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