本文選題：品牌 + 第三方認(rèn)證��； 參考：《山東大學(xué)》2012年博士論文

【摘要】：在信息不對稱的大背景下,品牌的意義在于提供一個有效信號,讓市場信息盡量充分和對稱,節(jié)約消費者選擇成本從而促進(jìn)市場交易的順利進(jìn)行。于是品牌成為眾多優(yōu)質(zhì)企業(yè)的戰(zhàn)略選擇。信息不對稱使得信用危機(jī)普遍存在,消費者需要的某些信息恰恰是企業(yè)想方設(shè)法隱瞞的。消費者吃一塹長一智的消費經(jīng)驗使得生產(chǎn)者與消費者之間存在嚴(yán)重的信任危機(jī),生產(chǎn)者說的消費者未必信,同時生產(chǎn)者說的消費者也未必懂。信息不對稱問題對品牌信用的構(gòu)建產(chǎn)生了極大的影響。對于企業(yè)來說,僅憑買賣雙方的誠信是遠(yuǎn)遠(yuǎn)不夠的,充分利用權(quán)威的、可信賴的、公正的第三方認(rèn)證來提高企業(yè)的內(nèi)在素質(zhì)和外在的可信度從而提高品牌信用度,是一個能使企業(yè)檔次快速提升,讓產(chǎn)品打開銷路甚至打入國際市場的好辦法。對消費者來說,信息不對稱加大了消費者的選擇成本,降低了其選擇效率,消費者亟需某個信號或者符號作為選擇的依據(jù)。 認(rèn)證認(rèn)可起源于降低信息不對稱從而促進(jìn)市場交易順利進(jìn)行的需要。通過信用轉(zhuǎn)移機(jī)制我們得知消費者會因為信任某個符號或信號而相信某個品牌,所以說公正、權(quán)威的第三方認(rèn)證的最大貢獻(xiàn)亦在于提供了提高品牌信用的這樣一種有效信號,降低了選擇成本和提高了資源配置的效率,第三方認(rèn)證成為企業(yè)品牌信用的重要組成部分。具體來說,第三方認(rèn)證可以從源頭上規(guī)范生產(chǎn)流程、提高產(chǎn)品質(zhì)量、確保產(chǎn)品安全,從而有利于保護(hù)消費者的健康和安全、增強(qiáng)企業(yè)核心競爭力、規(guī)范市場秩序、加速商品流通、促進(jìn)貿(mào)易發(fā)展、保障社會協(xié)調(diào)發(fā)展和信用體系的良性循環(huán)、維護(hù)國家利益。所以第三方認(rèn)證屬于品牌建設(shè)的一個非常重要的環(huán)節(jié),從而品牌經(jīng)濟(jì)學(xué)研究第三方認(rèn)證也就成為必要。 隨著我國市場經(jīng)濟(jì)的發(fā)展和世界經(jīng)濟(jì)全球化步伐的加快,第三方認(rèn)證是必不可少的制度安排。然而第三方認(rèn)證在提供信號甄別機(jī)制和信號顯示機(jī)制減輕信息不對稱的同時,自身也存在著嚴(yán)重的信息不對稱,如果第三方認(rèn)證不能提供獨立公允的鑒證,就會提供錯誤的信號誤導(dǎo)消費者擾亂市場秩序扭曲社會資源配置,所以說這樣的認(rèn)證不僅僅是無效的,它還是有害的。 有效的第三方認(rèn)證才有其存在的必要,認(rèn)證信用是認(rèn)證的生命力所在,但是信用度普遍不高是目前我國第三方認(rèn)證面臨的主要矛盾和問題。我國第三方認(rèn)證事業(yè)雖然具有了較快的發(fā)展速度但是認(rèn)證質(zhì)量卻讓人擔(dān)憂,認(rèn)證的信用問題已危及我國認(rèn)證認(rèn)可事業(yè)的長遠(yuǎn)發(fā)展。政企不分、監(jiān)管不靈、認(rèn)證機(jī)構(gòu)的連帶責(zé)任落實難以到位、制度漏洞、虛假認(rèn)證、認(rèn)證機(jī)構(gòu)之間惡性競爭、認(rèn)證審核人員素質(zhì)參差不齊等等問題都明顯地存在于我國目前的認(rèn)證行業(yè)中,這些問題犧牲了認(rèn)證的信用和認(rèn)證行業(yè)的整體形象和信譽度。這種整體形象和信譽度的下降也為個別企業(yè)無視認(rèn)證的嚴(yán)肅性和權(quán)威性以致不經(jīng)過認(rèn)證直接盜用認(rèn)證標(biāo)志這種猖獗行為埋下了隱患。 另外,我們還利用有限樣本調(diào)查數(shù)據(jù)和深度訪談案例對消費者對第三方認(rèn)證的相關(guān)態(tài)度和行為進(jìn)行了深入分析,著重探討了消費者對我國有機(jī)食品認(rèn)證的認(rèn)知、態(tài)度和支付意愿。在我國第三方認(rèn)證已經(jīng)滲透到經(jīng)濟(jì)生活的角角落落,第三方認(rèn)證產(chǎn)品覆蓋率極高的今天,本文的調(diào)查數(shù)據(jù)卻顯示：消費者對以有機(jī)食品認(rèn)證為代表的第三方認(rèn)證的認(rèn)知度仍然相當(dāng)?shù)?