本文在全国53家农产品出口企业和1092位消费者的问卷调研基础上,对农产品出口企业实施质量安全追溯体系的激励与监管机制进行了分析。研究结果显示,消费者对农产品的追溯意识、提升社会形象是企业实施追溯体系的最主要正向激励因素,而企业的成本增加及技术标准的缺乏是最主要的负向激励因素;消费者的认可和支付意愿将在很大程度上影响实施成效;在企业诚信缺失、政府监管不到位时网络媒体的监管作用至关重要,引入第三方或行业协会监管会有较好的效果。结合存在问题,文章建议架构公共机构、市场、社会和消费者“四位于一体”的激励与监管体系。 Based on the questionnaire survey of 53 agricultural export enterprises and 1092 consumers in the whole country, this paper analyzes the incentive and supervisory mechanism of implementing the traceability system of agricultural products exporters. The results show that consumers ’retrospective awareness of agricultural products and promotion of social image are the most important positive motivating factors for enterprises to implement retrospective system. However, the increasing cost of enterprises and the lack of technical standards are the most important negative motivating factors. Consumers’ Recognition and willingness to pay will affect the effectiveness of implementation to a great extent. In the absence of corporate honesty and the lack of government regulation, the regulatory role of online media is of crucial importance. The introduction of supervision by third parties or industry associations will have a good effect. In combination with the existing problems, the article suggests to construct an incentive and supervision system of public institutions, markets, society and consumers in the “four in one”.