商业研究

商业研究

• 经营管理 • 上一篇    下一篇

网购食品供应链平台与平台卖家信号传递的博弈

刘永胜1，甘莹莹1，徐广姝2   

  1. （北京物资学院 1.商学院;2.物流学院,北京 101149）
  • 收稿日期:2018-04-07 出版日期:2018-10-10
  • 作者简介:刘永胜（1963-），男，河北唐山人，北京物资学院商学院教授，管理学博士，研究方向：物流与供应链管理、食品/食盐质量安全；甘莹莹（1994-），女，湖北咸宁人，北京物资学院商学院研究生，研究方向：食品供应链；徐广姝（1975-），女，长春人，北京物资学院物流学院教授，管理学博士，研究方向：物流系统优化。
  • 基金资助:
    国家社会科学基金项目“网购食品安全监管体系研究”，项目编号：16BGL134。

The Game of Signal Transmission between Online Shopping Food Supply Chain Platform and Platform Seller

LIU Yong-sheng1，GAN Ying-ying1，XU Guang-shu2   

  1. （1.Business School, Beijing Wuzi University, Beijing 101149,China； 2.Logistics School，Beijing Wuzi University, Beijing 101149,China）
  • Received:2018-04-07 Online:2018-10-10

摘要： 网购食品供应链具有较大的信息不对称性，而信号传递是消除信息不对称的有效途径。本文基于信号传递博弈理论构造网购食品供应链平台与平台卖家的信号博弈模型，并对均衡结果进行分析，结果表明只有分离均衡才能实现平台卖家的优劣分离，使优质卖家选择向平台传递信号，劣质卖家选择不传递信号，而避免市场进入混同均衡和准分离均衡的关键是提高平台识别劣质卖家的概率。为此，优质平台卖家要增强其品牌和优质信号的传递，与供应链其他主体共建食品溯源机制；网购食品供应链平台要完善其信号检测和识别机制，构建卖家食品安全信用档案，加大对优质卖家的奖励，对劣质卖家的处罚；政府要加强日常监督，并与网购食品供应链平台共建“总+分”的管理模式。

关键词: 网购食品供应链, 平台, 平台卖家, 信号传递博弈

Abstract: The online shopping food supply chain has a large information asymmetry, while signal transmission is an effective way to eliminate information asymmetry. Based on the signal-passion game theory, this paper constructs the signal game model of online shopping food supply chain platform and platform sellers, and analyzes the equilibrium results. The results show that only the separation and equalization can achieve the separation of the advantages and disadvantages of the platform sellers, so that the high-quality sellers choose transmit signals to the platform, inferior sellers don′t choose transmit signals, and the key to avoiding the market entering mixed equilibrium and quasi-separation equilibrium is to increase the probability of the platform identifying inferior sellers. To this end, high-quality platform sellers should enhance the transmission of their brands and high-quality signals, and build food traceability mechanisms with other entities in the supply chain; online shopping food supply chain platforms should improve their signal detection and identification mechanisms, build sellers′ food safety credit files, and increase reward for high-quality sellers, penalties for inferior sellers; government should strengthen daily supervision and establish a “total + point” management model with the online shopping food supply chain platform.

Key words: online shopping food supply chain, platform, platform seller, signal transmission game