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食品企业的虚假信号传递是我国食品市场信号失灵的重要原因。理论表明,增加食品安全信息供给、提供真实有效信息和加强信息规制是解决食品市场信号失灵的有效方法,本文从信号失灵理论和消费者行为理论出发,分析了一些食品企业通过高价格等初始虚假信号显示,以及运用营销沟通手段,开展持续的虚假信号传递,以影响消费者外部信息搜寻活动,进而影响消费者购买决策的种种行为。从政府、企业和消费者等层面提出了改善信息供给和信息规制的相关建议。
False signal transmission of food enterprises is an important reason for the failure of food market signal in our country. The theory shows that increasing the supply of food safety information, providing real and effective information and strengthening information regulation are effective methods to solve the problem of food market failure. Based on the theory of signal failure and consumer behavior theory, this paper analyzes some food enterprises through the initial fake Signal display, and the use of marketing communication means to carry out continuous false signaling to influence consumers ’external information search activities, thereby affecting consumers’ purchasing decisions. From the government, enterprises and consumers and other aspects of the proposed improvement of information supply and information related to the recommendations.