食品是人類賴以生存和發展的最基本的物質條件，隨著食品工業迅速發展，食品的種類也日益豐富，極大地滿足了人民群眾日益增長的物質文化需求，同時人民群眾對食品的質量安全也有了更高的要求。當前，消費者、生產者、政府管理部門對食品安全問題空前關注，食品安全問題也成為當前世界食品生產、食品消費和食品管理領域面臨的重大挑戰。為了確保向消費者提供安全的食品；各國均在進行不懈的努力。然而在全球范圍內頻繁發生的食品危害事件引發了空前的食品安全危機。在國外，“瘋牛病”、“二惡英污染雞風波”、“豬霍亂”等都造成了巨大的經濟損失和嚴重的社會恐慌。國內的惡性食品危害事件也頻繁出現，“蘇丹紅”、“瘦肉精”、“紅心”鴨蛋、“三鹿奶粉”、“地溝油”等事件，不僅引發了一系列社會問題，還引起了國際社會對我國食品安全的高度關注。國務院副總理吳儀曾經指出，在我國食品安全有四大頑疾:農產品源頭污染較重；食品生產加工假冒偽劣突出；食品流通環節經營不規范；食品安全事故時有發生。國家質檢總局副局長蒲長城在第九屆中國食品安全年會上也坦承，中國食品產業的發展整體水平還不是很高，在產業發展的現狀、誠信體系的建設、管理水平的提高、標準檢測技術的進一步完善、法律法規和體制制度等方面還存在許多薄弱環節。
 
Chapter 1 introduction:
 
1.1 research background
 
Food is the human survival and development of the most basic material conditions, along with the rapid development of food industry, the kinds of food are also increasingly rich, greatly satisfy the people's growing material and cultural needs, at the same time the people about the quality of the food security have higher requirements. Currently, consumers, producers and government management department unprecedented attention to the problem of food safety, food safety problem has become the current world food production, food consumption and the major challenges facing management field. In order to ensure to provide safe food to consumers; All countries in the unremitting efforts. However, frequent worldwide food hazard events triggered an unprecedented crisis of food safety. Abroad, "mad cow disease", "chicken dioxin pollution affair", "pigs cholera" and so on all caused the great economic losses and serious social panic. Domestic malignant food hazard events also frequent, "Sudan red", "clenbuterol", "red heart" duck eggs, "sanlu milk powder", "gutter oil" and other events, not only caused a series of social problems, also caused the height of the international community to our country food safety concern. Vice premier wu yi has pointed out that food safety in our country four big ills: agricultural source pollution heavier; Food production or processing fake prominent; Food circulation management is not standard; Food safety accidents have occurred. Pu changcheng, deputy director of general administration of quality supervision, inspection and quarantine also admitted at the annual meeting of the ninth session of China's food safety, the development of China's food industry overall level is not high, in the present situation of the industry development, the construction of credit system, the improvement of management level, standards, testing technology of perfect management system, laws and regulations, and there are many weak links. Hazard events in recent years, our country food is still ongoing, alarming Numbers and hazard of food, is a wake-up call for food safety issues. The world in recent years, the occurrence of food safety incidents, global food security situation is not optimistic, guarantee and improve the safety of food is the common task faced by the international community, most governments that food safety should be brought into the national public security. In the world trade organization (wto) issued by the health and quarantine measures agreement (SPS) and the agreement on technical barriers to trade (TBT), food quality and safety in global trade is also put forward new and higher requirements. In recent years, our country all levels of government attaches great importance to food safety issues, has adopted a series of positive measures to strengthen the supervision of food manufacturing industry, has obtained certain achievements. By the end of the 1990 s, the Chinese government began to focus on food quality and safety problem, and gradually increase the regulation. Started in 1998 to strengthen to the agricultural inputs such as feed, fertilizer, pesticide regulation. In 2000, the agriculture department to implement the "pollution-free food action plan" as the main line, to promote the standardization of agricultural production as the foundation, strengthen the food before, during or after the whole process supervision, strengthen overall food quality and safety management. 2006 hearts duck eggs, put forward the problems of food quality and safety supervision under the state council to further requirements, the ministry of agriculture departments adopted a series of measures to strengthen supervision. In November 2006, enacted the law of the People's Republic of China on food quality safety ", marks the food quality and safety work into the legal system in our country. Especially in our country the food quality safety "are also implemented on June 1, 2009, all of these fully embodies the strengthen food quality and safety management in our country, responsible to the consumers, promote the development of safe food production determination and confidence.#p#分頁標題#e#
 
Over the years, many domestic scholars have on food quality and safety problems in constant research and discussion, put forward a variety of solutions, the government has also invested a lot of manpower and material resources and financial resources, to establish food safety regulatory system, but the food safety situation is still grim, unable to prevent the occurrence of food safety incidents from the source. In fact, related research is more focused on the problem of food safety as a problem in the field of biology and the health and quarantine, and the lack of the cause of the problem in economics research. National food quality and safety of information is the basis of food safety policy and regulations, is also the important content of modern public food safety control system. The food market information asymmetry is the fundamental cause of the food safety problems. To effectively solve the problem of food safety must be fundamentally ease the contradiction between the demand and supply of food safety information, let the consumer and government get more sufficient information. Therefore, this article will research from the Angle of information asymmetry in food safety food safety problems.
 
1.2 research purpose and meaning
 
1.2.1 research purpose
 
This paper study on the asymmetric information problems in the food safety in China, the purpose is to hope that food safety in our country at present, asymmetric information of performance analysis, find out the cause of the phenomenon of various factors, and then puts forward corresponding measures to solve the problem, provide decision-making basis for government decision-making departments, promotes our country food gradually achieve the "green, safe, environmental protection", to improve people's health level, improve the international competitiveness of food, promote the further development of our country's economy.
 
1.2.2 research significance
 
The significance of this topic research has two aspects: first, a strong theoretical significance, this paper applies the theory of economics, information economics, management information asymmetry problems in food safety research in China, so as to come to the conclusion. Second, has strong practical significance: help consumers to increase safety awareness, enhance confidence in the quality and safety certification information and access; Is advantageous to the producer according to the production procedures and national legal standard food production; Is advantageous to the government regulation, etc.
 
1.3 the research content and innovation points
 
1.3.1 the research content
 
First of all, on the basis of the information asymmetry theory, analyze our country food safety information asymmetry in the operators and consumers, the performance of the managers to find the cause of this kind of information asymmetry and the impact of proposed to solve the problem of information asymmetry in our country's food safety practice and strategy.#p#分頁標題#e#
 
1.3.2 innovations
 
First, a new research perspective. At present have been many food safety issues literature research, but from the perspective of solving the problem of asymmetric information the relatively few literature. One of the features of this article is to study how to solve the problem of asymmetric information to strengthen the construction of food safety system.
 
Second, through the analysis of consumers and producers the main influencing factors of the cognition of food information, can better help manufacturers to understand the product information transmission in the restriction factor, and then a targeted for information using a combination of product design, and thus research results have certain practical value.
 
1.4 the research methods
 
First, the literature data access method.
 
The author in the river library and reference room, academic journals database of "asymmetric information" of food safety related data to carry on the comprehensive search and retrieval, the writing of this article has certain reference value. Analysis of domestic and foreign research status quo of the problem, and summarizes the theory and practice of success was made in this field, find out the defects of existing research, explore the research methods of lessons, to identify specific entry point in this paper.
 
Second, the analysis method.
 
This paper systematically analyzed the present stage our country food producers transfer situation of food safety information and consumer awareness of food safety information, information transmission and demonstrates the impact producer consumer cognitive information as well as the impact of the main factors.
 
Third, the systems approach.
 
Single problems of food safety problem is not isolated, it has to do with food production, processing, circulation, market regulation, consumer buying behavior have a close relationship. This article will food safety problems as a complicated system engineering, using the scientific method on various relevant factors and elements in the system, analyzing the relationship between thus to find a way to solve the problem of food safety.
 
1.5 literature review of theory
 
1.5.1 food and food safety
 
1. The concept of food
 
What is the food, we know that different international organizations or national different explanations for the food, now there are many kinds of definitions about food. In "modern Chinese dictionary" in our country, the food is "store sells after a certain processing production of food", food is "what can cure hunger". According to this definition, food which only processed and used for the sales of food, does not include primary food and meet the needs of the self life of food. That food is a human source of energy to sustain life, including all kinds of finished products and raw materials for people to eat or drink, as well as items that have traditionally served as both food and drugs (but not for the purpose of treatment of goods). "Food safety law" the ninety-ninth of the "food" are defined as follows: food, refers to all kinds of finished products and raw materials for people to eat or drink and have traditionally served as both food and drugs, but does not include the items for the purpose of treatment. The food in the food industry basic terminology definition: material available for human consumption or drinking, including food processing, semi-finished products and raw food, not including tobacco or only for drug substances. From the perspective of food hygiene legislation and management, general food concept also involves: the production of food ingredients, food raw material planting, breeding process of contact material and the environment, food to add material, all direct or indirect contact with food packaging materials, facilities and environment that influences the quality of food the original.#p#分頁標題#e#
 
2. The concept of food safety
 
In November 1974, the United Nations food and agriculture organization in the world food conference passed the "international convention on world food security", from the perspective of food quantity meet the basic needs people, for the first time puts forward the concept of "food security". In the world health organization's food safety in the health and development of the role of "file, the" food security "and" food hygiene "as a synonym, defined as:" the production, processing, storage, distribution, and in the process of making food to ensure food safety and reliable, healthy and fit for human consumption of necessary conditions and measures ". But the world health organization (who) published in the "guideline to strengthen the national food security plan" in the food safety and health as two concept tries to distinguish different expressions, food hygiene is interpreted as: in order to ensure food safety and suitability in all stages of the food chain all the conditions and measures must be taken. Food safety is defined as: on food production and (or) according to its original purpose when eating doesn't make the consumers suffer a guarantee. While American scholars Jones further divides into the food safety absolute safety and relative safety of two different concepts. Absolute security refers to ensure that can't be caused by eating a certain type of food and endanger the health or damage of a promise, that is to say, the food should be absolutely no harm. But in fact any kind of food consumption of mankind, there is always some risk, absolute security or zero risk is difficult to reach. And relatively security refers to a kind of food in a reasonable way and under the condition of normal consumption does not cause harm to the health of the actual certainty.
 
Most scholars believe that in our country, the meaning of "food safety" has three aspects: a number from the point of view, people demand, both can buy and afford basic food needs; From the Angle of quality, food nutrition complete, reasonable structure and health; Three from the Angle of the development requirements of getting food pay attention to the ecological environment protection and resource utilization of sustainability. Food safety the distinction between the "quantity" and "quality". Food supply will not solve the problem of food and clothing of people, this is the nature of the amount of food safety, in English with the food security; After solved the problem of the supply, due to the poisonous and harmful substances to human health, damage public problem, that is "quality" aspects of food safety problems, English for food safety. Many unsafe factors in food, can be classified as physical factors, chemical factors and biological factors, and so on. Some unsafe factors are inherent in the food itself, such as grains and nuts of the allergen. However, poor sanitation environment and the pollution caused by more than a boy.#p#分頁標題#e#
 
In China there is a kind of view is that "food security" is refers to the food itself for the safety of consumers, namely on the health effects of the toxic and harmful substances in food. The meaning of food safety in our country from two aspects: one is that the government provides people with the guarantee of food security; The toxic and harmful substances in food safety hazards to human body. Taken together, the food security should include two meanings: one is the enterprise in the production of food quality to conform to the requirements of the national standards, provide customers with qualified products; Second, the government to supervise the quality of the food, provide consumers with quality food.
 
