| Under the new normal economy, improving the product qualityis not only the driving force to accelerate the speed of economic development, but also the only way to promote the transformation of economic development mode. Product quality regulation has become an important channel for governments to implement the relevant quality system, and urge enterprises to strengthen product quality management. However, with the increase of regulatory tasks and objects, while the human and funding constraints, making the difficulty of product quality regulation gradually increased. In recent years, the regional quality accidents have been repeated, showing a trend of all kinds of product and widespread area. It also fully underlines that the failure of government regulation has become one of the key factors restricting theimprovement of productquality.Thetheory and model of product quality regulationhas been in continuousdevelopment and improvement, provide the basis for the government regulatory measures, but fails to fully reflect the regional characteristics of regulation.Determine the critical area of regulation is an important prerequisite for curb regional product quality problems and the hidden dangers.At present, the research on the combination of regional and product quality regulation is still relatively small, and the analysis of the influence factors of regional product quality is in the initial stage. Therefore, research on regional product quality regulation, first of all to a clear division of the regulation of key areas and products; followed by an analysis of influencing factors; again to study how to achieve the government leading, enterprise, consumer and the third party participation of product quality supervision mechanism.Around the proposed problems, this article is carried out from the following four aspects.Firstly, differentiatethe region of product quality regulation. Comprehensive summary theproduct quality regulation regimeof the United States, Japan, Germany and China from regulatory agencies, legal and institution,the similarities and differences between domestic and foreign products quality regulation are comparative analysed,the problems existing in regional product quality regulationare also put forward. In the existing administrative regions, industryand products regional division based, starting from the regional characteristics of product quality problems established the regional- product of adjacency matrix, so as to construct the regionproduct binary networks.Newman fast algorithm is used to divide the network topology structure, and get the regional scope of product quality regulation, and define the concept of regional product quality and regional product quality regulation. Through the regional division to determine the regulatory focus areas, key products, in accordance with the product type, the degree of distribution of regional aggregation of regulatory resources, the development of specific product quality regulation measures to provide a basis for decisionmaking.Secondly,the influence factormodel of regional product quality regulatory is established.Combs the factors affecting the product quality regulation, the selection of regional economic development,enterprise product quality management and thesupervision of the public to determine the impact factor index system of reginal product quality regulatory.Based on structural equation model(SEM) verify the factors hypothesized relationships,results show that the regulation effect of regional product quality level, in turn, is the enterprise product quality management, the regional economic development and thesupervision of the public, and the countermeasures to improve the level of regional product quality supervision are presented.Thirdly, build the game model of government, enterprises and consumers.First the government regulation and enterprise of pure strategy game and mixed strategy game model are established, to analysis the government regulatory costs, production costs, penalties and other parameters on the strategy choice.Then consider the cost of consumer complaints, complaints and other factors, established the game model of the government regulatory agencies, enteprises and consumers to participate in the joint, study the effects of government regulation, the production of qualified products, consumers complaint behavior strategies, and using Matlab numerical example analysis of the relationship action probability. The results show that the greater probability of government supervision, enterprise production qualified products with a greater probability. When the probability of consumer complaints increases, the probability of enterprises to produce qualified products becomes larger; the probability of government regulation becomes smaller.And fourthly, build the game model of the government, enterprises and the third parties. The evolution game model of government and third-party testing organizations(hereinafter referred to as the third party)is established, toanalysis the strategy of them, and discusses the regulation of government revenue and the third party punishment parameters on the evolutionary stable strategy, according to the encoding sequence simulation of the five kinds of evolutionary stable strategy.Then proposed government decentralization and inspires the third party to perform his duties measures.Then the production enterprises into the game model, constructing a rent-seeking game model of government, enterprises and third-party, analyzes the effect of government regulation cost, cost of rent-seeking and third-party rent-seeking benefits on the influence of rent-seeking behavior, measures is proposed to effectively avoid enterprises and the third party of rent-seeking.Finally, summarize the conclusions and points out the direction of further research.The measures of playing the role of the third party and enterprise self-discipline, consumers actively participate in regional product quality regultion are also put forward.This work study and explore the theory and method of the regional characteristics of product quality regulation, and the main innovations of this paper are embodied in four aspects:(1)Provide a new regional division method for product quality regulation. This paper analyzes the regional characteristics of product quality regulation, established the region-product binary network, using the complex network divided into product quality regulation network topology structure, realizing the process of regional classification.In a defined area and product set proposed the related concepts of regional product quality, not limited to geographical, administrative and industry area, better reflectand improve the regional characteristics of the productquality.(2)The structural equation model(SEM) applied to the regional product quality regulation, from the regional economic development, enterprise product quality management and thesupervision of the public, studies the influence of various factors on regional product quality regulation. Influencing factors of establishment of index system can not only for the government to determine the preferred regulatory object and the improvement key factors measures to provide decision support, but also for the enterprises to find problems and improve the product quality management. The influence factors of the index system and weightsprovidea reliable guide for future research.(3)On the basis of existing government and enterprises, enterprises game model, explorethe impact of the cost of consumer complaints, purchase of unqualified products, such as loss and compensation factor to government regulation and enterprise production products.The establishment of the three simultaneous participation of the regulatory game model is more fit the actual situation, to further broaden the application of game theory in regional product quality regulation.At the same time, given the role of consumer supervision, specific measures can effectively reduce the probability of government regulation, and improve the probability of production of qualified products.(4)The third party testing institutions are introduced into the main body of the regional product quality regulation. Existing literature mainly focused on the analysis of the third party can share the onerous task of government regulation and relieve pressure of regulators.But few scholars explore on how the government regulate the third-party. In particular, there is little literature exploring the key factors that affect the choice between them, and how to control these factors to make them to the set goal direction evolution. Through the construction of the government, third party and enterprises in the regional product quality regulation game model, the results can not only enrich the theory of government regulation, but also further improve the the interaction relations research among regional product quality bodies.
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