Study On The Efficiency Of Information Transfer In Food Safety Traceability System

The problem of food safety arises from information asymmetry and adverse select caused by the credence attribute of food quality. Nowadays, many countries develop traceability system for information's revelation in the world. However, there are many inefficient traceability systems in our country. This paper analyses on effect owing to interactive behavior of farmers,enterprises,consumers,government and certification agencies from the perspective of supply chains. In addition, this paper discusses the governance strategy in improving the efficiency of information transfer in food safety traceability system.In the second chapter, this paper summarizes the traits of traceability technology and the status of traceability system all over the world. The author claims that the primary problem of traceability system is not technical problem but management problem. The chance of traceability technology's innovation is relatively little, we should adjust the system and mechanism at first, and then select the appropriate traceability technology in foreign countries.Based on the experience of research and practice of traceability system in Zhejiang,GuangDong and HuBei Province etc., this paper sums up the problems in the process of information transfer from the perspective of supply chains. Including identity information is lost in traceability system, it is difficult to confirm authenticity of information written by farmers, enterprises are lack of motivation for supporting tracking information, information unit's split and convergence make traceability system very complex and there is obstacle of selecting and understanding information to consumers. Based on questionnaire survey of Huanggang area in Hubei province, this paper also analyzes the status quo of traceability system in grass-roots level, the results show that the restriction of governmental management makes market failure of traceability system informationIn the fourth chapter, the author constructs theory model about members' interactive behaviors in supply chains by tools of game theory,contract theory and information economics. The paper focuses on realizing the market value of traceability information,saving costs of producing information,saving costs of transferring information, which include government provides effective market system of "the high quality have superior price", certification agencies offer effective signals of food quality, enterprises and farmers set up a long contract relationship, reputation mechanism is established by repeated games in supply chains, enterprises monitor in the way of partition levels. Then, the author describes two cases about traceability systems about Jianong company in Shenzhen city and Swift company in Thailand in details, and demonstrates the propositions in this paper.In the end, this paper summarizes the conclusions and puts forward suggestions of improving the efficiency of information transfer from the aspects of perfecting traceability technology,providing effective market system,setting up credit mechanism,developing supply chains and so on.