超市生鲜经营与我国农产品品牌建设--基于中间层组织与厂商理论的分析

农产品品牌在农业经营中越来越受到重视.农贸市场这种农产品零售形式不能有效地解决由于信息不对称而引起的"道德风险"和"逆向选择"问题--以次充好,假冒名优使农产品品牌的建设困难重重.超市的出现与发展有利于农产品品牌的建设,它能够起到质量专家的作用,鉴别农产品质量,从而减少信息不对称的程度.超市等现代农产品零售形态的发展将成为农产品品牌建设的一个重要条件.

The Influence of the Supermarket on Establishing Brand of Agricultural Products-on the Analysis of the Intermediaries and the Theory of the Firm

This paper analyzes the role of supermarket during the process of establishing brands of agricultural product. Moral hazard and Converse selection are the main problems of establishing farm produce brand. The problem could not be solved efficiently in the environment of the wet market .The development of supper market would be very useful to solve the problems. So new forms of food retail organization are important for establishing brands of agricultural products in China.