Research On Collaborative Governance Of Food Supply Chain Brand Crisis From The Perspective Of Sustainability

In recent years,food brand crisis events have occurred frequently.From the "melamine" event,"Clenbuterol" event to the alcoholic "cyclamate" event,the brand crisis affects not only the enterprise brand,but also the upstream and downstream enterprises of the food supply chain,and even the whole industry and country.The traditional single governance model based on the enterprises involved can not effectively deal with the brand crisis.The multi-agent collaborative governance model of integrating the resources among different subjects such as enterprises,media,government,industry associations and consumers and strengthening the collaborative cooperation among subjects has become the only way to manage the brand crisis in the food supply chain.In addition,the brand crisis will seriously affect the sustainable development of food brands and food supply chain.Therefore,the concept of sustainable development should be integrated into the collaborative management of food supply chain brand crisis,and the collaborative management of food supply chain brand crisis should be carried out from the perspective of sustainability.However,at present,there are still some problems in the sustainable collaborative governance of food supply chain brand crisis,such as the absence of collaborative governance law,the weak awareness of coordination,disordered interest relations,poor information communication,insufficient resources and so on.These problems lead to the low level of sustainable collaborative governance of food supply chain brand crisis,and the synergy effect can not be formed among multiple subjects.Therefore,in order to effectively solve the problem of sustainable collaborative governance of food supply chain brand crisis and improve the level of sustainable collaborative governance of food supply chain brand crisis.Taking the food supply chain brand crisis as the research object,this paper analyzes the concept and characteristics of food supply chain brand crisis,and discusses the unsustainable impact of brand crisis from two aspects of food brand and food supply chain.In addition,this paper analyzes the subject and complex adaptability of sustainable collaborative governance of brand crisis with the help of complex adaptive system theory,and analyzes the interaction mechanism between the internal and external environment of sustainable collaborative governance system of brand crisis in food supply chain with the help of stimulus response model.Furthermore,with the help of system dynamics method,this paper constructs the system dynamics model of collaborative governance of food supply chain brand crisis,takes Mengniu brand crisis as an example,selects the key influencing factors from the system level and subsystem level for sensitivity analysis,and finds out the key factors affecting the sustainable collaborative governance level of food supply chain brand crisis.The results show that at the system level,reducing the relevance of brand crisis and improving the rationality of benefit distribution and information sharing have a positive impact on the sustainable collaborative governance level of brand crisis.At the subsystem level,improving the collaborative awareness and sustainable development ability of brand enterprises,the crisis response level of suppliers and retailers,the rationality of consumers,the guiding role of media public opinion,and the response speed of governments and associations can effectively improve the sustainable collaborative governance level of food supply chain brand crisis,while the role of opinion leaders and the influence rate of media can be improved,it will have a negative impact on the sustainable collaborative governance level of food supply chain brand crisis...