第三方认证信用的品牌经济研究

发布时间：2018-06-27 09:10

本文选题：品牌 + 第三方认证　；参考：《山东大学》2012年博士论文

【摘要】：在信息不对称的大背景下,品牌的意义在于提供一个有效信号,让市场信息尽量充分和对称,节约消费者选择成本从而促进市场交易的顺利进行。于是品牌成为众多优质企业的战略选择。信息不对称使得信用危机普遍存在,消费者需要的某些信息恰恰是企业想方设法隐瞒的。消费者吃一堑长一智的消费经验使得生产者与消费者之间存在严重的信任危机,生产者说的消费者未必信,同时生产者说的消费者也未必懂。信息不对称问题对品牌信用的构建产生了极大的影响。对于企业来说,仅凭买卖双方的诚信是远远不够的,充分利用权威的、可信赖的、公正的第三方认证来提高企业的内在素质和外在的可信度从而提高品牌信用度,是一个能使企业档次快速提升,让产品打开销路甚至打入国际市场的好办法。对消费者来说,信息不对称加大了消费者的选择成本,降低了其选择效率,消费者亟需某个信号或者符号作为选择的依据。认证认可起源于降低信息不对称从而促进市场交易顺利进行的需要。通过信用转移机制我们得知消费者会因为信任某个符号或信号而相信某个品牌,所以说公正、权威的第三方认证的最大贡献亦在于提供了提高品牌信用的这样一种有效信号,降低了选择成本和提高了资源配置的效率,第三方认证成为企业品牌信用的重要组成部分。具体来说,第三方认证可以从源头上规范生产流程、提高产品质量、确保产品安全,从而有利于保护消费者的健康和安全、增强企业核心竞争力、规范市场秩序、加速商品流通、促进贸易发展、保障社会协调发展和信用体系的良性循环、维护国家利益。所以第三方认证属于品牌建设的一个非常重要的环节,从而品牌经济学研究第三方认证也就成为必要。随着我国市场经济的发展和世界经济全球化步伐的加快,第三方认证是必不可少的制度安排。然而第三方认证在提供信号甄别机制和信号显示机制减轻信息不对称的同时,自身也存在着严重的信息不对称,如果第三方认证不能提供独立公允的鉴证,就会提供错误的信号误导消费者扰乱市场秩序扭曲社会资源配置,所以说这样的认证不仅仅是无效的,它还是有害的。有效的第三方认证才有其存在的必要,认证信用是认证的生命力所在,但是信用度普遍不高是目前我国第三方认证面临的主要矛盾和问题。我国第三方认证事业虽然具有了较快的发展速度但是认证质量却让人担忧,认证的信用问题已危及我国认证认可事业的长远发展。政企不分、监管不灵、认证机构的连带责任落实难以到位、制度漏洞、虚假认证、认证机构之间恶性竞争、认证审核人员素质参差不齐等等问题都明显地存在于我国目前的认证行业中,这些问题牺牲了认证的信用和认证行业的整体形象和信誉度。这种整体形象和信誉度的下降也为个别企业无视认证的严肃性和权威性以致不经过认证直接盗用认证标志这种猖獗行为埋下了隐患。另外,我们还利用有限样本调查数据和深度访谈案例对消费者对第三方认证的相关态度和行为进行了深入分析,着重探讨了消费者对我国有机食品认证的认知、态度和支付意愿。在我国第三方认证已经渗透到经济生活的角角落落,第三方认证产品覆盖率极高的今天,本文的调查数据却显示：消费者对以有机食品认证为代表的第三方认证的认知度仍然相当低,对我国第三方认证的认可程度也不高,对我国第三方认证的支付意愿也很低。调查结果还显示认知程度与态度评价呈显著正相关,表明消费者对有机食品和第三方认证的了解水平越高,对有机食品和第三方认证就会有越多的积极性的评价；认知程度与支付意愿亦呈显著正相关,表明消费者对有机食品和第三方认证的了解水平越高,购买意愿越强烈。这也就意味着若要提高消费者对有机食品和第三方认证的态度评价和支付意愿,加强消费者对第三方认证的正确认识是关键,而建立这个正确认识除了要加强认证宣传力度和认证知识的普及力度外,第三方认证树立正确的品牌形象、提高品牌信用则是根本出路。