對我國第三方認(rèn)證的認(rèn)可程度也不高,對我國第三方認(rèn)證的支付意愿也很低。調(diào)查結(jié)果還顯示認(rèn)知程度與態(tài)度評價呈顯著正相關(guān),表明消費者對有機(jī)食品和第三方認(rèn)證的了解水平越高,對有機(jī)食品和第三方認(rèn)證就會有越多的積極性的評價；認(rèn)知程度與支付意愿亦呈顯著正相關(guān),表明消費者對有機(jī)食品和第三方認(rèn)證的了解水平越高,購買意愿越強(qiáng)烈。這也就意味著若要提高消費者對有機(jī)食品和第三方認(rèn)證的態(tài)度評價和支付意愿,加強(qiáng)消費者對第三方認(rèn)證的正確認(rèn)識是關(guān)鍵,而建立這個正確認(rèn)識除了要加強(qiáng)認(rèn)證宣傳力度和認(rèn)證知識的普及力度外,第三方認(rèn)證樹立正確的品牌形象、提高品牌信用則是根本出路。 無信用的第三方認(rèn)證不僅無任何存在的價值,還會造成極大的社會危害。首先這些不真實的信號或者符號會誤導(dǎo)消費者,不僅不會降低消費者的選擇成本,還會對消費者的選擇造成錯誤暗示和困擾,甚至?xí)o消費者造成巨大的經(jīng)濟(jì)損失和嚴(yán)重的身心傷害。其次無信用的認(rèn)證會造成我國企業(yè)核心競爭力喪失、我國政府公信力淪陷和我們整個信用體系坍塌,造成社會資源配置的扭曲和大量資源的浪費,所以說第三方認(rèn)證信用的問題必須要加以解決。目前我國第三方認(rèn)證普遍不足的信用已經(jīng)使得第三方認(rèn)證已不能適應(yīng)當(dāng)前認(rèn)證市場的發(fā)展,也不適應(yīng)國際貿(mào)易交流的認(rèn)證規(guī)則。由此,如何提高第三方認(rèn)證的信用迫在眉睫。 本文基于信息不對稱的大背景,用品牌經(jīng)濟(jì)學(xué)的分析框架,將認(rèn)證信用置于分析的中心,深入剖析認(rèn)證在什么條件下才是有效的。信用指的是對承諾的實現(xiàn),所以信用包含的要素有：誰發(fā)出的承諾、就何種產(chǎn)品服務(wù)或過程發(fā)出的承諾、承諾了什么、如何保證該承諾得以實現(xiàn),在此基礎(chǔ)上我們提出了第三方認(rèn)證的乘數(shù)信用模型,從認(rèn)證機(jī)構(gòu)、認(rèn)證標(biāo)準(zhǔn)、認(rèn)證對象三個方面分析認(rèn)證本身的信用如何實現(xiàn)。而信息不對稱也普遍存在于認(rèn)證行業(yè),所以第三方認(rèn)證的信用除了認(rèn)證本身的信用得到保證外,這種承諾的實現(xiàn)還必須具備有效的監(jiān)督,還要有代表百姓和消費者的傳播媒體的監(jiān)督和認(rèn)可。認(rèn)證本身有信用并且得到媒體的認(rèn)可,這樣的第三方認(rèn)證才是有信用的、可靠的,這樣的第三方認(rèn)證才能真正轉(zhuǎn)化成一個品牌符號。 本文認(rèn)為解決我國認(rèn)證行業(yè)“亂象”,應(yīng)從多方面著手。 一、通過政企分開,實現(xiàn)有效監(jiān)管。作為認(rèn)證主體的認(rèn)證機(jī)構(gòu),必須要有其獨立的法律地位,不偏不倚地開展認(rèn)證工作,而不能與行政機(jī)關(guān)有太多瓜葛。只有政企分開,認(rèn)證機(jī)構(gòu)才能進(jìn)行規(guī)范認(rèn)證；只有加強(qiáng)認(rèn)證監(jiān)督機(jī)構(gòu)的獨立性,才能創(chuàng)造公平監(jiān)管的環(huán)境,才能提高認(rèn)證監(jiān)督機(jī)構(gòu)的監(jiān)督信用。二、通過確定連帶責(zé)任,提高第三方認(rèn)證的風(fēng)險。具體措施有：制定和完善第三方認(rèn)證連帶責(zé)任的法律規(guī)定；提高對不規(guī)范認(rèn)證機(jī)構(gòu)和人員的懲罰力度；信息公開,設(shè)立賠償基金制度；提高第三方認(rèn)證機(jī)構(gòu)的退出成本。三、通過技術(shù)進(jìn)步,保證認(rèn)證標(biāo)準(zhǔn)和檢測手段的科學(xué)性。四、延長認(rèn)證機(jī)構(gòu)經(jīng)營期限有利于認(rèn)證機(jī)構(gòu)責(zé)任承擔(dān)和品牌建立；建議改革認(rèn)證機(jī)構(gòu)收費制度,打破原來整齊劃一的簡單收費制度,建立符合市場經(jīng)濟(jì)發(fā)展規(guī)律的科學(xué)有效的收費制度,這對于提高第三方認(rèn)證的有效性至關(guān)重要。