This paper argues that food safety is that as people living standard enhances unceasingly changing a dynamic development. In predominantly agricultural economy for a long time on the premise of guidance, our only concern is to have enough food to eat, whether can solve the problem of food and clothing of the people, whether the food shortages and malnutrition; After the founding of new China, our country's economic development level gradually increase, the level of science and technology has made considerable development, our country has basically solve the problem of food and clothing, began construction of a well-off society in an all-round way. Eat the belly has no longer is the only focus society, people begin to pay close attention to whether food is safe, health, however, in today's society high-speed development, high-tech use in food production, increase the use of pesticides and food additives, even due to the lack of supervision of individual producers or processors also USES hazardous chemicals, and environmental pollution, pesticide residues, etc., but food is becoming more and more insecure, our country's food safety problem increasingly prominent. The amount of people in the food has been under the condition of safety, begin to pay more attention to food safety, food safety is a new connotation, food safety problems become the focus of the society again.
 
1.5.2 information asymmetry
 
Information asymmetry phenomenon, refers to trade both parties of the related transaction information imbalance, one party than the other party has more information, in the information dominance, while the other party has less information, in the information disadvantage. Asymmetric information theory is the result of the 18th and 19th century classical economics, traditional economic theory suggests that in Adam Smith's "invisible hand", under the action of the market for a balance between supply and demand, so as to achieve the effective configuration resources. But these theories have a precondition: information is complete, consumers and producers have to make the right decisions required for complete information. In real life, however, information is often incomplete, it broke the premise condition, so the information asymmetry.#p#分頁標題#e#
 
As early as hayek's proposed in the paper, the economic system of information is scattered in different economic subject, economic agents have different information is asymmetric, and put forward the information is scattered. Subsequently, baumol's study, the information is divided into complete information and incomplete information, and analyzes its impact on economic welfare. Later, Simon, incomplete information the main result is that of limited rationality, the individual's decision-making process as information collection, evaluation and selection process. Stigler information search cost problem are put forward. These studies have made great contribution to the asymmetric information theory, but not system. So that, by 1970, Akerlof (Akerlof) proposed by the theory of information asymmetry, namely: buyers and sellers on the market information is difference, the seller usually have more complete information and the buyer have incomplete information. In the information asymmetry in the market environment, the enterprise managers more than the investors know the whole operation of the enterprise information, so are in advantage position over investors. In fact, managers to disclose information often with a lot of noise, which makes the interests of the investors in access to effective information and at a disadvantage, being unfair treatment. From then on, the information asymmetry problem into a period of system research. , after a number of economists has carried on the extensive research to this theory, and applied to the economic life of various fields, including the Arrow (Arrow), HeShenLei eph (Hirshleifer), Spence Spence), Grossman (Grossman), stiglitz (Stigliz) in the Labour market, insurance market and the financial markets such as many areas such as the theory for the further research, and put forward the theory of "adverse selection" and "market signals" theory and the basic theory of "entrust - agent" theory and so on. Information asymmetry theory by western scholars as the microeconomic theory of the most active research in recent twenty years field (XinLin, 2001). In 2001, Spence (Spence), Akerlof (Akerlof), stiglitz (Stigliz) three American economists because of information asymmetry theory research was awarded the Nobel Prize in economics. The theory is that: the seller in the market than the buyer to learn more about all kinds of information about the goods; Master more information of one party can be passed on to the poor information of one party and reliable information and benefit in the market; Buyers and sellers in the party with less information will try to get information from the disclosing party; Market signals to a certain extent, can compensate for the problem of information asymmetry; Information asymmetry is the shortcomings of market economy, in order to reduce the harm of asymmetric information on the economy, the government should play a strong role in market system. This theory for many phenomena such as stock market ups and downs, employment and unemployment, credit rationing, product promotion, the market share of the goods and so on provides the explanation, and become the core of modern information economics, has been widely applied to the traditional food market to modern financial markets and other fields.#p#分頁標題#e#
 
Information asymmetry, is a kind of expression of incomplete information, is one of the important causes leading to market failure. Information advantage party often use information advantage make self-interested market choice, and make information underdog is damaged. Information underdog information due to the limit and can't make correct appraisal object for the deal, so he usually will only accept a low level of market price, as a result, the market has a high value of the goods are unable to find the right transaction object and was forced to withdraw from the market and eventually the rest of the market is mostly on its goods has lower valuation agent, resulting in the so-called "bad taste after bad taste" phenomenon.
 
1.5.3 research status abroad
 
Foreign study about information asymmetry problem earlier than domestic, are more significant results. George akerlof (1970), micheal spence (1973), Joseph stiglitz (1976), the three economists because under the condition of information asymmetry in the market operation mechanism analysis made pioneering research and won the 2001 Nobel Prize in economics. Including akerlof proved that the two sides trading on the market before the asymmetric information phenomenon to result in adverse selection; Spence is proposed under the condition of asymmetric information to improve the signs of market efficiency theory, points out that in the asymmetric information market, the party has more information can be passed on to the party with less information reliable information and profits; Stiglitz has proved that the party with less information can pass for a particular transaction set up multiple choice and get more information, so as to improve the condition of information asymmetry, namely information screening theory. Southwest jiaotong university graduate dissertation page 7 of the three of them constitutes the core of modern information economics theory, the results changed economists view of market function, they founded by analysis method has been widely applied to explain all kinds of social economic system.
 
Foreign food safety problems from the perspective of information asymmetry research literature is rich. Western developed countries in food safety issues into greater vitality, effect is very significant. The establishment of the HACCP system, 1 s09000 quality certification system and application have been popular all over the world. On food safety research in economics, from the 1960 s, but the public attention to food safety and health problems began in the 1980 s. Starting from this period, the scholars began in terms of consumer demand analysis, including consumer awareness of the risks, statistics, how to influence consumers to achieve food safety information, the relation between the economic income of food safety risk, and the food demand behavior. At that time, the economic benefit and cost analysis emphasize on management mode is the main approach to improve food safety and quality requirements. , written by KatherineClancy in 1986, is the most typical "in the market of consumer demand, and food safety, quality and human health related public policy", the book focuses on the consumer's response to public policy. In 1987, the United States Conectient university has set up a food marketing policy center called "individual strategy and the performance of public policy and food system" regional research project, the project team organized on food quality and safety problems are studied. In 1990 the project results in economics "food safety" as the title, published in the United States. The book puts forward the theory and methods of measuring consumer demand response, and in the aspect of safety information on consumers' personal characteristics such as education level, income level affect its ability to accept information and application of risk information are detailed analyzed. Also according to the degree of consumers for the quality of information, to search goods, experience goods and goods into trust products three features: (l) search product, refers to the consumer before buying has been fully grasp the information, such as food appearance characteristics such as size, color, fresh and tender, but sensory evaluating its quality, and therefore does not need to spend in advance search cost; (2) the characteristics of experience goods, refers to consumers only after the purchase of consumer can know the quality of information, such as the taste of food, taste, etc., through consumption experience to confirm such information; (3) trust product features, even after the consumption refers to the consumers is difficult to know the stand or fall of quality information, such as the nutrition of food, pesticide residue is up to standard, whether the production process using transgenic technology, etc., such information for both ex ante and ex post cost is very high. Food quality search product features between consumers and producers and operators is symmetrical, and the experience of food quality product and trust product characteristics between consumers and producers and operators, there are serious information asymmetry. So as to make the transaction cannot achieve pareto optimality, in extreme cases, the market might not even exist. Spencer (1973) in the Labour market, for example, the author proposed some methods to solve the information asymmetry, the information advantage through the information transmission, to improve the game environment in the information structure, to reduce information advantage and disadvantage between the degree of information asymmetry. Scholars also for consumers to use effect and its influencing factors of quality information analysis, empirical analysis method is applied to investigate consumer demographic characteristics (age, sex and education level, etc.), the situation (time constraint, risk perception, purchasing experience and habits, etc.) and the influence of external environment on the information search behavior. Kim, through to the Japanese consumers to price as well as some related to food risk preference a comparative study between inner and outer display information, points out the main factors influencing consumers' quality awareness is the origin and quality safety guarantee system.#p#分頁標題#e#
 
1.5.4 domestic research status
 
Compared with the foreign and domestic information about food safety economic research starts late. Research content and scope mainly involves two aspects: one is the theoretical analysis and the solution; The second is the quality information producers and consumers the choice behavior of empirical research, focus on study of the quality information display mechanism based organization and system, and most of the scholars from the Angle of the food producers and traders to study the quality information, from the perspective of consumer less discussed. Xiu-qing wang (2002) according to the food safety such as itself with the search for product features, quality, experience, quality and trust from the perspective of information asymmetry and market failure analysis of the quality of the food market information problems, and puts forward in the product on the basis of summing up trading link to promote the food quality information transfer method. De-yi zhou (2002) and jie-hong zhou (2003), such as the information asymmetry in food quality and safety management are discussed and the government supervision mechanism, can think the government should through the authentication, identification, market access and monitoring according to the different method to reveal the quality and safety information in order to reduce the information asymmetry, market incentives for producers to provide behavior at the same time. In their management experience of western developed countries for reference, on the basis of theoretically demonstrates the government's food quality and safety management system is essentially a question of cost - benefit of information management, efficient macroscopic management system to the lowest quality safety information disclose the most quality and safety information management costs, maximize reduce the information asymmetry in food safety. Zou Chuanbiao (2004) to separate management of small-scale peasant, under the condition of different types of economic organizations on the food quality information transfer efficiency are analyzed theoretically, the influence of that improve the quality of farmer's organization degree would help messages more effectively in the field of production. Week should be identical (2004) study of nanjing city supermarket consumer stratified sampling survey shows that consumers of food safety evaluation and the degree of information what they know about, positive information has the effect of improving consumer evaluation, and strengthen information can improve consumer purchase intention of safe food. Hebei university master degree theses of master of economics
 
Chapter 2 the information asymmetry in food safety performance
 
Food safety events often occur, from the perspective of information asymmetry, mainly because of the food itself characteristics, between producers and consumers, food circulation between each tache, government regulators, producers and regulators have the phenomenon of information asymmetry between, in particular:#p#分頁標題#e#
 
2.1 the nature of the food there is information asymmetry
 
Specific meaning of food and food safety in the first chapter elaborates, food safety show diversity, specific include: (l) the physical properties of food: refers to the consumer through the eye view, nose to smell, touch, taste sensory ways to learn food features, such as such as food color, smell, taste, etc.; (2) the nutrition and health characteristics, which food contains beneficial to human body of various nutrients, such as protein, fat, vitamins, minerals, etc.; (3) security features, refers to the food in the production, processing, transportation, sales, storage, etc., influenced by natural and man-made pollution, such as excessive pesticide residues, additives, microbial contamination, etc.; (4) ethical characteristics, refers to the process of food production and processing of ecological environment such as damage, pollution, and other adverse effects. Because the knowledge level and the time limit, the consumer hard to the various characteristics of food make accurate judgment, more difficult to identify food safety features. Physical properties for food, consumers can get through the senses; Nutritional health food intrinsic properties, consumers through previous consumption experience to gradually understand; Food security features, however, is unable to get through the senses, especially pesticide residues and harmful substance content, even through the consumption experience cannot decide in a short time. Besides, consumers with food, for food production and processing of various technical applications, safety control in the process of food supply are ignorant. Food safety information is difficult to identify sex led directly to the food market information asymmetry.
 
