企业声誉在食品行业企业危机响应过程中的作用——基于两家上市公司的比较分析  

The Role of Corporate Reputation in the Crisis Response Process of Food Industry Businesses:A Comparative Analysis Based on Two Listed Companies

作　　者：魏玖长[1] 唐金亮 李义娜 WEI Jiu-chang;TANG Jin-liang;LI Yi-na(School of Management,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]中国科学技术大学管理学院,合肥230026

出　　处：《管理案例研究与评论》2024年第4期527-540,共14页Journal of Management Case Studies

基　　金：国家社会科学基金重大项目“智慧社会安全风险治理体系”(21&ZD166)子课题一“智慧社会的安全风险结构、特征与治理关键要素研究”;安徽省2022年度新时代育人质量工程项目(研究生教育)(2022zyxwjxalk003);中国科学技术大学2021年研究生课程思政建设项目“企业风险与危机管理”(MBAD6413P);证券期货业标准研究课题(项目编号:BZKT-2022-041)。

摘　　要：基于信号理论与危机情境沟通理论的视角,将上市公司发布的危机公告作为研究对象,通过梳理、分析同仁堂的过期蜂蜜事件和酒鬼酒的甜蜜素事件,识别出不同企业声誉维度的作用效果及企业危机响应策略的差异。案例分析发现:危机会引发上市公司市场价值下降,影响企业正常的生产经营活动;美誉度增强了危机响应策略的保护效果,但关注度增加了危机响应难度;同仁堂公司针对产品伤害危机采取适配性的道歉策略和纠正策略,危机公告信息透明度较高,修复了与利益相关者的关系;酒鬼酒公司针对谣言选择否认策略,危机公告信息透明度较低,危机沟通效果不佳。通过案例分析得到的一般结论可为其他企业的危机管理提供借鉴。This research adopts the perspectives of signaling theory and situational crisis communication theory,analyzes the crisis events of the“expired honey”in Tongrentang and the“cyclamate”in Jiugui Liquor,aiming to shed light on how crisis response strategies vary in effectiveness depending on corporates’reputation.We find that such crises can diminish corporates’market value and disrupt their production and operations.A corporate’s generalized favorability enhances the protective effect of its crisis response strategies.However,a high degree of popularity can complicate the crisis response process.In the case of Tongrentang,the corporate responded to its product crises by adopting apology and remediation strategies.This approach was adaptive to the situation,enabled high information transparency in crisis communication,and repaired relationships with stakeholders.By contrast,Jiugui Liquor opted for a denial strategy in response to rumors,this approach lacked transparency and resulted in less effective crisis communication.The conclusions can offer valuable managerial insights for business crisis communication.

关 键 词：信号理论 危机公告 危机沟通 企业声誉 

分 类 号：F270[经济管理—企业管理]