乳制品品牌危机协同治理机制  

Col aborative Governance Mechanism of Dairy Brand Crisis

作　　者：慕静[1] 王莹琦 白慧瑾 东海芳 MU Jing;WANG Yingqi;GUNAWAN Lisa;DONG Haifang(School of Economics and Management,Tianjin University of Science and Technology,Tianjin 300457)

机构地区：[1]天津科技大学经济与管理学院,天津300457

出　　处：《食品工业》2021年第12期343-346,共4页The Food Industry

基　　金：国家重点课题《品牌价值链视角下食品安全社会共治创新体系研究》项目编号17BGL017。

摘　　要：乳制品行业品牌危机频发,严重影响消费者对国内乳制品品牌信赖度。单一主体的治理模式已不再适应复杂的乳制品品牌危机,乳制品品牌危机的有效治理需要多主体参与。因此,基于协同理论分析了乳制品品牌危机协同治理的问题、特性和演化过程,提出了乳制品品牌危机协同治理的演化过程模型。最后,从序参量控制和资源保障两个方面分别提出了协同控制机制和协同保障机制,以期丰富乳制品品牌危机相关理论,为我国乳制品品牌危机治理提供相关建议。Brand crisis frequently occurs in dairy industry,which seriously affects consumers’trust in domestic dairy brands.The governance mode of single subject is no longer suitable for the complex dairy brand crisis,and the effective governance of dairy brand crisis needs the participation of multiple subjects.Therefore,based on the synergy theory,this paper analyzes the problems,characteristics and evolution process of dairy brand crisis collaborative governance,and puts forward the evolution process model of dairy brand crisis collaborative governance.Finally,from the two aspects of order parameter control and resource guarantee,this paper puts forward the collaborative control mechanism and collaborative guarantee mechanism,in order to enrich the theory of dairy brand crisis and to provide relevant suggestions for the governance of dairy brand crisis in China.

关 键 词：品牌危机 乳制品 协同治理机制 

分 类 号：F426.82[经济管理—产业经济] F273.2