2.2 the asymmetric information between producer and consumer
 
New classical economics theory assumption, producers and business operators has full market information and information processing ability, in order to benefit maximization as the goal, the behavior is rational. However, in the real economic life, production operator's behavior has the "bounded rationality" and "opportunistic behavior" characteristics, are not fully follow the theoretical assumptions. Production operators "opportunistic behavior" mainly for adverse selection and moral hazard. Adverse selection is also known as adverse selection, is in the process of trading, the party holds an information advantage to hide information, obtain additional benefits, resulting in unreasonable distribution of market behavior. Under the market mechanism, food producers and business operators in chapter 2, the information asymmetry in food safety performance on the right to know and option information consumers significantly in a dominant position. Before consumer is buying can only identify the physical properties of food, however, whether the food contains antibiotics, such as the concentration of harmful chemicals and its safety features, even after buying food is difficult to determine, so the consumers of food safety information authentication has obvious lag. Consumers want to buy cheap goods, if the quality is the same as the inferior food prices, producers and operators to make profits, often can sell shoddy food, because of the high quality food costs less profit, even no profit. In this case, the inferior products with market competitiveness than quality, the high quality food production will decrease, even disappear. But consumers for the quality of the food was not aware, production between operators and consumers of food quality and safety of the asymmetry of information, make the production operator's fraud is detected in a timely manner. This makes the consumers easily in unwittingly buy substandard food, resulting in food safety accidents. When one of both parties to implement the hidden behavior of damage the interests of the other party, which cannot be perceived, then the former will be the risk of moral hazard. Food safety, food production, processing and storage to the whole supply chain of sales, in the process of food production and circulation is facing all kinds of pollution factors, need to strictly abide by the production process and technical specification operation. Because of asymmetric information, production operators under the drive of interests, may exert toxic and harmful substances on food. Such as to improve the appearance, prolong the shelf life, or put on weight, in the process of food production and processing, excessive, excessive use of additives, even using illegal additives. "Jinhua ham", as "jinhua wu" pig is kind of the hind legs as raw material, made of the curing method of folk wisdom one thousand processing, is known for. General winter is the best season to jinhua preserved ham, but some unscrupulous producers driven by interests, and also mass production of ham in other seasons. In order to keep the flies away, prevent ham raw maggots rotted, some producers have ham in an dichlorvos, serious damage to the life and health of consumers. All of these are due to information asymmetry in the process of food production and operation of moral hazard. Because food high trading frequency, big market liquidity, the intermediate links, food quality and safety information is uncertain and difficult traceability. However, only the production operators know food quality and safety situations, and only know one kind of food before consumer is buying the overall quality of security level, you can't judge what exactly buy food quality and safety of concrete.#p#分頁標題#e#
 
Objective existence of food information not known as production operator's opportunism behavior provided. Especially in the lack of relevant government departments to supervise the production operators behavior, penalties for produced shoddy food is lax, will provide the production operators with the chance of adverse selection and moral hazard.
 
2.3 the food circulation of information asymmetry between each link
 
Eaten food from production to the final go through multiple links, with the continuous extension of the food industry chain, each link will appear food safety information asymmetry phenomenon: biotech companies in the process of breeding using transgenic technology, and to raise the farmers don't know; Farmers use pesticides and fertilizers in the process of plant breeding, veterinary drugs and feed additives, food processing enterprise may not know; Processing enterprises in the food processing process the status of the use of food additives, additives, food wholesalers do not necessarily know; Food wholesalers in the process of storage and transportation and sale of food hygiene and safety, retailers do not necessarily know; Consumer food safety information of the above link. Safety information in the whole food industry chain in every link has the possibility of distortion, a variety of natural and artificial interference factors to pass food safety information. There are food circulation in the market, producers to also do not know whether in the processing and transportation links to add a threat to the health of consumer goods of harmful substances, such as "Sudan red events", producers, like consumers, all don't know the middlemen in the process of storage for duck eggs added too much toxic chemicals. So, although in their respective links such as food manufacturers and distributors in more than consumer information, but for other parts of food safety information also don't know, they are not completely sure of food safety information. Even if manufacturers completely got the control of food safety information, because of the high cost of transfer information of holding time is long, there is no guarantee that messages can be completely accurate to consumers there.
 
2.4 the government food safety regulatory information asymmetry between management department
 
Since the reform and opening, our country the number of one-sided pursuit of food, food production processing industry, the lack of a sound and effective
 
Food quality and safety supervision mechanism and means. Food quality and safety supervision departments at all levels, although able to detect the food quality and safety level, but the testing costs, slower, and food industry chain long, lack of identification, the responsibility of food safety traceability is poor, lead to regulators and producers or marketers of information asymmetry between the quality and safety. In addition, the food quality and safety of regulators messages cannot be quickly and effectively to consumers, to the quality and safety of information asymmetry between the government and consumers.#p#分頁標題#e#
 
Under the market mechanism, the food supply system increasingly complex, although the food safety management departments with piecewise circulation management in principle, but some are inseparable links, this can make overlapping functions, specific duties division between departments is not clear, so that criminals given (see table 2). Food safety regulatory system from central to local levels of vertical management, the management system is easy to cause the information asymmetry between the central and local institutions. Local regulators pressured by developing the local economy and protect their own interests, may for the "green light" illegal businesses and illegal traders. In the problem of "sanlu milk powder incident", the local government and regulators to find food safety problems, not in time report to the superior departments, conceal the truth to the public, make consumers lack to make the right judgment basis, cause many children suffer, extremely bad influence on the entire dairy industry.
 
2.5 food producers and regulators of asymmetric information
 
From the economic point of view, food producers, as agent, to the pursuit of self-interest maximization. So food regulatory penalties under producers expected earnings, due to yield higher than the costs, including penalties, food producers have produced shoddy food or for the interests of the biggest motive. Food regulators also has a dual property: on the one hand, as a representative of the legitimate interests of consumers, to exercise the right to food safety regulation, to investigate and punish illegal food producers; On the other hand, as a value orientation of the ordinary people, they have the motivation of the pursuit of self-interest maximization, also may appear not conscientious in work, even use their powers to seek personal gain. So food producers and characterized by asymmetric information between regulators: if food regulators to strictly enforce the law, no selfishness, punishment of illegal food production is greater than the producers expected earnings, producers will be in accordance with the relevant regulations of food safety in production, not or rarely violations; Responsible, but on the contrary, if regulators can't timely find producers of irregularities, or even find lighter punishment, not for illegal illegal operators to form effective laws, producers will choose an illegal production, in order to get higher profits. Therefore, under the condition of information asymmetry, food producers face lower legal risk, even violate safety regulations and quality, also have good income expectations. Production operators to improve the food quality and safety benefit, the market mechanism and government functional departments also hard for producers and operators to provide incentives to improve quality. Causing food safety information in the asymmetry between the producers and food regulators.
 
Chapter 3, the causes of the formation of information asymmetry in food safety#p#分頁標題#e#
 
In the consumption of terminal consumers don't know what they are buying food production and processing process, also not clear storage food security situation in the process of circulation. Buyers and sellers information imbalance, this is the information asymmetry. The cause of information asymmetry in the food industry has the following several aspects:
 
3.1 the food safety identification difficult
 
Under many factors limit, the consumer on food safety, it is often difficult to make accurate judgment and evaluation according to the characteristics of the main reason is:
 
For safety quality first, consumers cannot identify or verify directly.
 
According to Mr Nelson (1970) defined quality safety belongs to the trust product and experience. Experience quality such as taste and smell of food, nutrition, etc., can use the senses and the short term consumption experience to identify, such as reaction is experiencing discomfort after eating food insecurity. But trust quality such as genetically modified ingredients in food, pesticide residues and harmful substance content, etc., through the senses is imperceptible, even through the consumption experience cannot decide in a short time. Trust the quality of judgment and identify usually require specific knowledge and testing tools, or need long time of observation to determine, and trust the quality is difficult to through the market mechanism to reflect and constraints.
 
Second, consumers know about new technology application in the safety risk.
 
To occupy the market, meet the specific needs of the consumers, food producers continue to apply new technology in food production and processing and sales process. The application of new technology, make the consumers enjoy the variety of fresh foods, but modern food science and technology on the environment and health may produce negative influence and risk probability, consumers don't understand. Any new technology, contain unsafe factors, need through long-term practice test to verify. The safety of transgenic technology in modern food, all kinds of new type fertilizer agricultural chemicals, food additives, the potential threat to the human body, directly or indirectly harm of pollution of the environment for life, and so on, are consumers can't control.
 
Third, consumers for the safety of the food supply chain control status unknown.
 
Food from production to eventually sold to consumers, passes through many links in the middle. Under the market economy system, the food supply chain is more and more long, the food and the production security features of its circulation process of the complexity of the probability of food contamination. Under the current management system, production operators face lower legal risk and industry self-discipline, related to food safety regulators can't accurate judgment elements in the process of food production and processing technology, equipment, process the security situation in chapter 3, the causes of the formation of information asymmetry in food safety and food safety control level in the process of currency trading. In the consumption of terminal consumers for the safety of the food supply chain status is unknown. Food characteristics of experience goods, consumers only through consumption experience can be determined. However, whether the food using excessive amounts of pesticides in the production process, whether to join in the process of machining the antibiotics, heavy metals and other toxic substances, whether to add the harmful chemicals in the process of storage characteristics, ordinary consumers even buy after eating difficult to judge. Experience in food products and trust product characteristics determine the food quality authentication is lag, which can lead to consumers easily according to the seller's trust blindly, in unwittingly buy substandard food, which can lead to food safety accidents.#p#分頁標題#e#
 
3.2 communication difficulties between the seller and the buyer
 
The buyers and sellers in the market producers and consumers, they are different economic subject, has its own interests. Food producers hope with minimal cost to obtain the biggest profit, without consumers, there is no market, if consumer purchases are not sufficient to maintain the production cost, so at a loss and food producers will face collapse; Consumers want to buy the best goods at the lowest prices, bargain is in the interests of the consumers. Food is the most vital
 
Basic goods, affordable and should be healthy, but every consumer have different tastes, so will be fussy when buying. Producers even understand consumers' demand will not fully respect the opinions of the consumers, the needs of the consumers can't fully convey to the food producers and between different interests, will inevitably produce communication difficulties, cause the information asymmetry.
 
3.2.1 for information cost and the influence of the diminishing marginal utility
 
Information is the basic function of the market, the market for food producers to understand the market information, grasp the development trend of market supply and demand, to provide important basis. Food producers to give food to market and consumer information is the precondition for the producer to survive in market competition, the demand for the development of producer producers get sufficient market information. But the market information acquisition, analysis, and release all need conditions and costs, food exchange of information between producers and consumers have a certain cost. Of access to information resource and producers of information release to be at the expense of a producer of various economic resources, these resources cost is the producer of information cost. Consumers to get and deal with the market information to pay same time and energy costs, etc.
 
