新媒体环境下公众参与的食品质量监管三方演化仿真分析

管理评论 ›› 2021, Vol. 33 ›› Issue (3): 315-326.

新媒体环境下公众参与的食品质量监管三方演化仿真分析

孙淑慧^1,2, 朱立龙¹

1. 山东师范大学商学院, 济南 250014;
2. 同济大学经济与管理学院, 上海 200092

收稿日期:2017-11-21 出版日期:2021-03-28 发布日期:2021-04-06
通讯作者: 朱立龙(通讯作者),山东师范大学商学院教授,博士生导师,博士
作者简介:孙淑慧,山东师范大学商学院,硕士,同济大学经济与管理学院博士研究生。
基金资助:
国家社会科学基金一般项目（20BGL272）。

Tripartite Evolutionary Simulation Analysis of Food Quality Supervision under Public Participation in the New Media Environment

Sun Shuhui^1,2, Zhu Lilong¹

1. School of Business, Shandong Normal University, Ji'nan 250014;
2. School of Economics and Management, Tongji University, Shanghai 200092

Received:2017-11-21 Online:2021-03-28 Published:2021-04-06

摘要/Abstract

摘要： 食品安全问题关系到人民群众的身体健康、市场稳定和经济发展，一直都是社会各界广泛关注的热点问题之一。本文讨论了新媒体环境下政府监管部门、食品生产企业和消费者群体之间的行为策略选择。通过构建三方演化博弈模型，分析了博弈主体间的稳定策略组合，研究结果表明：（1）媒体报道的客观性对各博弈主体策略选择的演化趋势有重要影响，新媒体环境越理性公正，对食品质量监管越能起到正向激励作用；（2）博弈主体策略选择的演化趋势还取决于各主体对媒体报道的敏感性高低，敏感性越高，越倾向于严格履职或者生产合格食品；（3）政府的监管成本以及对企业的违规惩罚力度也是影响博弈主体策略选择的重要因素。最后，运用Matlab 2017对博弈三方策略选择的演化轨迹进行了仿真分析，并提出了针对性的对策与建议。

关键词: 新媒体环境, 食品质量监管, 演化博弈, 仿真分析

Abstract: Food safety bears heavily on people's health, market stability and economic development. This paper discusses the behavioral strategies of government supervisors, food producers and consumers in the new media environment. By constructing a tripartite evolutionary game model, this paper analyzes the stability strategy combination among game subjects. The study indicates that:Firstly, the objectivity or accuracy of media coverage has an important influence on how gamers would select their strategies. The more rational a new media environment is, the more positive incentive role it will play in food quality supervision. Secondly, the evolutionary trend of the strategy selection by gamers also depends on their sensitivity to the media coverage, namely, the more sensitive they are, the more inclined they are to conduct strict supervision or produce high-quality food. Thirdly, the supervision cost of the government and the amount of penalties imposed on the enterprises are also important factors that influence the strategy selection of gamers. Finally, this paper uses Matlab 2017 to simulate the evolution trajectory of the game tripartite strategy selection, and puts forward corresponding countermeasures and suggestions.

Key words: new media environment, food quality supervision, evolutionary game, simulation analysis

孙淑慧, 朱立龙. 新媒体环境下公众参与的食品质量监管三方演化仿真分析[J]. 管理评论, 2021, 33(3): 315-326.

Sun Shuhui, Zhu Lilong. Tripartite Evolutionary Simulation Analysis of Food Quality Supervision under Public Participation in the New Media Environment[J]. Management Review, 2021, 33(3): 315-326.

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