Research Article | OPEN ACCESS
Marketing Strategic Benefit-risk Analysis: Transgenic Poultry Food Supply Chain
Yong Liu and Dazheng Wang
School of Economics and Managements, Hubei Polytechnic University, Huangshi 435003,
Hubei Province, China
Advance Journal of Food Science and Technology 2014 12:1318-1323
Received: July ‎07, ‎2014 | Accepted: September ‎13, ‎2014 | Published: December 10, 2014
Abstract
In order to study the causes of marketing strategic benefit-risk of transgenic poultry food supply chain in china, we analyze the role that benefits and risks play in the formation of the decision-making process of transgenic poultry food participants. This study discusses the ways and strategies of transgenic poultry food supply chain from the following aspects: a), the food's safety concerning producers, marketing participants and consumers’ risk behaviour at three stages of the transgenic poultry food supply chain. b), all these risks should be effectively managed in order to derive the utmost of benefits and avoid disruption or catastrophic economic consequences for all stages of the transgenic poultry food supply chain. c), the identification, analysis, determination and understanding of the benefit-risk trade-offs of market participants in transgenic poultry food market may help policy makers, financial analysts and marketers to make well informed and effective corporate marketing strategies in order to deal with highly uncertain and risky situations. We hope these can accelerate the construction of marketing strategic benefit-risk trade-offs of transgenic poultry food supply chain, promote sustained and rapid growth of transgenic poultry food industry in china.
Keywords:
Benefit-risk trade-offs, marketing strategy, supply chain, transgenic poultry food,
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Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
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