有效的信誉机制为何建立不起来.doc

PAGE 2 有效的信誉机制为何建立不起来？ 王水雄 【作者单位：中国人民大学社会与人口学院社会学系，上海高校社会学E-研究院】 Why the effective reputation mechanism couldn’t be built up？ By Wang, Shuixiong 【摘要】一个著名的电子一条街为何会成为消费者口中的“骗子一条街”？在这里，有效的信誉机制为何建立不起来？对其基层组织结构、交易双方博弈地位转变、“熟悉关系陌生化”的操作、层级体系的管理导向和体系内“中层”寻租现象的分析表明，这是多层次博弈的结果。一年中难得来此购买一次笔记本电脑之类产品的消费者无法有效区分其中商家乃至商城间的差异，只是笼统地在脑海中形成了电子一条街的体系概念，而相应的管理主体却缺席，因而形成了典型的“公地悲剧”现象：“欺骗”的好处被个体商家或商城获得，而成本则由体系承担。本文的探讨有助于推进对竞争机制设计、组织边界、“陌生关系熟悉化”等理论问题的理解。 【关键词】熟悉关系陌生化、信誉机制、电子一条街、组织边界、博弈论 Why a famous electronics shopping street has become “a street of cheaters” in its consumers’ opinion. Why the effective reputation mechanism couldn’t be built up here? Based on the analysis of its basal organizational structures, the change of game players’ status, the operation of “unfamiliarize familiar relationships”, the hierarchical system’s governance direction, and the mid-ranking organizations’ rent-seeking within the system, it shows that it is the result of a multi-level game. It is hard for consumers, who impossible to buy electronics such as a portable computer more than once a year here, to tell the differences among the retailers and even among the shopping malls in the street. They just treat the street as a whole unit, while its administrator actually isn’t exist at all. Thus, a classical “tragedy of the commons” has happened here: retailers or malls individually get the advantages of “cheating”, while the system accepts all the cost. The discussion is favorable for the issues on the design of competition mechanism, the boundary of organization, and “familiarize unfamiliar relationships”. Key words: unfamiliarize familiar relationships, reputation mechanism, electronics shopping street, boundary of organization, game theory 有效的信誉机制为何建立不起来？ 一、问题的提出：从为什么是“骗子一条街”谈起 使用电子产品特别是电脑的北京居民，都或多或少有去“中关村电子一条街”购买或者维修相关电子产品的经历。在这个过程中，可能是自知或者不自知地，会碰到“转型交易”。目前许多关于中关村电子市场交易秩序的研究（刘少杰，2010；张军，2010；于乐，2011；史飞，2011；杨世蓉，2011；鹿广静，2010；刘江，2010；石佳茵，2009）中都将“转型交易”置于探讨的核心。简单地说，所谓转型交易就是商品购买人原来拟定的购物目标在议价过程中被转换，并以经营者新建议的