In market competition, food producers and consumers of resources is limited, they are in the market mechanism constraints and limited resources under the constraint of the pursuit of utility or profit maximization. With fewer resources, information cost of increasing marginal utility; With the increase of information, the diminishing marginal utility of information, in order to obtain information, namely food producers want to maximize the food to sell, to reap profits, and consumers also want to a safe, quality assured, in line with their expectations effect under the condition of food or products, must exist information interaction between them, this kind of information interaction or get just takes resources, has the opportunity cost and resources. When they pay the information cost of the marginal utility is equal to the marginal utility of the information, they will stop for information transmission, because they have to get the total utility maximization of information, and information asymmetry, is still there.#p#分頁標題#e#
 
3.2.2 food producers and consumers of economic rationality capacity constraints
 
Decided to market demand, consumer behavior and economic rationality affect consumer spending behavior. Economic rationality, it is to point to clearly understand their own preferences, consumers can search the information they need to accurately, to determine the market price, accounting their own consumer interests, and always pursue the maximization of self-interest, according to the principle of best interests to make the right decisions. In the real economic life, consumers by their knowledge, personality, experience, economic and social conditions and other factors, all can not understand their own preferences, when express their preferences, and thus produces deviation, caused its own information cannot effectively passed to the producers. When consumer accept the market information acquisition, also the restriction of the afore-mentioned conditions, prone to understand the deviation. So consumer is insufficient economic rational power producers and consumers of information asymmetry, two-way internal reasons. Also, food producers also exist the problem of insufficient economic rational ability. By knowledge, personality, experience, the restriction of the economic and social conditions, producers cannot correct or complete delivery and access to information, thereby causing loss to the operational efficiency. Producers in their own economic rational ability, also made the producers will not be able to timely discover and determine the rational use of capital and labor and other factors of production way, miss will factors of production from low to high compensation purpose of market timing, lead to the desire of the producers to pursue maximum profits cannot achieve. So, producers economic rational capacity constraints is also the cause of information asymmetry, producers and consumers.
 
3.2.3 food producers and consumers of irrational economic restrictions
 
In the relation between producers and consumers, producers and consumers, has the requirement of information communication. Information transmission is a two-way street, producers and consumers are both senders and recipients of information. But if in the process of information transmission, treated as passive information receiver's producers from consumer market information and reduce the efficiency of information transfer, due to poor communication, will aggravate the information between the two. Relative to economic rationality, this information deviating from the irrational phenomenon is a kind of economy, the main reason is that producers and consumers of the market information processing ability is insufficient or deviation from the economical rational consciousness. Food producers of irrational economic main performance is: the one-sided pursuit of economic interests, the production and operation of their poor quality food; Chapter 3, the causes of the formation of information asymmetry in food safety initiative of did not improve the quality of the food; Real hidden from the consumer food safety information; Not carefully analyse the psychological needs of consumers and even do not take the consumer opinion, etc. Consumer economy irrational mainly refers to the consumer has the blind conformity, peer, and don't care about the food safety information.#p#分頁標題#e#
 
3.3 circulation long complex
 
The whole industry chain of each link are prone to asymmetric information, food quality is difficult to accurately transfer signal. Seeds from biotechnology company (selling) - farmers (farming, use of pesticides, fertilizers, additives, etc.) - food processing enterprise (use of food additives) - retailers (storage and transportation and sales process safety and health) - consumers, the link is broad, the situation was complex, there is no guarantee that the information can be completely accurate transfer to consumers, and its cost is also high. Food sales channel mainly has the following kinds: market, food store large shopping malls and supermarkets. Vegetable markets and a store of food vendors, is facing the flow of consumer, less focus on the question of prestige, also do not have enough power to food quality and safety checks, for the sake of profiteering, even deliberately selling substandard food. The larger shopping malls supermarkets due to focus on their own corporate image and long-term development, will require food production enterprise certificate issued by the relevant departments detection, compare the positive checks the quality of food. But, even if a certificate issued by a qualified food producers to market cannot ensure the safety of the production of food is really qualified. Circulation of food safety in the link between production and consumption, both need to strengthen the safety of the food production source regulators governance and prevention, more to strengthen the supervision of food sales link. Over the years, our country to a series of special regulation of food safety, but the circulation of food safety situation is still grim, some local law enforcement personnel of food safety supervision insufficient understanding of the nature of the work and characteristics, its backward on the quality of the food safety monitoring, supervision is not enough; Food management order non-standard problems, rural unlicensed food problem is particularly serious, unable to implement the food business operator first responsibility; Lack of food safety in the circulation of long-term supervision mechanism, especially the construction of legal system and regulation of information network construction relative lag and so on.
 
3.4 absence of government regulation
 
Existing in our country's food safety regulatory laws and regulations in a certain historical conditions played a positive role. But with the development of market economy, some laws and regulations have been relatively lags behind, unable to give correct judgment for non-standard market behavior, regulation and specification, the following problems existing in the current food safety legal system:
 
3.4.1 track food regulatory system and mechanism is not perfect
 
Since into the fierce competition of market economy, some producers for the pursuit of profit the most
 
Russsian ignored the principle of quality first, and the food market also lack of a system of forced manufacturers completely open information system. Those greedy manufacturers take advantage of loopholes of the market system, in the food production and business operation by hook or by crook to add illegal and harmful substances and ingredients. "Food safety law" regulation, the administrative department of public health under the state council responsible for the nationwide administration of food hygiene supervision, the relevant departments of the state council within their respective responsibilities responsible for the management of food hygiene. "The decision of the state council on further strengthening the food safety, identified in accordance with the regulation of a link from a department regulation principle, adopt the method of segmented regulation supplemented, variety regulation, further defined the responsibilities of various departments, but did not break the disadvantages of bull management, but also create new functions. And in the field of law enforcement and supervision of food safety, agriculture, quality supervision, inspection, and health and other departments for industry and commerce and has safety regulations, "according to a law, repeat law enforcement" phenomenon is more serious.#p#分頁標題#e#
 
First of all, the government lacks the organization function of harmonious and unified system to ensure food security information flow. Comprehensive at present, China's food safety supervision and coordination functions have been divided by the food and drug administration gave the ministry of health and managed by the ministry of health food and drug administration. But as the ministry of health and the department of industry and commerce administrative department, quality inspection departments, such as parallel, when exercising functions, coordinate the relationship between equivalent department is facing difficulties, can't really effectively differentiate its regulatory functions, to realize coordination and unification, thus reducing the efficiency of food safety supervision.
 
Second, the lack of unified supporting system of food quality standards and regulations. Mainly reflects in: the content of the food quality and safety standards and regulations is not comprehensive; Standards and regulations do not adapt to social development and changes, without timely and effective adjustment; Standard system failed to line with international norms. Such as China's current "food health law", "product quality law" adjusting range of products, not including farming, animal husbandry, fishery and other primary food; With matching food quality standard of agricultural ecological environment, production technology standard, as well as producing, processing and other standard is not perfect.
 
Again, the lack of a sound information disclosure system. Is mainly manifested in the lack of unified coordination of food safety information sharing platform; Media dominant position in the disclosure of information, enterprise, lack of effective cooperate with relevant social organizations and the news media, the government serious absence; The approaches of information disclosure is relatively limited. Information disclosure system is not sound makes it hard for Chinese consumers understand the food safety information in time, or to know the details, it's for the spread of unsafe food.
 
3.4.2 imperfect food safety laws and penalties
 
Food production and operation of the organization and the level of modernization, and industry self-discipline level is still relatively low, need government functional departments to strict regulation. At present, countries in the field of food production is a food hygiene, food quality of two key elements of legal administration, there were "food health law" and "product quality standard". From the specific content of the food hygiene and food quality or standard (including basic standards, product standards, method or procedure standard, management standards, etc.), "food health law and many of the" product quality standard "is repeated. Many important content in the law of food safety is still blank, such as food enterprise is the first person of food safety, food safety risk analysis and assessment, early warning and prevention of food safety, food safety crisis emergency treatment, processing and recall of unsafe food, a major food safety accident treatment, food safety accident compensation has not yet included in the food safety law, etc. Individual local governments for the development of local economy, to protect the local industry, the regulation on illegal enterprises is not strong enough, even shielding connivance, act as "umbrella"; Some law enforcement officers abuse power for personal gains, impotence, law enforcement is lax, to the custody, indulge the illegal behavior; Food safety management work in the long-term, arduous and complexity make food rectification work is not thorough development. "Food health law", "product quality law" and so on for food illegal crime punishment too light, "food hygiene law of the highest fines for 50000 yuan only. Also, again for illegal operators engaged in food production or marketing without any limitation. The legal risks and illegal income imbalance, the deterrent threat of punishment cannot give full play to come out, so the prohibition phenomenon of illegal production and operation. Food producers face lower market constraints, and legal risk, even if not in accordance with relevant food safety regulations for production and management can also be a huge income (such as can save cost, make food "looks" better, or extend the "freshness" of food). Violation of all production operators to ensure the food safety quality, motivation comes from food regulators severe punishment. If producers violations and meet with a serious and unselfishness work regulators will be found and punished; And if meet with a serious should regulators, it cannot be found. When producers choose illegal earnings than choose not to violate compasses when expected returns, he will choose violations; When producers choose violations of expected return less than the expected return of choose not illegal, he will choose not to violate compasses; When two equal, he will be selected at random. That is to say, when insufficient punishment, regulators abuse power for personal gains, want to earn extra income, food producers are willing to bribe supervisors, with small cost to reduce strictly abide by the standardization of food safety regulations in the input, thus reducing the overall cost, extra revenues; In the premise of no great food safety incidents, some supervisors "-with" also can gain from it. So the relationship between the imbalance, food safety has become big problems.#p#分頁標題#e#
 
Rule 3.4.3 food safety inspection test and the low level of standardization work
 
At present our country has established more than 8000 food safety inspection inspection agencies, but lower overall level of food safety testing. Existing inspection testing institutions affiliated to the more agriculture, business, health, quality inspection, such as administrative department, the examination scattered resources, department of resource sharing is not enough; Key detection technology of foodborne hazards behind, all departments of the testing method, is difficult to mutual recognition of test results. Food production and operation of the organization and the level of modernization, and industry self-discipline level is still relatively low, makes it hard for food safety inspection and testing a wide range of implementation. China's current food safety standard is not unified, standardized, and the interaction of some contradictions, need into a coordinated consummation. In standardization work, the function of each function department is not clear, enforcement is not enough, make compulsory standards also can not get effective implementation. China's food safety legal system imperfect, lack of the basic law covers the entire food safety. More than the existing food safety laws and regulations, standardize the behavior of food production every link in the chain is ZhuanMenFa, cohesion between various laws and regulations is not enough.
 
