资源控制权、和谐产业链与声誉危机治理——以乳品产业链为例

Resource Control,Harmonious Industry Chain and Reputation Crisis Governance——Take Dairy Industry Chain as Example

获得资源控制权是实现产业链和谐的基础,资源控制权取决于产业链的组织形式,即对关键环节的准确定位、利益的均衡分布以及财务资源的合理配置。行业性声誉危机的发生是以产业链为载体的多重利益主体在内因与外因的作用下博弈失衡的结果。乳品产业链在市场快速扩张的诱惑下,忽视了商品的核心属性,放弃了对上游奶源建设的资源控制权,对产业链组织形式与财务资源配置的错位导致声誉危机的爆发。本文就国家声誉、产业声誉、企业声誉三个递进层次,从宏观和谐环境的营造、中观和谐体系的构建、微观和谐管理的实施提出了声誉危机的治理机制。

Achieving a harmonious industry chain is based on earning the resource control. The resource control is decided by organization forms, which involves the accurate location of critical link, the balanced distribution on interests＇ of industry chain and rational allocation of financial resources. Imbalance among stakeholders＇ game result in the industry reputation crisis under the action of internal cause and external one. The key conclusion was that under the temptation of rapid market expansion, dairy industry chain ignored the product attributes and gave up the control of milk source in the upstream link of dairy industry chain. Therefore, the dislocation between critical link in the industry chain and distribution of financial resources led to the outbreak of reputation crisis. Finally, we proposed the governance mechanism on reputation crisis from national reputation, industry reputation, and corporate reputation, which contains macro creation of harmonious environment, mid-scale construction of harmonious system and micro practice of harmonious management.