【摘要】 蔬菜质量的隐蔽性导致蔬菜市场的逆选择现象严重,威胁着蔬菜产业的可持续发展。本文认为,品牌是解决蔬菜市场逆选择、促进蔬菜产业可持续发展的有效方式。蔬菜品牌可以降低消费者购买蔬菜的信息收集成本和选择成本,消除消费市场的逆选择现象;可以通过降低农业企业的推介成本增加企业利润,促进企业的永续增长;也可以促进农户增加优质蔬菜供给,实现收入增长和可持续发展。更多还原

【Abstract】 Hidden nature of the vegetable quality leads to vegetable markets serious reverse selection, and threatened sustainable development of vegetable industry. In this article, the vegetable brand is the effective way that resolves vegetable market serious reverse selection and promotes vegetable industry sustainable development. The vegetable brand can reduce a consumer’s information cost of the collection and choose, and eliminate the phenomenon of consumer market reverse selection, can increasing enterprise profit by reducing vegetable enterprise’s promotion cost, boost the enterprise continuing forever increasing, also can boost a peasant household increasing a high-quality vegetable supplying, realize an income increasing and sustainable developing.更多还原