3.4.4 food regulators and lack of communication between departments
 
Food regulators under the drive of personal benefits, may occur in the process of law enforcement law enforcement is lax or irregularities. And the competent department of the management of food regulators also there are two possible: check or not check (can also be understood as not responsible behavior of regulators to pursue or not to pursue). The administrative departments for further assume that when regulators while conducting supervision and inspection work, the responsible behavior will not be found; When departments do not check with regulators work (loose), regulators of irresponsible behavior will not be found. Regulators are not responsible (illegal) the probability of the main associated with regulators with fine revenues. Regulators are not responsible punished after the penalty, including fines, administrative penalty and criminal punishment. Assuming that these penalties can be expressed with a certain amount of money, when regulators through illegal fines income after the above was found, then increases risk of law enforcement is lax and the practice. So to reduce the regulators do not responsible (illegal) probability and prompting them to work in earnest, mainly from three aspects: one is to increase the regulators don't responsible (illegal) behavior of penalties, namely heavy penalties. Probability is increased by the competent department of inspection, frequently check. Third, we need to improve the supervision and inspection technology, reduce the inspection fee.#p#分頁標題#e#
 
3.5 the production and business operation
 
First, the production and business operation scale is small, operators illegal problems.
 
In the production, food production enterprise scale is small, scattered, food grade and low level of security technology, source management difficulties; In the food processing link, a large number of cottage industry of small food processing enterprises, don't have the qualification for production of qualified products, has the hidden trouble of safety and health; Food circulation broader, numerous food business enterprise at present, the market competition is intense, update operators care facilities, not to mention the quality control and safety management.
 
Food industry admittance threshold low, quite a number of laid-off workers HeJinCheng migrant farmers are added to the food industry. At the same time, because of the lack of organization, ChanGuDuHu development food brands and high cost, low profits, made by producers and operators to differences in food product quality and obtain additional income. If the food in the market can't reflect quality, is out of step input and output, it is impossible to encourage producers to improve food quality, to improve the quality of food and increase the investment. The food industry scattered industry pattern to the overall low profit margins. And low profit, can cause price competition as the main means of vicious competition, make the operator in violation of the rules, break through the legal and moral constraints. Therefore, finally in the case of inadequate market information appear shoddy expulsion of high-quality food "lemon market".
 
Second, the production and business operation procedure is difficult to implement, food production and environmental pollution is more serious. Currently, scattered, small-scale farmers are still is the main part of the food production, the low degree of organized production operators, quite a number of management lags behind. Because of the lack of perfect system of industrial organization, producers and business operators, operators and consumers, it is difficult to form a stable supply and marketing contract relationship between producers produced food supply different dealers and consumers, dealers also produced by different producers of foods, lead to the same operator management of food quality is constantly changing.
 
At the same time, in the process of food production, because producers lack of consciousness and the cleaner production technology, raw materials by severe pollution of the environment; In food processing, transportation, storage, sales process, because the food lacks the strict safety control and technology control, easy to cause a lot of bacteria and pathogenic bacteria.
 
Third, wantonly to produce fake and shoddy food, disrupt the normal market order.
 
Individual producers to take steps to send the real product quality signal, if the marginal cost is greater than marginal revenue, won't produce quality signal of incentive mechanism, consumers will experience for lack of characteristic signal of the quality of product and trust. Greed food operators in order to get high profits, add surpluses underlying hazard substances in food, has made good on the outside dis-guised. To hide the quality of the shoddy food, only the label on the food packaging materials information, annotation of additives is more cautious or hide completely. And consumers can not use naked eye out features and content of food additive. This kind of hiding information, misleading on consumption, seriously disturb the normal market order. In 2009, the administrative department for industry and commerce industry without according to manage 240000 dealt with food. In 2009, the administrative department for industry and commerce to crush the production and sale of counterfeit goods production base 7502, investigate to produce fake and shoddy food, with 66800 cases of illegal seizure of counterfeit and shoddy food value 245 million yuan, with 64 cases of handed over to judicial authorities for handling.#p#分頁標題#e#
 
Fourth, the food safety science and technology achievements and technical reserves.
 
Long-term since, our country's food science and technology system is mainly aimed at improving food quantity and variety, and set up for small food safety investment in scientific research. About food safety in China involved in scientific research, such as new type of pesticide, fertilizer, feed, food additive, flavoring and so on has the problem of outdated technology and development ability weak, the lack of products with independent intellectual property rights.
 
Chapter 4 the effect of information asymmetry in the food safety
 
Nelson (1970) food quality characteristics can be divided into the search quality, experience, quality and trust products. Search determined by consumers of sensory quality, quality of experience through consumer experience is confirmed, however trust quality cannot through the senses and experience two ways to confirm, due to the naked eye cannot be directly observed, cannot understand the harm in a short period of time, and lack of trust product quality information most easily, and the harmful effects caused by missing information is the largest also, this is the serious information asymmetry. What serious information asymmetry can lead to the result?
 
4.1 "behavior of induced by the manufacturer
 
In the new institutional economics, "behavior is also known as entrust an agency problem. China's current social credibility is not high, the higher information cost, the higher the degree of information asymmetry, adverse selection and opportunistic behavior is more serious. In the food market, the consumer is the principal, the food manufacturer's agent. Product safety, the better, the greater the cost of production, production of food safety and food quality, profit, there are many contradictions between qualities such as appearance. Vendors can through the adoption of advanced biotechnology, to improve the appearance of the food products, production, reduce production cost, but at the same time to strengthen food safety control will bring additional costs for producers and operators. Exist some difficulties in identification of consumer food safety features, especially the safety quality cannot identify or verify directly, fruit pesticide residue problem, for example, consumers could not know growers in the process of fruit production for the use of pesticide, unless special tests after a professional, pesticide residue composition is invisible, intangible, don't feel after eating (pesticide exceeds bid badly cause acute except in the case of food poisoning), and when consumer is buying cost due to the limited impossible for every product residue detection, so even if the manufacturer claims that its products no pesticide residues exceeding the standards, consumers are unable to assess the validity of the statement. So when this happens, asymmetric information companies can take advantage of the consumers on the supervision of food safety is difficult, to carry on the various forms of profit-seeking activities, by reducing the safety to reduce the cost of production, the pursuit of self-interest maximization. Food industry chengxin consciousness, when information asymmetry, adding the opportunism behavior of manufacturers, vendors to compete and profit, high production of safe food and trustworthy vendors will cheat consumers switch to low production of safe food, with a vicious cycle of "adverse selection", breach the manufacturer will drive and trustworthy company, makes food market supply system is very fragile. Vendor, behavior will lead to the food market security levels drop, the food market of frequent food safety incidents is the best example. Both parties in the case of asymmetric information, manufacturers appear "behavior. In the long term moral crisis inevitable. Don't have a massive wave of moral crisis in ancient China, because of before the agricultural society, Commodity Exchange occurs mostly in citizen, between buying and selling food is old, food security by word of mouth integrity constraints, this is an acquaintance of social ethics. Of contemporary society and business is very different from before, after the reform and opening to the outside world, a large number of population into the city, the food industry threshold, decrease of one important way of revenue of local government employment. For many small workshops and flow Lord vendors, buy things people are stranger, acquaintance social morals have no binding force, under the planned economy of pent-up self-interests blowout, pure pursuit of the interests of the desire to make a lot of people lost for the fear of life, and laws have not kept up with. Asymmetric information, consumers do not know, the quality of the market will make adverse selection, which is good money after bad money. At present China's economic development is not mature, food bad money after bad money rule once encounter a fragile economy system, you will be multiplied.#p#分頁標題#e#
 
4.2 consumer health and safety risk
 
Since the trend of economic globalization, the food supply chain extended ceaselessly, any link in the message obstacles will likely affect the safety of the final product. On the one hand, increase the safety of the food market uncertainty degree, on the other hand, consumers identify complex increased difficulties of the characteristics of food safety, and this makes the consumer is unwittingly, unable to resist all kinds of security risks, can only passively accept safe hidden trouble.
 
Shock of Chinese and foreign "sanlu milk powder" incident, the first discovered in gansu province, eating sanlu milk powder infant urinary calculi. Checked by the ministry of health, shijiazhuang sanlu group co., LTD. Production of SanLuPai infant formula containing melamine chemical raw materials, and can cause human urinary tract calculi. As the national famous brand "sanlu milk powder" in the country and even the whole world a large number of sales, in addition to gansu province, shaanxi, ningxia, hunan, hubei and other places also occur more cases of infant urinary tract stones. On September 11, 2008, shijiazhuang sanlu group co., LTD. Through the introspection found the factory part of the batch before August 6, 2008 SanLuPai infant milk powder contaminated by melamine, and then to withdraw all the batches of milk powder market. But the market sales problem batches of milk powder is about 700 tons, eating milk powder infant patients are also growing. Hebei sanlu group eventually declared bankruptcy, asset auction, infants and young children families pay patient, the group senior management involved was found guilty of production, sales and shoddy products and endangering public security, sentenced to life imprisonment. In "sanlu milk powder" incident, in the final consumption of milk powder on the buyer could not tell from the product packaging for detailed safety information, it is impossible to observe milk powder production and processing process, so can only passively accept the risks of food safety problems, some risk even to pay the cost of health or life.
 
4.3 caused a crisis of confidence
 
Asymmetric information easy to cause the crisis of confidence, make the information receiver mistrusted both senders. In the link of food safety management, the government is the information of both senders, consumer is the receiver. Government information opaque, or published information is true and will cause problem of information asymmetry between the government and consumers in the long term, a sharp drop in consumer confidence in the government, consumers gradually lose confidence. Government credit loss among consumers, serious damage to the benign interactive relationship between them, undermined its interactive mechanism, at this point, the government behavior is often difficult to get the understanding of consumer understanding, the claim is difficult to get consumers to cooperate actively.#p#分頁標題#e#
 
Information cost mainly comes from two aspects, on the one hand, is the direct costs, including the cost of information collection, information processing and processing cost, information cost, information storage cost; On the one hand, is the political cost, for example, the governments at higher levels of government to provide information, may affect the official promotion, and when the government released information, may expose the government decision-making errors caused by indirect costs, and at the same level of government or department, as a result of competition between cost and so on. Consumers lack of trust to the government, when a major food safety problems related to food on the market will be affected, even collapse related to food production, cause huge economic losses. Britain during the mad cow disease, the country's consumers talk about cows, even through strict review process and was proved to be safe meat food, also will be rejected by consumers. In addition, food safety problems, consumers don't trust will lead to the plight of the government management, such as "dioxin incident" shocked the world, food safety malignant events directly lead to the collapse of the Belgian government.
 
4.4 the food market collapse
 
Before the products into the market, the enterprise in order to seize market share will cost huge investment promotional advertising, business to ensure the good operation of their own, tend to depress the price of raw material, in order to the good circulation of funds. At this point, the raw material provider unprofitable, this case is easy to breed shoddy, false really bad behavior, which is an inevitable result of interest allocation distortion. Not only is the food industry, there are many production industry product quality problems, the appearance of this kind of behavior pattern with interests distribution has a direct relationship.
 
Distorted pattern of interest distribution will make the production cost and risk cost again and again is to pass on, finally can only be borne by the social environment, hazard. When people buy food when there is no way to tell the quality of food safety, they are either choose to take risks to purchase, pay the cost of health and body; Either no longer buy, no longer use this kind of goods. The end result of this creates a lemon market theory: a market meltdown.
 
