系统管理学报2026，Vol.35Issue(5)：1155-1168,14.DOI:10.3969/j.issn2097-4558.2026.05.002
订单农业供应链中区域公用品牌授权与质量检测机制
Regional Public Brand Licensing and Quality Inspection Strategies in Contract Farming Supply Chains
摘要
Abstract
Based on a contract-farming supply chain comprising a regional public brand(RPB)owner and a farmer cooperative,this paper explores optimal RPB licensing and quality inspection strategies,incorporating the impacts of quality uncertainty and brand spillover effects.It examines two typical quality inspection mechanisms widely adopted in brand licensing:an authentication mechanism based on sampling and a traceability mechanism based on blockchain.Through theoretical analysis,it obtains several interesting findings.Under both quality inspection mechanisms,if the market size of the RPB owner's on-sale product is relatively small,it is beneficial for the RPB owner to license products with relatively high similarity,as this can enhance the direct spillover effect;otherwise,it is beneficial to raise the licensing standard for the farmer cooperative's product,as this can help avoid negative reciprocal spillover effects.However,under either inspection mechanism,the RPB owner may reduce the quality of its on-sale product to avoid brand dilution caused by excessive quality differences between the two products.When traceability cost is relatively high,compared with the authentication mechanism,the traceability mechanism may decrease both the farmer cooperative's product price and the quality of the RPB owner's on-sale product if the market size of the on-sale product is relatively small.In this case,the RPB owner should choose the authentication mechanism;if the market size of the on-sale product is relatively large,the RPB owner should not consider licensing the brand to the farmer cooperative's product.关键词
订单农业/区域公用品牌/品牌授权/质量检测/区块链溯源Key words
contract farming/regional public brand(RPB)/brand licensing/quality inspection/blockchain traceability分类
管理科学引用本文复制引用
孙燕红,陈亚波,卞亦文..订单农业供应链中区域公用品牌授权与质量检测机制[J].系统管理学报,2026,35(5):1155-1168,14.基金项目
国家社会科学基金重大项目(23&ZD123) （23&ZD123）
