公共危机中企业社会责任实践创新——基于新冠疫情下蒙牛供应链扶贫的案例研究

Innovation of Corporate Social Responsibility Practice in Public Crisis——Based on a case study of Mengniu’s industrial poverty alleviation under the new crown epidemic

新冠疫情使我国各行业皆受到不同程度的影响。在疫情背景下,内蒙古蒙牛乳业(集团)股份有限公司(简称“蒙牛”)作为乳业龙头企业,在履行社会责任过程中不仅维持行业稳定,更实现企业自身发展。本文基于品牌效应与交易成本理论,对疫情下蒙牛供应链扶贫案例进行研究。研究发现,公共危机下,龙头企业社会责任实践创新,对社会及行业稳定意义重大;供应链扶贫依托合理的内部作用机制可以实现企业、相关参与方、被帮扶方与消费者的共赢。

Affected by the epidemic,all industries in China have been affected to varying degrees.Inner Mongolia Mengniu Dairy(Group)Co.,Ltd.,(“Mengniu”for short),as a leading enterprise in the dairy industry,do not only maintain the stability of the industry in the process of fulfilling its social responsibilities under the background of the epidemic,but also achieved its own further development. Based on brand effects and transaction costs,this paper studied the poverty alleviation case of Mengniu supply chain under the epidemic.The study found that under the public crisis,leading enterprises were the leading components of the industry,and their social responsibility practice innovations were of great significance to the stability of society and the industry,the supply chain poverty alleviation relying on reasonable internal operating mechanisms can achieve win-win results for enterprises,relevant participants,assisted parties and consumers.