Based On The Stakeholders Gaming Study On Dairy Quality And Safety In Heilongjiang Province

With the continuous improvement of people’s living standards, dairy has become an important source of dietary protein and an important part of nutrition. The huge market deman d and rapid development of the dairy industry in 2008 the melamine incident broke out in such a background, almost destroyed consumer confidence China dairy. In recent years, frequent dairy quality and safety problems, consumers are increasingly concerned about the dairy quality and safety problems. Standing Committee of the National People’s Congress 2016 agriculture minister a reporter asked "country people to buy foreign milk powder is China’s dairy industry of shame", Heilongjiang Province, the original milk production ranks second in the country, ensure the production of dairy products quality and safety is to build consumer on the basis of Heilongjiang Province dairy industry confidence.Dairy products quality and safety relates to related subjects of all aspects of the dairy industry, in order to ensure the quality and safety of dairy products, the study starts from the balance of interests between dairy related subject, combing the relevant subject behavior selection in the game, through appropriate economic incentives and policy support will ensure that dairy products quality and safety of internalized as a conscious act of the dairy related subjects. In this paper, are studied for the balance of interests between the dairy related subjects including the selection of the game behavior between the dairy farmers; milk station faces the market of raw milk; dairy companies and the government of the mixed game; regulatory behaviors on the other main body behavior to participate in the selection effects on the dairy industry; consumer decision making for market supervision.In the game, stakeholders hope to maximize their own interests, to ensure the quality and safety of dairy products need to adjust the balance of interests of dairy related subjects. Althou gh 2008 melamine incident of Heilongjiang Province dairy enterprises did not find major dairy products quality and safety problems, but the status of safe dairy products in Heilongjiang Province is similarly unoptimistic, consumer confidence in the Chinese dairy products lack the Heilongjiang dairy industry have a certain impact. Game analysis shows that dairy related subjects in the process of the game is to maximize their own interests can not guarantee the quality and safety of dairy products spontaneous. In the market failure, the dairy farmers to sell raw milk when there is no bargaining power, the original milk market lack quality pricing mechanism, so the production of dairy farmers face "prisoner’s dilemma"; milk station faces of the original milk lemon market; dairy products enterprise is concerned about the quality of raw milk depending in regulatory monitoring tube strict degree; when the behavior criterion of regulators is not strict, regulators and between dairy companies may collusion; consumer rights behavior contributes to the market supervision of dairy products quality. However, when the high cost of rights, consumers will give up rights behavior. The main way to guarantee the quality and safety of dairy products is the effective supervision of the government, when the government encourage consumer rights, improve market access, the risk of adverse selection, the dairy enterprises to reduce product quality problems caused by the loss, the dairy enterprises will pay more attention to the qualit y of raw milk and gradually es Tab.lish dairy products quality and safety traceability system for enterprises, milk stand under the pressure of dairy enterprises to strengthen monitoring of the quality of raw milk in the process of the acquisition of the or iginal milk, according to the quality of raw milk pricing, dairy farmers in order to get quality information will provide a fair market price of raw milk, to solve the problem of information asymmetry from the source, the bargaining power of dairy farmers with raw milk, benefit from the product market to the elements of the market, to encourage producers to produce high quality raw milk.