双边集体声誉约束下的认证产业绩效提升机制研究

The scale of certification industry in China grows rapidly these years, but the market performance of the industry has not been satisfactory. After combining the inherent double-sided market characteristic of certification industry and the particular institutional background in China, researches is carried out from a entirely new perspective, that is the perspective of double-sided collective reputation. Taking the free-rider incentive mechanism and competitive effect into consideration, this research examines the impact of double-sided collective reputation constrains on certification industry's performance and evolution. Methods and suggestions from aspect of government, market and delegated exclusion are discussed systematically in order to improve the performance of certification industry in China. Different from the previous researches which neglected the collective reputation constrains, this paper pays attention on this problem. It is caused by the separation of the rights to formulate standard and implement standard, and it's actually exists in the government-dominated certification industry. What's more, this research enlarges the study range of collective reputation theory from single market to double-sided market. It is of high theoratical value because it may provide new ideas not only for analyzing the causes of collective reputation in an industry, but also for examining the influencing mechanism of double-sided collective reputation constrains on industry's performance, and improving industry's performance and delegated exclusion effect under the double-sided collective reputation constrains. Meanwhile, it is also of great practical significance as suggestions for government to regulate the certification industry are put forward. A sound certification mechanism is able to stimulate the domestic demand, so improvement of certification mechanism under reasonable regulation will have an enormous positive impact on accelerating the transformation of China's economic growth to domestic demand-driven.

；我国认证产业总量规模增长迅速，但市场绩效却一直差强人意。本项目将认证产业固有的双边市场性质与我国认证产业特殊的制度背景结合在一起，引入双边集体声誉这一新视角，由搭便车激励和竞争效应入手考察双边集体声誉约束对认证产业市场绩效形成及演化的影响，并从政府、市场和行业自治三方面系统研究提升我国认证产业绩效的机制组合与选择。本项目将弥补目前有关认证产业的研究忽略政府主导型认证产业中由标准的制定权和执行权相分离导致的集体声誉约束问题的不足，并将集体声誉理论由单边市场拓展至双边市场，有望在产业集体声誉约束成因的分析框架、双边集体声誉约束对产业市场绩效的影响机理、双边集体声誉约束下提升产业绩效的市场和行业自制机制方面取得创新性的成果，具有重要的理论价值。同时，本项目能够为政府管理部门规范该行业的发展提供新的政策思路，对通过完善认证机制以促进内需扩大，加速我国经济增长方式向内需驱动转变具有重要的现实意义。

我国认证产业总量规模增长迅速，但市场绩效却一直差强人意。本项目将认证产业固有的双边市场性质与我国认证产业特殊的制度背景结合在一起，引入双边集体声誉这一新视角，由搭便车激励和竞争效应入手考察集体声誉约束通过引发两类认证合谋对认证产业市场绩效形成及演化的影响，分析了外生的集体声誉约束下中国认证行业的最优市场结构，不同的收费模式对认证有效性的作用，认证逆向选择的形成机理，认证信息的透明程度对企业认证行为的影响，以及社会福利最大化下的认证标准设定问题，并从政府、市场和行业自治三方面系统研究提升我国认证产业绩效的机制组合与选择。在经验研究方面，项目首次利用大样本的微观数据，详尽考察了认证机制对中国“柠檬市场”问题的治理效果，检验了行业市场结构和企业特征对认证机制作用效果的影响，以及认证导致的需求窃取效应和扩张效应；从信号显示对效率增进的挤出效应这一新的角度，考察了认证对中国企业绩效的影响；检验了中国企业认证激励的影响因素，从行业集体声誉劣化导致的声誉补充这 一新的视角，为中国企业的认证热现象提供了新的解释。.本项目弥补了目前有关认证产业的研究忽略政府主导型认证产业中由标准的制定权和执行权相分离导致的集体声誉约束问题的不足，并将集体声誉理论由单边市场拓展至双边市场。在经验研究方面，本项目的研究弥补了现有研究对于认证机制作用效果的实证检验缺少中国样本的不足，首次详尽了考察了认证作为解决信息不对称问题的一种重要机制在中国当前的实际效果。本项目能够为政府管理部门规范该行业的发展提供新的政策思路，对通过完善认证机制以促进内需扩大，加速我国经济增长方式向内需驱动转变具有重要的现实意义。

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