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频发的食品安全事件不仅危害了消费者的健康,也给食品消费市场带来了冲击.本文结合消费者对溯源的支付意愿和供应商的溯源能力差异,给出了零售商的四种采购策略,讨论了消费者对溯源的支付意愿强弱,具有溯源意识的消费者细分市场大小,食品安全事件的发生概率高低,以及食品安全事件发生后企业承担的额外惩罚等因素对零售商采购策略选择的影响.研究发现,提升消费者对溯源的支付意愿或扩大具有溯源意识的消费者细分市场,可能会导致意料外的结果,如零售商增加不可追溯食品的采购量;而强化监管和加大对食品安全事件的处罚力度往往有助于提高市场上可追溯食品的供应.
Frequent food safety incidents not only endanger the health of consumers, but also impact the food consumption market.This paper gives the retailer’s four kinds of procurement based on consumers’ willingness to pay for tracing and the traceability of suppliers Strategy to discuss the consumers’ willingness to pay for source tracing, the size of the consumer market with traceable awareness, the probability of occurrence of food safety incidents, and the additional penalties that enterprises bear after food safety incidents. Impact of Strategy Choice The study found that increasing consumers’ willingness to pay for source of traceability or expanding the traceability of consumer segments may lead to unexpected results such as retailers increasing purchases of non-traceable food products; and strengthening regulatory And increasing penalties for food safety incidents have often helped to increase the supply of traceable foods on the market.