Chapter 5 the measures to solve the problem of information asymmetry in food safety
 
Based on the above research, the elimination of food safety problems, to establish a long-term mechanism of food quality and safety, is a long-term process. In the process, should create conditions of market mechanism to play a role as far as possible, improve the market mechanism to play a role of the environment, supplemented by government regulation, in particular, should do the following:
 
5.1 improve the ability of consumers access to information#p#分頁標題#e#
 
5.1.1 consumer safety awareness
 
In countries with limited resources, to improve the utilization efficiency of resources allocation, it is necessary to focus on, targeted at specific groups of people to strengthen food safety education. As the urban consumers and high degree of education of its safety consciousness is stronger, it easier to accept and master the safety information, thus it can be the first to food safety education of urban consumers, food safety education courses in higher colleges, to food quality and safety of college students with higher education information education, vigorously improve the food safety quality target population. Second, fully make use of the mass media such as TV, newspaper, widely publicize food safety knowledge, according to the characteristics of consumers across to carry out food safety education activities, improve food safety consciousness of consumers. Quality and safety of information display mechanism can be established, depends on consumer loyalty degree of quality products, if consumer negative product quality information timely feedback to producer, so it's difficult to solve food safety problems. Accordingly, consumer should consciously resist unlicensed peddlers, cannot figure a convenient and cheap, should take the initiative to the relevant departments of the reflecting the problem of fake and shoddy and autonomous maintenance food market order.
 
5.1.2 strengthen consumer's ability to obtain quality certification information
 
Improve the information transmission way, convenient for consumers. TV is consumer acceptance and the main channel to obtain certification information, so the consumers to make use of television media food safety education, to effectively improve consumer use of quality certification information play an important role. Media reported increase food safety program, for example, time, strengthen the food safety program reported strength, to map and comprehensible way, carry out various food certification knowledge popularization propaganda, enhance the recognition of consumers on the certification mark; Government authority through the television media release authoritative information on a regular basis, TV media in a timely manner for a variety of certification of food safety events are objective and fair coverage, avoid using false information to cheat consumers.
 
5.1.3 increase consumer confidence in the authentication information
 
If consumers don't trust quality information system transfer information, then spend a lot of social resources to establish the quality of the information system will not be able to function properly, the adverse selection caused by asymmetric information not effectively suppressed, food safety problems will not be fundamentally ease, therefore, to improve consumer confidence in the authentication information is the key to play a role of authentication information. The government rely on market mechanism to strengthen consumer confidence in the quality certification: first of all, through market competition to establish credit mechanism of certification bodies. Certification institution to the enterprise granted certification process to be objective and fair, certification bodies must have authority, credibility first, with their own reputation and regulatory responsibilities to ensure that the authentication enterprise credibility. In order to effectively use of monitoring information of certification bodies, and ensure the credibility of certification bodies, improve the regulatory initiative, must break the certification under the government monopoly market, establish a professional certification enterprises, the socialization of the certification body and marketization. Market of competitive authentication, the authentication institutions for survival will pay attention to their credit, which further increases the consumer confidence of certification. Second, strengthen the government supervision function, improve the ability of government regulation and oversight. Certification bodies through specialized monitoring, trust in food products can be transformed to experience, certification institution to send information is an important food quality and safety information. Regulators to perform regulatory responsibilities seriously, to ensure the authenticity of the certification mark, crack down on bogus certification. Regulators and fair law enforcement, strict regulation, competition by democratic system to protect the reputation of regulators and social supervision.#p#分頁標題#e#
 
5.2 to strengthen the construction of production organization
 
Food producers and business operators to strengthen self-discipline, strengthen the responsibility consciousness, to stand in for people to be responsible for the health point of view is engaged in the production, consciously in accordance with industry standards for production. Build system of introspection, do check list table listed the contents of the requirements, production in line with the approved content of products, raw materials and product outbound records of account, and you have the complete batch production and inspection records retention samples, practitioners have effective health certificate to mount guard operation.
 
The following establishments, for example, we conceived an enterprise internal management mechanism:
 
The first and improve the internal health supervision mechanism
 
Restaurants to set up the special supervision link, with professional personnel to monitor the health of establishments. Specific duties are, first, to supervise the employees in medical examination, ensure employees health problem, second to the ingredients and processing link to supervise, not fresh ingredients to food processing and quality closes nevertheless, moreover for cafe environment and monitoring the health situation of tableware.
 
Second, strengthen the training of health awareness
 
Restaurants in regular health check activities and related training, raise awareness of the health of employees. First, strengthen the training to the employees in the pre-service, post training, pass the concept of health non-stop to employees, cultivate awareness of its own good health; Second set various appraisal project and disciplinary measures to mobilize the enthusiasm of staff take the initiative to keep health.
 
Third, the food hygiene responsibility system
 
In institutional guarantee health stores, formulate personnel responsible for the health problems take full responsibility, full, set up a health check notepad, health problems of the shops, target responsibility, to record the degree of customer satisfaction, improve the important degree of health work in enterprise management. Enterprises can actively, consciously, standing on the health of consumers to do business, the credibility of enterprises will get very good ascension, in the long term, for the enterprise itself is conducive to the development of the right path.
 
5.3 specification of circulation in the behavior of economic agents
 
Food quality information transfer reputation mechanism and producers also need to create the involvement of intermediary organizations. Transfer the food industry association, the consumer association, the international standards organization, news agencies, and other information service organization's enthusiasm, give play to the role of the supervision and evaluation and information dissemination. International standards organization of the certification system, the supervision of the consumer society and publicity, food industry association member of the manufacturer's self-discipline requirements, information service organizations for the latest food safety problem tracking and research both at home and abroad, all help food quality information timely and effective delivery, improve the ability of consumers to identify the quality of products, improve the consumer's perception of food quality, helping to suppress food market low-quality products. Food safety issues in the industry, will affect the whole industry's reputation and economic benefits, great harm to the whole industry and even devastating. China's food industry association shall maintain the image of industry, the initiative to undertake the important task of promoting food safety. Industry association is a division of production and development of the market competition to a certain stage of the product. Under the condition of market economy, industry association's main functions are: to seek and safeguarding the interests of the whole industry; Under the discipline of a certain service for members, enhance the competitiveness of the industry; To maintain the overall reputation of the industry, for a member of the association's legitimate interests. Food industry association for food safety driving force should be in the following aspects: to strengthen the food safety education of members, set up industry sense of honor; Organize business training for the members, correctly grasp the advanced method of ensure the quality of the food hygiene; Set up advanced, criticism, prompted members constantly improve the level of food safety work; Keep in touch with government departments, industry information data, get the latest policies; Cope with industry food safety emergencies, strengthen the communication with the government, eliminate the bad influence, properly handle the aftermath. With other organizations experience on food safety in the exchanges and cooperation.#p#分頁標題#e#
 
5.4 strengthen the function of government regulation
 
In order to ensure the security of the people's life, standardizing market economic order and guarantee the healthy development of the food industry should improve the food safety law system as soon as possible, the food safety regulatory system, food safety emergency response mechanism, the food safety standards and the examination system, the food safety risk assessment system, the food safety credit system such as food safety guarantee system, strengthen the function of government regulation.
 
5.4.1 use legal means to promote food quality information credibility construction
 
Strict law to force people more credit. State legislature to improve food safety laws, around the central issue of food safety, combing the existing food safety laws, regulations and policies, clear the conflicting, vague, lack of operability of food safety laws and regulations, from the view of the whole food industry chain, revise and perfect the existing regulation, ensure compliance with the revised coordination, maneuverability, constrained by legal means government, manufacturers and consumers and intermediary organizations, regulate the economic behavior of the food market participants, ultimately promote the food quality effective transmission of information, to ensure food safety.
 
5.4.2 to strengthen food safety regulatory responsibilities
 
To strengthen food safety responsibility, that is, to do their duties to work on food safety overall responsibility, the government function department first, negative enterprise solely, the full implementation of accrual. Food safety supervision from farmland to dining table, the whole system link in many, many varieties, regulators, must establish and perfect food safety supervision work mechanism, giving play to the role of each member and form the individual members of the food safety unit, doing things, should the interactive situation, resolutely overcome cross function, repeat regulation and regulatory gaps. Work schedule to advance. Food and drug regulators often goes down to the basic unit investigation and study, understand the food safety hidden trouble, grasp the weak link in food safety production, food safety rectification timely, focus, clear regulation regulation standards and regulation requirements, do work early deployment, arrange early, early treatment, put the question to solve in the bud. Strengthen knowledge propaganda. Food safety knowledge propaganda and education and training is a long-term work. To the laws and regulations on the one hand, to strengthen the enterprise staff, production standards, operating conditions of knowledge training, strengthen the awareness of enterprises of the first. On the other hand, to strengthen the food safety awareness among the people, to enhance the recognition ability of food safety, strengthen the ego to protect consciousness.
 
5.4.3 promote the building of the food safety credit system#p#分頁標題#e#
 
General administration of quality supervision, inspection and quarantine requirements to establish the unified management, classification regulation, center of gravity down, level responsible for "the new food safety regulatory system is to establish a food production safety supervision responsibility system, improve the food production and effective supervision mechanism, applies a system of food production or processing enterprise quality credit records, under construction in the whole food industry quality files, on the basis of comprehensive records of food quality and trustworthy and broken promises. In today's society, credit has become a kind of intangible capital, credit good enterprise can get more long-term interests. If food companies to set up safety responsibility consciousness, and the actual production sale and other details into the connotation of the enterprise, become the enterprise credit, then we and why should I worry about food safety issues? First legal construction and external guarantee of credit system, it is a strong backing, the state formulates the food credit laws and regulations and implementation of effective supervision, can give the general food company to guidance, let them know what to do and what not to do, by coercive power to ensure implementation of the law. Secondly to strengthen moral restraint, moral constraint is the complement of the construction of legal system, through the social public opinion calling upon the people of conscience, attacked evils, do not harm people healthy food, self-discipline, so the government to vigorously carry out moral education in the food industry, the media must carry on the correct public opinion guidance, the legal construction of the moral constraints as a powerful supplement. Again to want to have a sound mechanism, mechanism of credit information to obtain credit information, credit information management system, using the mechanism, the credit information release mechanism and the appeal of the enterprise mechanism, etc. Are all the content of the credit system should include, and a complete food safety credit system can ensure the orderly operation of the whole system, better play its role. Finally, a fair atmosphere, objective and fair, equally, try to avoid foods with big deceit small between enterprises, disparage the event.
 
