Table of Contents 目录
INTRODUCTION 导言
DIAGNOSIS 诊断
THE ROOT CAUSE 根本原因
REACTION 反应
AUDIENCE 受众
PUBLIC STATEMENTS 公开声明
CUSTOMERS 顾客
SHAREHOLDERS 股东
THE GENERAL PUBLIC 公众
SHAREHOLDERS 股东
ENABLING PUBLICS 授权公众
FUNCTIONAL PUBLICS 职能公众
NORMATIVE PUBLICS 规范公众
DIFFUSED PUBLICS 扩散公众
MESSAGE 信息
PLANNING 规划
FIRST STAGE 阶段
SECOND STAGE 第二阶段
THIRD STAGE 第三阶段
FOURTH STAGE 第四阶段
CONCLUSION 结论
REFLECTION 反思
REFERENCES 参考文献
Introduction 介绍
Food safety is one of the greatest challenges that different economies across the globe face. Over the year, governments and other regulatory bodies have formulated and enacted policies to promote food safety, and as such, protect their consumer from food hazards. For instance, Chassy (2010) observes that during food undergo rigorous assessment during the processing period to ensure that the food that is released to the market is safe. Whereas this is the case, there are numerous food safety related cases that have been reported in different parts of the globe. In 2008, six children died while 300,000 were hospitalised after consuming milk and baby formula products that contained melamine, an industrial chemical that is usually used to manufacture plastics and fertilizer. This paper explores how Sanlu Group, a company that was involved in the contaminated milk scandal, handled the crisis using different management and communication strategies.
食品安全是全球不同经济体面临的更大挑战之一。一年来，政府和其他监管机构制定并颁布了促进食品安全的政策，从而保护消费者免受食品危害。例如，Chassy（2010）观察到，在加工期间，食品必须经过严格的评估，以确保投放市场的食品是安全的。尽管如此，在全球不同地区报告了许多与食品安全相关的案例。2008年，6名儿童因食用含有三聚氰胺（一种通常用于制造塑料和化肥的工业化学品）的牛奶和婴儿配方食品而死亡，30万名儿童住院。本文探讨了卷入污染牛奶丑闻的三鹿集团如何运用不同的管理和沟通策略处理危机。
Diagnosis 诊断
The root cause 根本原因
On September 5, 2008, a New Zealand company, Fonterra Co-operative Group Limited, which had a 43 percent stake in Sanlu Group CO., Ltd., informed the New Zealand government that it was concerned about the safety of the milk products of the Chinese milk company (Keck, 2009). This was after two babies had died and more than 1,000 children had developed kidney stones after consuming Sanlu’s milk products (Keck, 2009). Prior to these revelations, there were concerns among the public in China that Sanlu’s milk products were contaminated, and Fonterra had asked city authorities in Shijiazhuang to recall this company’s products. An investigation on the safety of Sanlu’s milk products revealed that this company intentionally added melamine into its milk products. The objective of adding this melamine into milk products was aimed at boosting its protein content, thus ensuring that these products passed the required protein content standards on the market. Milk processors among them Sanlu perceived that Melamine was not an illegal additive and as such, companies that engaged in this practices were perceived that they were not “technically” breaking the law. In reference to Pei et al. (2011), whereas melamine is not toxic when ingested at smaller quantities, continued exposure to this substance could lead to development of health complications such as kidney stones and damage to the bladder. In the case of Sanlu Group, tests conducted on its milk products indicated that they had over 500 times the maximum allowed level of this substance, findings which are reflected in the fatalities that this company’s products had on consumers.
2008年9月5日，持有三鹿集团有限公司43%股权的新西兰恒天然合作集团有限公司通知新西兰政府，其对中国牛奶公司的牛奶产品的安全表示担忧（Keck，2009）。这是在两名婴儿死亡和1000多名儿童在食用三鹿奶制品后患肾结石之后发生的（Keck，2009）。在这些披露之前，中国公众担心三鹿的奶制品受到污染，恒天然已要求石家庄市政府召回该公司的产品。一项关于三鹿奶制品安全性的调查显示，该公司有意在其奶制品中添加三聚氰胺。在乳制品中添加三聚氰胺的目的是提高其蛋白质含量，从而确保这些产品通过市场上规定的蛋白质含量标准。包括三鹿在内的牛奶加工商认为三聚氰胺不是非法添加剂，因此，从事这种做法的公司被认为“技术上”没有违法。参考Pei等人（2011年），虽然少量摄入三聚氰胺不会产生毒性，但持续接触该物质可能导致健康并发症，如肾结石和膀胱损伤。在三鹿集团的案例中，对其奶制品进行的测试表明，其奶制品中该物质的更高允许含量超过500倍，这一结果反映在该公司产品对消费者造成的死亡人数中。