The Impact Of Government Regulatory And Consumer Supervision On Food Safety Of Dairy Supply Chain

Since the reform and opening up, the dairy industry has achieved great development in the joint efforts of governments, enterprises and consumers. In recent years, high-speed behind the development of dairy industry are frequent dairy products quality and safety issues,"toxic milk","Nestle excessive iodine playing children milk powder","early milk" melamine milk powder quality and safety incidents repeatedly occur. Food safety issues not only related to the life and health of the masses is also related to the development of national economy related to social harmony and stability.This article is based on information economics and game theory, the theoretical analysis of dairy products quality and safety of asymmetric information on the quality of the milk prices for dairy products, looking to strengthen and improve the level of quality and safety strategies and measures in the dairy. First of all, on the basis of the literature review, analysis prone to security risks in the food supply chain and its management and structure of Development and Current Situation of China’s dairy supply chain food safety of dairy supply chain food security situation analysis and discussion. Then select two perspectives from government regulation and consumer analysis of factors impact on food safety issues in the dairy supply chain which describes an overview of China’s food safety regulatory system and consumers, food safety supervision and behavior, and discusses in detail these two factors on milk prices based on profits is how to generate the specific role of the dairy supply chain food safety issues, the consumer side, select’willingness to pay and honest expectations, government oversight, select the sampling frequency, intensity, and a fine and other factors proposed quantitative indicators of the factors of government control and consumer choice and reputation model. Finally, the dairy supply chain food safety for the object to milk prices, profits for the quantitative basis, the use of quantitative indicators of government control and consumer choice factors simulation design, combined with dairy rigid demand characteristics, analysis to draw some conclusions. The results show that government regulators check dairy products more frequent, greater the intensity of checks on dairy products, greater fines of law government regulatory department for dairy products, the more it can reduce the dairy counterfeiting and quality problems. To increase the quality honest expectations probability of consumer dairy companies have little effect on milk prices. Profits increase consumption, and it means that quality honest expectations probabilities have little effect for the decision-making of the dairy companies to choose to do honest enterprise or counterfeiting enterprises. Willingness to pay for milk prices can increase profits, but still have little influence for honest enterprises or counterfeiting enterprises to making decision. However, Combination with consumers supervision (consumer expectations probability and willingness to pay) and one or a few dairy companies government regulatory measures have great impact of the decision-making on the dairy companies have chosen to do honest enterprise or counterfeiting enterprises. It can play to curb the role of counterfeiting enterprises in a short period of time, and it can play very good effect in the safety of supply chain food.