产品负面报道冲击效应实证分析--以酒鬼酒塑化剂风波为例

摘要

Choosing the reports on Jiugui Liquor plasticizer storm as a case which published on November 19, 2012, the pa-per analyzes impact effect of negative reports on product to industry, key competitors, the strongest competitors and the weak-est competitors by using FF3F model. The results show that the negative reports on product only bring about significant but limited adverse impact effects to key competitors, and the negative impact effects suffered by key competitors with small scale and lower debt ratio will be more outstanding and last longer. The enlightenment obtained is that product differentia-tion and positive response to crisis can help to defuse impact effects of negative reports on product.%以酒鬼酒公司2012年11月19日的塑化剂报道为例，利用FF3F模型检验了产品负面报道对行业及业内的关键对手、最大对手和最小对手的冲击效应。结果发现，产品负面报道仅对关键对手有显著但有限的负面冲击，且小规模和低负债率的关键对手受到的负面冲击更显著更持久。由此获得的启示是：产品差异化及积极响应危机有助于化解产品负面报道的冲击。