五、通過傳播媒體監(jiān)督和外部監(jiān)督,提高第三方認(rèn)證的有效性,外部監(jiān)督有社會監(jiān)督和行業(yè)協(xié)會的監(jiān)督。六、通過確立第三方認(rèn)證的發(fā)展方向,引導(dǎo)經(jīng)濟(jì)發(fā)展。拓展認(rèn)證及相關(guān)機(jī)構(gòu)的業(yè)務(wù)范圍,促進(jìn)機(jī)構(gòu)壯大,力爭形成結(jié)構(gòu)合理的認(rèn)證行業(yè)組織結(jié)構(gòu),培育幾個具有較強(qiáng)國際競爭力的知名認(rèn)證機(jī)構(gòu),能夠充分發(fā)揮認(rèn)證機(jī)構(gòu)市場引導(dǎo)作用,獨立、客觀、公正,形成具有較高國際聲譽和權(quán)威性的國家認(rèn)可機(jī)構(gòu)。七、通過開展國際認(rèn)證和國際合作,加快促進(jìn)第三方認(rèn)證的品牌建設(shè)。我們要積極和國際認(rèn)證互動,通過國際互認(rèn),提高我們的認(rèn)證水平,在此基礎(chǔ)上成長出我們國家的第三方認(rèn)證品牌,通過第三方認(rèn)證實現(xiàn)我們的國際話語權(quán)。 能夠最大程度的降低消費者選擇成本和市場交易成本的第三方認(rèn)證,才是有品牌信用的第三方認(rèn)證。第三方認(rèn)證要由最初的“信號”功能發(fā)展為一個品牌“符號”,只有當(dāng)這個“符號”成為消費者不假思索選擇購買的依據(jù)并且購買該“符號”產(chǎn)品的風(fēng)險降到極低,該第三方認(rèn)證的品牌信用才建立起來。
[Abstract]:In the background of information asymmetry, the meaning of the brand is to provide an effective signal to make the market information as full and symmetrical as possible to save the consumer to choose the cost so as to promote the smooth progress of the market transaction. Some information is exactly what the enterprise is trying to hide. Consumers' experience of consuming a long wit makes a serious crisis of trust between producers and consumers, the producers say consumers may not believe it, and the producers say consumers may not understand it. Information asymmetry questions have produced a great shadow on the construction of brand credit. For an enterprise, it is not enough for the enterprise to rely solely on the integrity of the buyer and seller. The full use of authoritative, reliable and impartial third party certification will improve the internal quality and external credibility of the enterprise so as to improve the credit degree of the brand. It is a good way to make the enterprise upgrade quickly, let the product open the market and even enter the international market. Methods. For consumers, information asymmetry increases the consumer's choice cost and reduces its selection efficiency. Consumers need a certain signal or symbol as the basis for choice.
