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.

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The authors have no competing interests.