摘 要
民以食为天，食品是关系到人类生存繁衍、国家安全、社会发展的最基本的物质条件。长期以来，我国主要考虑食品供给数量，在食品质量安全上考虑的少，科研投入少，制度建设和法制建设跟不上时代需要。虽然近年来，政府对食品的关注和调控也从单一注重食品数量安全转变到同时关注数量安全和质量安全上来，但由于未建立一套真正科学系统的食品质量安全监管体制，我国食品质量安全形势依然不容乐观。大量事实和理论证明，造成食品安全问题的主要原因之一是市场信息的不对称,出现食品企业的“道德风险”和“机会主义”，消费者的“逆向选择”，导致市场失灵。
质量信息传递是缓解信息不对称的有效途径，消费者是食品质量安全信息的最终接受者，要促进质量信息的有效传递，除了需要企业、政府、社会组织及时向消费者传递真实有效的质量信息外，还需要了解消费者对质量信息的利用和获取途径情况。因此，本研究一方面理论分析我国食品质量安全信息传递存在的主要问题以及发达国家的实践经验，另一方面实证分析消费者对食品质量安全信息的利用和获取途径的情况，提出对策建议。
本文的主要结论有：
（1）信息传递存在的主要问题是：信息分散，缺乏共享机制；信息采集分析不足，消费者参与不够；检测手段落后，检测体制不适应形势；认证市场不规范，认证质量不高；食品安全追溯体系基础条件差；食品标签标注混乱；缺乏风险评估和消费警示机制；教育和培训体系不健全等。
（2）消费者利用食品质量安全信息程度普遍较低。“市场准入标志”和“品牌”质量信息利用率相对较好。不同个体特征和认知差异性的消费者利用质量信息程度不同。消费者受教育程度和收入与其利用质量信息程度成正相关性，对食品安全问题关注度高和食品安全现状评价不好的消费者利用质量信息较好。
（3）消费者获取质量信息的途径不畅。消费者获取质量信息的主要途径是“电视”、“网络”和“报刊”，其次是“广播”、“产品包装”，“他人介绍”也占有一定的比例。消费者特征不同，通过各种途径获取质量信息的实际效果也不同。
（4）促进食品质量安全信息传递的对策建议是：完善法律和机制，提高信息的真实性；提高消费者参与和信息透明性，增强消费者信任度；建立食品安全信息服务平台，方便消费者获取食品安全信息；提高消费者安全意识，增加消费者对信息的利用；运用信息化手段，完善食品安全可追溯系统；提高食品风险评估信息化，及时发布消费风险警示。
关键词：食品质量安全；信息传递；消费者
Abstract
Food is the paramount necessity of the people. Food is related to the most basic material conditions of human survival, national security and social development. For a long time, our main consideration was not in food quality safety, invests of scientific research, but in food supply quantity, and legal construction can't keep up with the times demand. Although in recent years, the concern and regulation of food of government transited from a single notice of food quantity to quality safety, but because it has not establish a set of real scientific of food quality and safety regulation system, China's food quality security situation is still not optimistic. A great deal of truth and theories proved, one of the main reasons of food safety problems is the market information asymmetry, which makes it appears "moral hazard" and "opportunism" of food enterprise, "adverse selection" of consumers, leading to market failure.
Quality Information transmission is an effective way of alleviating information asymmetry. Consumer is the final receiver of food quality safety information. In order to promote the final recipients of quality information transmission, aside from the need of delivering real effective quality information outside to consumer by enterprise, government and social organizations, still need to know the use and acquirement mood of consumers to quality information. Therefore, this research on one hand analysis theoretically the main problems of Chinese food quality safety information transmission; on the other hand analysis empirically the use and acquirement of food quality safety information for consumers, and on referencing the food quality information of experience from developed countries, policy and recommendations will be made.
The main conclusions of this thesis are as follows:
(1)The main problems of information transmission are: information is scattered, lack of sharing mechanism; insufficient Information collection and analysis, insufficient consumers participation; the examination method is backward, Examine system maladjustment stance; the certification market is not standardized, and certification quality is not high; poor authentication food safety traceability system basis conditions; the mark of food label is confusion; the risk assessment and consumer warning mechanisms are lack; education and training system are not perfect, and so on.
(2) The use of food quality and safety information for consumers is generally in a low degree. Only the quality information utilization of "signs of market access" and "brand" is relatively good. Characteristics and cognitive differences between different individuals lead to different use. Consumer education degree and income have a positive correlation with the degree of using quality information. The consumers who pay high attention to food safety problems and make a bad status evaluation of food safety situation make use of quality information well.
(3)Consumers get quality information approach poorly. The main way of consumer to gain the quality information is television, network and publication, followed by broadcasting and product packaging, Introduction of others’s is also a certain proportion. To get quality information in different ways, different characteristics of consumers lead to different the actual results.
(4)Suggestion how to promote transmission of food quality security is: perfect law and mechanism to enhance the authenticity of information; increase the participation of consumer and the transparent of information to enhance consumer’s trust; Create provisions safe information service platen, be convenient for the consumer to obtain provisions safe information; raise consumer’s safety consciousness, increase the use of the information; Make use of information-based way, improve the food safety traceability system; develop assessment of food risk, issues caution of risk expense promptly.
Key words：food quality safety Information transmission consumer
