| 考虑舆情风险的生鲜供应链应急公关响应策略 |
| Emergency public relations response strategy for fresh food supply chain considering public opinion risks |
| 摘要点击 6 全文点击 0 投稿时间：2025-12-21 修订日期：2026-07-21 |
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| 中文关键词 生鲜供应链; 舆情风险; 应急公关响应; 保鲜努力 |
| 英文关键词 fresh food supply chain; public opinion risk; emergency public relations response; freshness-preserving effort |
| 基金项目 国家社会科学基金资助项目(22VRC128); 中央高校基本科研业务费资助项目(2025CDJSKPT02) |
| 投稿方向 生鲜供应链管理 |
| 作者 | 单位 | 邮编 | | 但斌* | 重庆大学经济与工商管理学院 | 400044 | | 丁宇 | 重庆大学经济与工商管理学院 | | | 刘伶俐 | 重庆大学经济与工商管理学院 | |
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| 中文摘要 |
| 针对一个由供应商和销售商组成的生鲜供应链. 在发生舆情风险后, 供应商或销售商可投入应急公关响应. 本文在无应急公关响应、供应商应急公关响应以及销售商应急公关响应情形下分别构建了双方的博弈模型, 分析了生鲜供应链的均衡应急公关响应策略及其价值. 研究表明, 无论是供应商还是销售商投入均能缓解舆情风险对自身、合作伙伴和消费者造成的负面影响. 供应商和销售商均倾向于销售商应急. 相较于供应商应急, 销售商应急下生鲜供应链的应急公关响应投入、保鲜努力水平和市场需求总是更高, 但不一定能得以制定更高的批发和销售价格. 这启示着, 由销售商承担应急公关响应责任可以促进保鲜和应急的双重高效投入, 从而对各利益相关者均更优. |
| 英文摘要 |
| This paper aims at a fresh food supply chain consisting of a supplier investing in freshness-preserving effort and a retailer. After emergency negative public opinion occurs, the supplier or the retailer could deploy emergency public relations response. This paper constructed dynamic game models under three scenarios, discussed the emergency public relations response strategy and its value. This paper finds that, either the supplier or the retailer invests in emergency public relations response would benefit itself, its partner and consumers. The supplier and the retailer both favoring the retailer-led public relations response emergency strategy. Compared to the supplier-led emergency public relations response, the retailer-led emergency public relations response yields greater investments in freshness-preserving effort and emergency public relations response, however, may not secure higher wholesale and retail prices. This indicates that the retailer takes the responsibility for emergency public relations response can be more beneficial to all stakeholders. |
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