CAJ | 학술논문

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。
이주귀주공사2012년11월19일적소화제보도위례，이용FF3F모형검험료산품부면보도대행업급업내적관건대수、최대대수화최소대수적충격효응。결과발현，산품부면보도부대관건대수유현저단유한적부면충격，차소규모화저부채솔적관건대수수도적부면충격경현저경지구。유차획득적계시시：산품차이화급적겁향응위궤유조우화해산품부면보도적충격。
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.