关键词: 企业社会责任, 供应链扶贫, 品牌效应, 交易成本, 蒙牛

Abstract: Affected by the epidemic,all industries in China have been affected to varying degrees.Inner Mongolia Mengniu Dairy（Group）Co.,Ltd.,（“Mengniu”for short）,as a leading enterprise in the dairy industry,do not only maintain the stability of the industry in the process of fulfilling its social responsibilities under the background of the epidemic,but also achieved its own further development. Based on brand effects and transaction costs,this paper studied the poverty alleviation case of Mengniu supply chain under the epidemic.The study found that under the public crisis,leading enterprises were the leading components of the industry,and their social responsibility practice innovations were of great significance to the stability of society and the industry,the supply chain poverty alleviation relying on reasonable internal operating mechanisms can achieve win-win results for enterprises,relevant participants,assisted parties and consumers.

Key words: social responsibility, supply chain poverty alleviation, brand effect, transaction cost, Mengniu