Research On The Incentive Mechanism Of Private Supply In The Construction Of Geographical Indication Brand

Geographical indication product is a kind of quasi-public product formed based on the unique location advantage,bearing the product characteristic reputation of long-term historical accumulation,having the limited non-exclusivity and non-competitiveness internally,and having the extremely high brand value and brand competitiveness externally.The construction of geographical indication brand has important economic and social significance to the increase of farmers' income,the promotion of agricultural competitiveness and the development of rural economy.However,with the continuous deepening of the brand construction of geographical indications in China,the problem of "free rider" caused by the attributes of quasi-public goods has become increasingly prominent,the opportunistic behavior tendency of market subjects is obvious,and the serious shortage of private supply in the brand construction of geographical indications has hindered the orderly progress of the brand construction of geographical indications.To solve the problem of private supply shortages in the construction of brand of geographical indication,this study built with the concept of geographical indication industry value chain,industry chain brand as the goal,at a premium to the brand construction participants as the main body of the "trinity" model of geographical indication brand construction private supply evolutionary game model,analysis the brand construction of private supply main body relations between the interests of the game,through numerical simulation test the effectiveness of game result and combining the geographical indication product XX brand construction case for empirical analysis.It is found that the cost of brand construction affects the supply behavior of the main body of the industrial value chain.Brand premium positively affects the supply behavior of the main body of the industrial value chain;Moreover,there is a conflict of interest between the individual and the whole of the value chain of geographical indication industry.The reward and punishment system has obvious restraint and incentive effect on the supply behavior of the main body of the value chain of the geographical indication industry,and can effectively adjust the contradiction between the whole value chain of the geographical indication industry and the individual.Therefore,in order to promote the brand building of geographical indication products,an effective private supply incentive mechanism should be established to give full play to the functions of the government,industry associations and leading enterprises to help small and medium-sized enterprises.Stimulate the vitality of the industry chain of geographical indications and raise the level of private supply.