Accreditation originates from the need to reduce information asymmetry and promote the smooth progress of market transactions. Through the credit transfer mechanism, we learn that consumers believe in a brand because of trust in a symbol or signal. Therefore, the greatest contribution of the third party authentication of the fair and authoritative is to provide such a way to improve the brand credit. Effective signals reduce the cost of selection and improve the efficiency of resource allocation. Third party certification becomes an important part of enterprise brand credit. Specifically, third party certification can standardize the production process from the source, improve the quality of the product, ensure the safety of the product, and thus protect the health and safety of the consumer and enhance the core of the enterprise. Competitiveness, standardize the market order, accelerate the circulation of goods, promote the development of trade, guarantee the harmonious development of the society and the virtuous circle of the credit system, and maintain the national interests. Therefore, the third party certification is a very important link of the brand construction, thus it is necessary to study the authentication of the third party in the study of brand economics.
With the development of China's market economy and the accelerated pace of global economic globalization, the third party authentication is a necessary institutional arrangement. However, the third party certification has serious information asymmetry while providing signal discrimination and signal display mechanisms to reduce information asymmetry, if the third party authentication can not provide only one. Fair evidence will provide false signals that mislead consumers to distort the market order and distort the allocation of social resources, so that such certification is not only invalid, but also harmful.
Effective third party certification is necessary for its existence. Certification credit is the vitality of authentication, but the low credit degree is the main contradiction and problem that the third party authentication is facing in our country at present. Although the third party certification undertakings in our country have a rapid development speed but the quality of authentication is worrying, the credit problem of the certification has already been solved. It endangers the long-term development of our country's certification and accreditation cause. There are no distinction between the government and the enterprises, the supervision is ineffective, the implementation of the joint liability of the certification bodies is difficult, the system loopholes, false authentication, the vicious competition among the certification bodies, the uneven quality of the certification auditors and so on are obviously existed in the current certification industry in China, and these problems have been sacrificed. The overall image and credibility of the creditworthiness and certification industry. The decline in the overall image and credibility is also a hidden danger for the individual enterprises to ignore the seriousness and authority of authentication so that the rampant behavior of the certification marks is directly stolen without authentication.
In addition, we also use limited sample survey data and in-depth interview cases to analyze the consumer's attitude and behavior about third party certification, and focus on the understanding, attitude and willingness to pay for the organic food certification in China. In China, the third party identification has penetrated into the corner of the economic life, third Today, the coverage of the certified products is very high. The survey data in this paper show that the recognition of the third party certification represented by the organic food certification is still very low, and the approval degree of the third party certification is not high in China, and the willingness to pay for the third party certification is also low. The results also show the degree and state of cognition. The higher the level of understanding of organic food and third party certification, the more positive evaluation of organic food and third party certification, and a significant positive correlation between cognition and willingness to pay, indicating that the higher the level of understanding of organic food and the third party certification, the higher the consumer's purchase intention. The stronger it is, it means that it is the key to enhance consumers' correct understanding of the third party certification if they are to improve their attitude assessment and willingness to pay for the certification of organic food and the third party, and the correct understanding of the third party certification is correct. Brand image, improving brand credit is the fundamental way out.