5.4.4 unified safety standards and testing system
 
First, the perfect food safety standard system as soon as possible
 
At present, the food standards are divided into the national standards, industry standards and local standards and enterprise standards, a total of four class standard. But the overall level of food standard system in our country is low, the national standards, industry standards, there is a cross between the local standard or contradiction, shortage of important standard, part of the standard of the implementation of the situation is bad, even compulsory standard also is not very good. Our country should strengthen the study of the codex alimentarius, reference to choose to suit the situation of our country's food standards, the domestic food standards in line with international standards, avoid repetitive work, improve the credibility of the food safety system. Recently, the state administration of quality supervision, inspection and quarantine and national standardization committee according to the state council on further strengthening the work of food safety decision ", began to organize the implementation of food standard formulation and revision, and an important foundation work will be to improve the level of food safety in our country has a very important role, will greatly improve the level of food safety in our country.#p#分頁標題#e#
 
Second, increasing spending on research and application of the food inspection
 
In the food safety guarantee system, food testing work should be followed and accordingly improve the revision of the standard. Detection for food production, processing, transportation, storage and marketing in the important means to monitor food safety and inspection, directly affect the quality and safety of food. With the establishment of food safety guarantee system and the improvement of the standard, the detection technology put forward higher request. The important measures to improve the ability of our food testing mainly include: establishing social food inspection institution and make information sharing; As soon as possible detection means of speed measurement, portable, establish scientific testing quality assurance system; Strengthening inspection technical reserves and personnel reserve, etc. From the perspective of the objective reality of establishing food safety guarantee system, the governments at all levels should increase funding for food testing technology research, and applying research results into as soon as possible, provide powerful technical support for food safety regulation.
 
5.4.5 emergency rapid response mechanism
 
With the perfect food safety laws and regulations, manufacturers improve self-discipline consciousness, improve consumer rights protection consciousness, national food regulatory enforcement level enhances unceasingly, food safety factor decreasing, but due to the constraint of science and technology and so on, there is no such thing as perfect food safety, food safety incidents are generated. It is worth mentioning, circulation is complicated, it is the most prone to food safety emergencies link. In the contemporary society, the socialization of food needs to improve, to flourish under the condition of modern production techniques of food products, the food market is more complicated in modern sales network, sudden event in the event of food safety, it is hard to measure to suffer the consequences.
 
Therefore, establish and improve the response to food safety emergency rapid response mechanism is an urgent task. Can only be positive early prevention, eliminate the food safety problem, won't produce bad influence; For food safety incident has occurred, to early detection, early organize relevant departments to deal with, to reassure consumers, active problem solving, minimize has the damage, maintain the normal market order. First, make full use of the mass media reports on food safety plan new trends, new information disclosure of food safety incidents, maintenance and guarantee the safety of food of the people's right to know and to supervise; Second, in school, community, township actively organize food safety propaganda activities, provide the people with food safety warning knowledge, improve the food safety consciousness of consumers. Third, the establishment of food safety consulting complaints and rescue center, improve the food safety supervision network, strengthen the social supervision of food safety and food safety emergency response mechanism. Hebei university master degree theses of master of economics#p#分頁標題#e#
 
5.5 to promote food safety traceability system construction in our country
 
5.5.1 accelerate the objective need of the construction of the food safety traceability system
 
Source of food from production to final consumption, often need to go through multiple links and multiple places. In the process of the separation of time and space, the subject of food safety control and risk factors will also be changing. Establish and improve the food safety traceability system, is to strengthen the food production and operation management, to strengthen food safety supervision, promote the construction of social credit, the safeguarding of consumers' interests reality needs.
 
(1) strengthen the food enterprise of the objective need of self-management and self-discipline
 
Food production management enterprise is the first responsible of food safety. Under the socialization production, food production or marketing segments, often responsible for food safety regulation is often segmented. Enterprise of food safety responsibility, however, are not simply according to the link for allocation or pursue. Food safety risk management, its basic requirements are: which enterprise responsible for food safety risk, for which the enterprise should be responsible for food safety problems. Therefore, the establishment of food safety traceability system, which is beneficial to strengthen food safety management and fine management, further strengthen the subject consciousness of the food enterprises, risk awareness, responsibility awareness, honesty and self-discipline consciousness, through the food safety control system, record the whole process of food production or marketing information, to a certain extent, solve the food production, management and consumer food safety information asymmetry between the main body of outstanding problems. It can be said that the establishment of food safety traceability system, although not completely eliminate the occurrence of food safety issues, but can be in a certain extent, improve the food safety management ability and level of the enterprise, and in the event of food safety accidents, the enterprise can quickly track, take timely seizure, shelves and recall market control measures, such as minimizing the spread of the problem of food and minimize the losses of the enterprise, to maximize the maintenance enterprise image and reputation.
 
(2) maintain the objective demand of the consumers' right to know and participate
 
In recent years, frequent food safety incident happens, the public's consumption idea is shifting, to enhance consumers' risk consciousness and right consciousness, safe, healthy consumption, scientific consumption, rational consumption has gradually become a fashion. "Consumer rights and interests protects a law" stipulated in article 8, consumers enjoy the knowledge of the purchase and use goods or accept service of the rights of the real situation. Consumers shall have the right to according to the different situation of commodities or services, require the operator to provide the prices of goods, producing area, producer, usage, performance, specifications, grade, main ingredients, production date, expiry date, certificate of inspection, usage instruction, after-sales service, or service contents, specifications, expenses, etc. Establish a food safety traceability system, which is beneficial to consumers in purchasing, consumer food more comprehensive grasp of food safety information, scientific and rational consumption choices, actively and effectively participate in food safety supervision; At the same time, in the case of food safety accidents, but also to customers timely and accurately recover the responsibility main body, to better safeguard the legitimate rights and interests of their own.#p#分頁標題#e#
 
(3) the promotion of the objective need of government food safety regulation ability
 
Effectively promote food safety regulatory ability is governments, particularly in developing countries is generally facing the outstanding problems. And in government food safety regulation ability index system, the control ability occupies very important position. Set up food safety traceability system, can make the regulators in daily supervision timely and accurate control of the basic situation of food production, circulation, consumption, so as to take effective measures targeted to strengthen the supervision and regulation. Food safety incidents, through the food safety traceability system, regulators can quickly find out the problem or suspicious food source and flow, take timely prevention and control measures to prevent the further expansion of food safety accidents. Practice has proved that the perfect food safety traceability system can effectively improve the government's food safety regulatory capacity, especially in food safety emergency response capability.
 
(4) severely punish illegal and criminal behavior of the objective need of food safety
 
The concealment of the illegal crime in recent years, food safety and liquidity, increased only by the traditional way of regulation method is difficult to find. Set up food safety traceability system, by means of modern science and technology, regulators and the public security judicial organs can quickly find, search and locking problems, food and food from the problem of food safety, to strengthen the pertinence and effectiveness of administrative law enforcement and criminal justice, and severely punish illegal and criminal behavior to food security, as well as to stabilize the social order, strengthen the social consumer confidence.
 
2, the positive study of the developed countries food safety traceability system construction
 
Since the 1990 s, many countries and regions frequent food safety incident happens, food companies and regulators droopy, caused the general consumer's strong dissatisfaction, social crisis. Therefore, some countries and regions to establish a food safety traceability system, to strengthen food safety control ability. The European Union, the United States and Japan are early to develop regional and national food safety traceability system. Food safety traceability system has become a significant means to ensure the food safety in these countries.
 
(1) the European Union
 
In response to the mad cow disease, the European Union in the study of food safety traceability system began in 1997, 2000 as the European food safety regulatory roadmap of white paper on food safety was pointed out that: the success of food policy need to feed and food traceability and its composition. Released in 2002, the European Union EC178/2002 regulations, provisions of food, feed, and other food animals may enter the food chain and chain of feed material, the production, processing and circulation of each link to establish traceability system; Food and feed industry should be able to identify and track their food, feed, food-borne and other animals can enter all the material source of food and feed chain, so that when a need to get these information; Food and feed industry should establish can recognize and track their products to system and procedures, to provide this information if needed. For ease of tracking, food and feed into the market, or may come into the market, must meet the requirements of the specific files and information for the appropriate tag or recognition. If operators consider or have reason to believe that the import, production, processing, manufacturing or distribution of the food or feed do not conform to the requirements of the food or feed safety, should take immediate action, will suspect product to withdraw from the market, and inform the relevant agencies or head. Since then, the eu issued several regulations and instructions, through batch number coding, the markup tags, country of origin and so on, for all kinds of food, feed and so on to establish food safety traceability system.#p#分頁標題#e#
 
(2) of the U.S.
 
Through the bioterrorism act of congress in 2002, will increase food safety to the strategy of national security, put forward the "from farm to table" of risk management, enterprises must establish a food safety traceability system. Under the guidance of the act, the U.S. food and drug supervision bureau established the record management regulations, etc., and law enforcers for the enterprise provides the implementation of food safety traceability technology. In 2004 the United States food and drug supervision bureau announced regulations on the food safety tracking, requires that all food processing, transportation, distribution and import companies to build and preserve relevant food circulation process records, related to food production enterprises shall establish a food safety traceability system at the end of 2006.
 
(3) of Japan
 
In 2001, Japan began to study to establish food safety traceability system. Under the leading of the Japanese government, non-governmental organizations and companies research tracing system operating platform. The ja requirements belong to farmers record, flour, fruit and vegetables, meat and dairy products such as agricultural producers, farmland location and use of pesticides and fertilizers, use the information such as number, date of harvest and sell. The ja to gather information for each distribution of agricultural products "id card" number, into the database query for consumers. Marked in the retail store, each product must be marked "id card" number, consumer can be in the store food production and circulation of the terminal information.
 
From the European Union, the United States, Japan and other developed countries and regions of food safety traceability system, the following basic conclusions: one is the food safety traceability system is to strengthen food safety management, clear responsibility, food safety is the effective means to improve the efficiency of market circulation. Secondly, the construction of food safety traceability system in food companies to bring benefits at the same time also will increase the cost of enterprise, countries should pass legislation into the legal system of food safety traceability system construction. 3 it is food safety traceability system according to different product take back carrier or in different ways, such as label, paper certificates, information coding, etc. Overall, a traceability system is from the label, paper prove that the traditional way of traceability, to information coding and other modern traces the change of the pattern. Four is food safety traceability system construction shall be overall arrangement, earnestly with coordinated between each link.
 
