Study Of Global Supply Chain Of Chinese Chicken Products Information Traceability Mechanism

The broiler products supply chain has took on some new features in the multinational trade, such as transnational, complexity, risky and so on which made the traceability"from farm to table"more difficult since China's accession to WTO. However, the significant information asymmetry between aspects and the relevant participants'opportunistic behavior in Chinese broiler products global supply chain easily evoke the moral hazard behavior of false information disclosure and camouflage, which seriously affected the quality and food safety of broiler products, made the result of can't meet the requirements of the new product quality standards and information traceability. How to encourage and restrict members, improve the quality of information disclosure, realize the information traceability in our supply chain has become the urgent issues that need to solve to face the barrier in the international trade. It includes:Firstly, this paper introduced the concept of ecology to define broiler products transnational supply chain and sorted out three organizational models that separately took breeding, processing and logistics aspect as the core aspect; then it built a theoretical framework basing on the interpretation to information traceability around the operation mode of broiler products global supply chain.Second, this paper selected Guangdong Wenshi Group and American Tyson Foods Company as core business in two different organizational models and explained the situation of internal and external environment; then used signal transduction model and transaction cost theory to analyze the influencing factors on information traceability.Third, we made node game analysis of the product quality information on the arbitrary adjacent nodes and found that false information disclosure is the internal reason for the obstacles of information traceability; then it made supply-demand analysis of the product quality information, found the external reason for the obstacles of information traceability is the imbalance of quality information supply and demand.Fourth, in order to effectively solve adverse selection problem caused by the asymmetries, this article firstly built reputation model, using the mechanism of reputation rent to encourage members of the supply chain to disclose the true information; then built a new organizational model which made information brokers as the core node to ensure smooth flow of information and implementation of information traceability.Finally, this article made the external environment optimization to provide protection to the role of internal mechanisms in legal protection, the transformation of government functions and technical support and finally made the realization of information traceability in broiler product supply chain with the implementation of internal and external mechanisms.