现代农业2026，Vol.51Issue(4)：64-81,18.
数字化治理下农产品区域公用品牌发展的三方演化博弈分析
Tripartite Evolutionary Game Analysis of the Development of Regional Public Brands for Agricultural Products Under Digital Governance
摘要
Abstract
Against the backdrop of all-around rural revitalization,the development of regional public brands for agricultural products plays a vital role in the high-quality development of China's agriculture.This paper constructed a tripartite evolutionary game model involving the government,farmers' cooperatives and consumers.Focusing on practical governance dilemmas such as the"free-riding behavior"of farmers' cooperatives and low consumer participation enthusiasm,this study simulated the strategy evolution rules of each stakeholder under different implementation scenarios of digital governance supervision and incentive mechanisms.Then,the study conducted an empirical verification to explore the optimal governance path for the sustainable development of regional public brands for agricultural products using the case of"Sishui Sweet Potato".The results showed that:government supervision,standardized production by farmers' cooperatives and active feedback from consumers constituted the optimal stable equilibrium strategy for governance of regional public brands for agricultural products.Only the coordinated linkage of the three parties could promote the long-term and healthy development of regional public agricultural brands.Further simulation results indicated that fine-tuning a single parameter was hardly able to reverse the short-term speculative operation tendency of farmers' cooperatives.Only by comprehensively optimizing key parameters,including subsidy incentives,penalties for violations,consumer feedback costs,and the comprehensive benefits of regional public brands,could the game system be guided out of the sub-optimal equilibrium state and push stakeholders to evolve toward collaborative governance.The actual governance practice of regional public brands"Sishui Sweet Potato"fully verified the applicability of the above simulation conclusions in real-world scenarios.Accordingly,targeted countermeasures are proposed,including improving the government's digital supervision mechanism,accelerating the digital transformation of farmers' cooperatives,guiding consumers to participate in supervision and communication,and building a multi-party collaborative governance closed-loop via digital platforms,in order to provide references for the high-quality development of regional public brands for agricultural products.关键词
农产品区域公用品牌/数字化治理/演化博弈模型/仿真模拟分析Key words
regional public brands for agricultural products/digital governance/evolutionary game model/simulation analysis分类
管理科学引用本文复制引用
吴灿,张志..数字化治理下农产品区域公用品牌发展的三方演化博弈分析[J].现代农业,2026,51(4):64-81,18.基金项目
国家社会科学基金青年项目"重点帮扶县乡村'土特产'联农带农的机制与路径研究"(25CGL103) （25CGL103）
山东省第五次全国经济普查投入产出调查研究课题"基于投入产出表的山东农业生产性服务业发展研究"(TRCCA26). （TRCCA26）