Non credit third party certification not only does not have any value of existence, but also causes great social harm. First, these untrue signals or symbols will mislead consumers, not only do not reduce the cost of consumers' choice, but also cause false hints and disturbances to consumers' choices, and even cause huge economic losses to consumers. And serious physical and mental injury. Secondly, the non credit certification will cause the loss of the core competitiveness of our enterprises. The government credibility of our country falls and the whole credit system collapses, resulting in the distortion of the allocation of social resources and the waste of a large number of resources. Therefore, the question of the third party authentication credit must be solved. The third party of our country is certified at present. The widespread lack of credit has made the third party authentication unable to adapt to the development of the current certification market and not adapt to the international trade exchange certification rules. Thus, how to improve the credit of the third party authentication is imminent.
Based on the background of information asymmetry, this paper puts the certification credit in the center of the analysis with the analysis framework of brand economics, and deeply analyzes the conditions under which authentication is effective. The credit refers to the realization of the commitment, so the elements of the credit include: the commitments made by who, the promise of what kind of product service or process is made, On the basis of what, how to guarantee the realization of this commitment, we put forward a third party certified multiplier credit model to analyze the authentication of the authentication from the authentication institution, the authentication standard and the authentication object in three aspects. The information asymmetry also exists in the authentication industry, so the third party certified credit is authenticated except for authentication. In addition to the guarantee of its own credit, the realization of this commitment must also have effective supervision, but also the supervision and approval of the media representing the people and the consumers. The certification itself has credit and the approval of the media. Such third party certification is credit, and so on, such third party certification can truly be transformed into A brand symbol.
This paper argues that resolving the chaos in China's certification industry should start from many aspects.
First, through the separation of government and enterprise, effective supervision is achieved. As a certification body, the certification body must have its independent legal status, unbiased development of certification work, but not too much connection with the administrative organs. Only the separation of government and enterprises, the certification bodies can carry out standard certification; only by strengthening the independence of the certification and supervision institutions, can they be created. In order to create a fair supervision environment, the supervision and credit of the accreditation and supervision institutions can be improved. Two, through the determination of joint and several liability, the risk of third party certification can be improved. The specific measures are: to formulate and improve the legal provisions of the third party certification joint liability; to improve the punishment of the non standard certification bodies and personnel; to open the information and to establish a compensation fund. System; improve the exit cost of the third party certification bodies. Three, through technical progress, ensure the scientificity of the certification standards and testing means. Four, the extension of the operating period of the certification authority is conducive to the responsibility and the establishment of the certification body, and recommends the reform of the fee system for the certification bodies to break the simple charge system of the original uniformity and establish a character. A scientific and effective charge system for the development of the market economy is essential to improve the effectiveness of the third party certification. Five, through the dissemination of media supervision and external supervision, the effectiveness of the third party certification will be improved, and the external supervision has social supervision and the supervision of the industry association. Six, through the establishment of the direction of the development of the third party certification, the guide will be guided. To expand the business scope of the certification and related institutions, promote the organization to expand, and strive to form a reasonable structure of the accreditation industry with a reasonable structure, cultivate several well-known certification institutions with strong international competitiveness, and give full play to the guiding role of the certification body market, independent, objective and impartial, and form a high international reputation and authority. National accreditation institutions. Seven, through international certification and international cooperation to accelerate the promotion of the third party certification of brand construction. We should actively interact with international certification, through international mutual recognition, to improve our certification level, on this basis, we have developed our country's third party certification brand, through the third party certification to realize our international words. The right to speak.
The third party authentication, which can minimize the cost of consumer choice and market transaction, is the third party certification of brand credit. Third party certification should be developed from the original "signal" function into a brand "symbol", only when this "symbol" becomes the basis for the consumer to choose the purchase without thinking and purchase. The risk of the "symbol" product has been reduced to a very low level, and the third party certification brand credit has been established.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F203

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