Research On Corporate Social Responsibility Of Supply Chain In Foreign Fast Food

Nowadays, raw material security problems of western fast food supply chain appear frequently, McDonald’s, KFC, pizza hut and other fast food chains’ meat supplier-Shanghai fu xi food co., LTD. has been exposured that adopted a lot of overdue spoiled meat raw material, dozens western fast food giant was involved. KFC also has been involved in "instant chicken" in 2013, fast-growing chicken from Liuhe group with a large number of antibiotics and hormones. Throughout these series of problems, not technical issues, but the moral bottom line of the enterprise is too low, it is a serious consequence of lacking of corporate social responsibility. And when these suppliers without a sense of social responsibility are exposed, it will have a significant negative impact to the core enterprise which directly face to consumers.Research on corporate social responsibility under the perspective of supply chain, this paper reveals the transfer mechanism and harm of social responsibility defect, to alert each enterprise of the supply chain specially to the core enterprise. About the risk prevention of supply chain social responsibility defect, most research is focused on the core enterprise perspective at present, requires that the core drive and monitor its suppliers to fulfill social responsibility, but the continuous supervision cost is too high. This paper attempts to analyze the farmers behavior motivation from the source of the supply chain, and analyse the action choice of core enterprise and farmers through game, find the strategy Nash equilibrium.In order to solve the problem of the social responsibility of western fast food supply chain, to ensure the raw material safety of western fast food, build a revenue sharing-corporate social responsibility model of three-level supply chain, considering corporate social responsibility impact on costs and sales, and the fairness preferences of the participants. The model is verified by the results of a numerical example to achieve the dual goal of maximizing the corporate social responsibility performance and supply chain total revenue,when considering the fairness preferences of the participants, the model also can coordinate the supply chain effectively, and enable participants to achieve higher utility.