无信用的第三方认证不仅无任何存在的价值,还会造成极大的社会危害。首先这些不真实的信号或者符号会误导消费者,不仅不会降低消费者的选择成本,还会对消费者的选择造成错误暗示和困扰,甚至会给消费者造成巨大的经济损失和严重的身心伤害。其次无信用的认证会造成我国企业核心竞争力丧失、我国政府公信力沦陷和我们整个信用体系坍塌,造成社会资源配置的扭曲和大量资源的浪费,所以说第三方认证信用的问题必须要加以解决。目前我国第三方认证普遍不足的信用已经使得第三方认证已不能适应当前认证市场的发展,也不适应国际贸易交流的认证规则。由此,如何提高第三方认证的信用迫在眉睫。本文基于信息不对称的大背景,用品牌经济学的分析框架,将认证信用置于分析的中心,深入剖析认证在什么条件下才是有效的。信用指的是对承诺的实现,所以信用包含的要素有：谁发出的承诺、就何种产品服务或过程发出的承诺、承诺了什么、如何保证该承诺得以实现,在此基础上我们提出了第三方认证的乘数信用模型,从认证机构、认证标准、认证对象三个方面分析认证本身的信用如何实现。而信息不对称也普遍存在于认证行业,所以第三方认证的信用除了认证本身的信用得到保证外,这种承诺的实现还必须具备有效的监督,还要有代表百姓和消费者的传播媒体的监督和认可。认证本身有信用并且得到媒体的认可,这样的第三方认证才是有信用的、可靠的,这样的第三方认证才能真正转化成一个品牌符号。本文认为解决我国认证行业“乱象”,应从多方面着手。一、通过政企分开,实现有效监管。作为认证主体的认证机构,必须要有其独立的法律地位,不偏不倚地开展认证工作,而不能与行政机关有太多瓜葛。只有政企分开,认证机构才能进行规范认证；只有加强认证监督机构的独立性,才能创造公平监管的环境,才能提高认证监督机构的监督信用。二、通过确定连带责任,提高第三方认证的风险。具体措施有：制定和完善第三方认证连带责任的法律规定；提高对不规范认证机构和人员的惩罚力度；信息公开,设立赔偿基金制度；提高第三方认证机构的退出成本。三、通过技术进步,保证认证标准和检测手段的科学性。四、延长认证机构经营期限有利于认证机构责任承担和品牌建立；建议改革认证机构收费制度,打破原来整齐划一的简单收费制度,建立符合市场经济发展规律的科学有效的收费制度,这对于提高第三方认证的有效性至关重要。五、通过传播媒体监督和外部监督,提高第三方认证的有效性,外部监督有社会监督和行业协会的监督。六、通过确立第三方认证的发展方向,引导经济发展。拓展认证及相关机构的业务范围,促进机构壮大,力争形成结构合理的认证行业组织结构,培育几个具有较强国际竞争力的知名认证机构,能够充分发挥认证机构市场引导作用,独立、客观、公正,形成具有较高国际声誉和权威性的国家认可机构。七、通过开展国际认证和国际合作,加快促进第三方认证的品牌建设。我们要积极和国际认证互动,通过国际互认,提高我们的认证水平,在此基础上成长出我们国家的第三方认证品牌,通过第三方认证实现我们的国际话语权。能够最大程度的降低消费者选择成本和市场交易成本的第三方认证,才是有品牌信用的第三方认证。第三方认证要由最初的“信号”功能发展为一个品牌“符号”,只有当这个“符号”成为消费者不假思索选择购买的依据并且购买该“符号”产品的风险降到极低,该第三方认证的品牌信用才建立起来。
[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.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F203

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