3, preliminary exploration to the construction of food safety traceability system in our country
 
(1) food safety traceability system construction
 
At the beginning of China's food safety traceability system construction in the new century. In July 2001, the Shanghai municipal government issued "interim measures for Shanghai edible agricultural products safety regulation", the measures stipulated in article 16 set up production base for safety and hygiene quality tracking system, the production base in production activities, shall establish procedures for quality records, records of pesticides, fertilizers, veterinary medicine, feed and feed additives used and epidemic prevention and quarantine, etc., to ensure that the product traceability. Non-production base should be referring to the management mode of production base, records of pesticides, fertilizers, veterinary medicine, feed and feed additives, such as the usage of production materials; Article 26 the regulations establish edible agricultural products in circulation circulation of safety and health archives. In July 2003, the state council general office on the implementation of the food and drug project notice rules, implement marketing show me tickets and important market sales records system. In September 2004 the state council on further strengthening the work of food safety decision "is put forward, to establish the quality and safety of agricultural products traceability system, and actively promote distribution enterprise to carry out the incoming inspection acceptance, show me the ticket, buying and selling parameter and quality acceptance system. In 2004 the department of agriculture began in Beijing, tianjin, Shanghai and other eight cities to carry out the agricultural product quality safety traceability system construction of pilot work. In May 2004, Beijing and hebei province joint launch "pilot program" besides vegetable product quality traceability system, 6 counties in hebei province vegetables pilot base for using a unified packaging and product label information code, to the Beijing xinfadi market and ocean road two wholesale market supply. In June the same year, barcode propulsion engineering office, the international "vegetable safety traceability information system research and application demonstration project" started in weifang city, shandong province shouguang tian yuan vegetable base and vegetable base in la. To grasp the quality from the sources and the implementation of agricultural products market access system, identity, recall and joint article numbering center of China in weifang city, shandong province, shouguang, shouguang quality and technical supervision, and tian yuan, Los Angeles, two leading vegetable base, electronic auction, online marketing, e-commerce mode, tracking and tracing study of agricultural products supply chain, to establish "pollution-free vegetable quality traceability system". In April 2007 the state council general office issued by the state food and drug safety "11th five-year" planning ", put forward to strengthen food safety application technology research, including food variety characteristic graph of traceability technology, food technology, food labels and barcode tracer technique, quality and safety of agricultural products traceability technology; Strengthen food, food additives, food packaging material label management. In 2008 Beijing Olympic Games, for food safety traceability system construction in our country. As an opportunity to Olympic food safety traceability system, the capital of food safety traceability system into a new stage. In the process of drafting the food safety law, proposed countries for food, food additives and food-related products shall practise a system of supervision code. Specific measures and steps by the relevant departments under the state council. To carry on the management of food safety supervision code has food producers, food production license issued by the department shall also be sent to the applicant at the same time food safety supervision code code; Does not meet the prescribed conditions, decided not to license and explain the reasons in writing. Object, part of the food enterprises after listen to opinions from all aspects, the standing committee of the National People's Congress will be food for the second review electronic regulation related content deleted.#p#分頁標題#e#
 
(2) the expansion of the food safety traceability system construction
 
In September 2010 the state council general office work on further strengthening the dairy quality and safety notice is put forward: to perfect the dairy product traceability system, establish and improve the validation recount query system, establish a unified national dairy production and business operation entity information database, recorded in detail, including the bank opens an account name and account information, to the relevant dairy stock units to provide validation recount the query service; Refinement to perfect the system of inspection of goods, to the specific requirements of the dairy production and business operation records and incoming inspection, and do a good job in every link of cohesion, enhance the traceability of records; Electronic information tracing system is established, the infant formula milk powder and raw materials for the pilot implementation of electronic information tracing system, from raw milk, procurement, production, materials, transportation and sales in the whole process of the terminal effective regulation, to ensure that the product can quickly distinguish authenticity in any link, gradually implement electronic information tracing system in dairy industry. In 2010 the ministry of commerce, finance part two batches in 20 cities to carry out the construction experimental unit of meat and vegetables circulation traceability system. The ministry of commerce determine urumqi, hefei, nanchang, tianjin, Harbin, haikou, jinan, lanzhou, yinchuan and other 10 cities in the nation's second batch of meat food circulation traceability system construction pilot cities. In 2011, the state administration of quality supervision, inspection and quarantine set out to dairy products safety traceability system construction. Issued by the general office of the state council in 2012 of the 2012 food safety priority arrangement is put forward: meat, wine electronic traceability system.
 
Food safety traceability can be divided into traditional tracing methods and modern ways of traceability. Traditional way back mainly through food production and operation records, show me the ticket and procurement in the form of parameter and traceability. Production enterprise "food safety law and its implementing regulations shall be truthfully recorded in the process of food production safety management, record keep period shall not be less than 2 years; Food wholesale enterprise shall truthfully record the names of the wholesale food, buyers name and contact information, records, bills of shelf life shall not be less than 2 years. Traditional tracing method has the advantages of convenient, economical, but there are also big workload, low efficiency, inconvenient operation, repeat trival, it is difficult to share resources, supervision is difficult to reach the designated position, etc. Modern way of traceability is to use high-tech means, using electronic information tracing system implementation. This way can often be input query, consumer warning information release, product quality supervision information release, and other functions, can effectively make up for the shortcomings in the traditional way back. In recent years, with the rapid development of economy in our country, some local food "electronic record", such as zhenjiang is given priority to with electronic record, type the record book is complementary pattern of food safety traceability; An electronic database established food enterprises in nanjing, and shopping malls, supermarkets joint inspection mechanism. These measures contributed to the establishment of food safety traceability system.#p#分頁標題#e#
 
Compared with the developed countries, food safety traceability system construction in China started late, the main problems are: one is understanding. On how to set up food safety traceability system, the relevant departments, food enterprises, industry associations, etc., did not form a unified understanding, even there are some vague understanding. Overall, food enterprises involved in food safety traceability system construction of initiative and enthusiasm is not high. The second is not unified management. At present, food safety traceability system construction department, pattern, multipath, lack of unified planning and overall design, between departments, regions and links between don't match, uncoordinated, hard resources and information sharing. 3 it is technology. Due to the multiple management, all departments and the system of food safety traceability system construction goal, technical standards, route choice and the lack of unified specific requirements, low level repeated construction.
 
4, clear the basic principles of food safety traceability system construction in China
 
At present, China's food safety traceability system construction is still in the initial exploration stage, the top design is of prime importance. Food safety traceability system construction should adhere to the following basic principles:
 
(1) overall planning and scientific arrangement
 
Food safety traceability system construction belongs to system engineering, need to cross link, across different departments, the system construction. So we must to make overall plans by the government, scientific arrangement, division of labor cooperation, advance together. To maximize the effect of food safety traceability system, recommended by the food safety committee office of the state council, in accordance with the scientific, unified, authoritative, efficient target, formulate a unified food safety traceability system construction plan, we will accelerate the establishment of a unified information coding technology parameters and the sharing of information exchange platform, to ensure the scientific and standardization of food safety traceability system construction development.
 
(2) propulsion, the entire back together
 
Food safety including raw material safety, workplace environment safety, equipment safety, process safety and results, etc. Source from production to final consumption, food production and operation often require through multiple links and procedures. And any links and procedures exist defects or appear mistake, can lead to food safety accidents. The food safety incidents in recent years show that food producers or marketers of industrial chain, even can ensure the production and operation of their behavior conforms to the requirement of laws and standards, other manufacturers, operators in the food industry chain is difficult to guarantee the strict control. Some food enterprise itself is not the problem, but it may be related to enterprise in the industry chain of the tired and cause huge economic losses. Food safety issues is a question of the industrial chain, only the implementation of traceability, we will all the way, to ensure food safety information sharing, the problem occurs can accurate traceability and effective control, to maximize the guarantee the legitimate rights and interests of consumers.#p#分頁標題#e#
 
5, speed up the specific measures for the construction of food safety traceability system in our country
 
Accelerate the food safety traceability system construction in our country, should actively already, also want to err on the side. Based on the current, long-term, should take the following steps:
 
(a) perfect the legal standard of food safety traceability
 
The food safety law and its implementing regulations on food purchasing raw materials, food additives, food related products show me rope ticket, incoming inspection, such as parameter records made specific provisions, these provisions mainly belong to the traditional way of food safety traceability, and modern way of food safety traceability is not provided. At present, should speed up the formulation of food safety traceability laws, regulations and standards, establish a food safety traceability general specification and food safety traceability information coding standards, basic principles and general requirements for food safety traceability, tracing process and management rules, information coding, data structure and vehicle identification, etc, to make a comprehensive and specific provision, scientific, standardized, ensure food safety traceability system under the rule of law development.
 
(2) perfect the system of food packaging and tag
 
Food packaging and labeling is one of the important conditions to establish a food safety traceability system. Without complete and detailed food packaging and labelling and traceability information is no attachment. Our country "food safety law of pre-packaged food, food additives, advocate complementary foods for infants and young children, and other specific populations label made specific provisions. But compared with developed countries, our country's food packaging and labelling management still exist some deficiencies, should absorb the developed countries in food packaging and labelling system construction experience, will be food safety traceability information and food packaging label organic union.
 
(3) strengthen the food enterprise credit system construction
 
Honesty is the cornerstone of the foundation of the food safety traceability system. The establishment of the food safety traceability system depends on the food enterprise information accuracy and completeness. If the source of the information is inaccurate, incomplete, and then improve the traceability system will be useless, then advanced traceability technology will also be nominal. Must through the scientific construction of credit system, to ensure the food safety traceability information timely, objective and comprehensive.
 
(4) to expand food safety traceability pilot areas
 
Food safety traceability system in food enterprises operation and management level, also meet the requirements of the quality control technology, informationization level is higher, and the majority of food enterprises in our country also has the characteristics of small scale, scattered structure, the comprehensive implementation of food safety traceability system exists a certain difficulty. Current, can be in some relatively industrialization, large-scale industries to pilot implementation, and gradually expand the scope of the pilot.#p#分頁標題#e#
 
(5) set up food safety traceability information platform
 
With the continuous development of information technology, network technology, governments at all levels should increase financial input, speed up the encoding of structures, including food, production files, product identification and other information traceability information repository, implementation at all levels of government, exchange of all kinds of food enterprise information sharing, dynamic information, timely grasp food safety traceability, early warning and information release. To establish a unified food safety traceability information platform, for regulators to strengthen information for food safety regulation, consumer food safety, food enterprises to improve the security of supply chain management to provide technical support.
 
Conclusion
 
Food safety is the foundation of the national economy continues to stable development and the guarantee of social stability and prosperity, but the events of the frequent food safety hazards, make the food quality and safety become a common concern all over the world. Food quality safety is not only an economic problem, but also a technical problem, the information asymmetry in food safety is the fundamental cause of food quality and safety problems. This article mainly from the perspective of information asymmetry theory, analyzes the information asymmetry in food safety performance, causes and effects, put forward the corresponding measures, and get the following conclusions:
 
First, through to the food quality and safety of analyzes the manifestations and causes of the problem, we found that the root cause of the food quality and safety problem is caused by information asymmetry. Food itself attribute the difficult of let the consumer can't make an accurate judgment about the quality of the food safety, at the same time consumers risk the safety of the food production processing and application of new technology also don't know much. In order to remedy the situation I think should improve the ability of consumers access to information, such as increase the safety awareness of consumers.
 
Second, food producers and business operators subjective from maximize their own interests, in the production and business operation driven by self-interested does not conform to the standard of food. So should strengthen the construction of production organization, improve self-discipline.
 
Third, the longer the food supply chain, a link, the more the greater the probability of food contamination. So I think that should try to shorten the link, at the same time have the involvement of intermediary organizations.
 
Fourth, under the market economy, the "invisible hand" has blindness and hysteresis, government regulators should take the initiative to adjust, standardize and perfect the food safety law system, increase the intensity of punishment for violations of the law, establish the credit system and emergency response mechanism.#p#分頁標題#e#
 
This article from the perspective of information asymmetry in food quality and safety problems put forward the specific countermeasures, but the research level and the limitation of research conditions, this paper is only a preliminary discussion, currently limited to and understanding of food quality and safety problems of food quality and safety incidents around the number of reports and poisoning, hard to avoid has the one-sided. Food quality safety involves the producers, consumers, circulation (raw material suppliers of agricultural products, agricultural producers and food manufacturers, distributors, retailers) and the government and so on various aspects of quality and safety control, to make this all aspects information unblocked at present is almost impossible to completely, we can only do our best to coordinate and control, makes every effort to information symmetry. Food safety is not only caused serious economic loss to the nation, and has enormous influence on the society, is a serious threat to the health of consumers, and to the people caused great psychological fear and obstacle, and even affect the trust in government, so the government must attach great importance to food safety problems.
 
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