本文从网络媒体入手，以宏观质量管理理论作为研究的基础，深入分析网络媒体在宏观质量管理中所扮演的角色和所能发挥的作用。之所以选择该课题的原因是，近年来频繁爆出的一系列食品安全事件，暴露出当前我国的质量管理体系中存在的种种漏洞和机制体制、政策法规上的不完善、不健全。消费者权益呼唤得到有效维护，生产企业诚信体系亟需重新建立，政府有效监管急需到位，这些都有赖于一套行之有效的宏观质量管理体系的建立。为了有效发挥宏观质量管理的效能，必须解决总体质量信息不对称这一关键问题，而网络媒体作为沟通信息最为通畅、传播门槛最低的传播媒介成为实现宏观质量管理的必然选择。
在本文的论述过程中，通过对三鹿毒奶粉等一系列重大质量公共安全事件和以网络媒体为传播发起者的众多质量案例为对象，进行详细的个案分析和理论归纳总结，得出了网络媒体在质量管理领域过去、现在以及将来已经发挥或者将要发挥的作用，并根据已出现的社会质量管理案例对我们的经验启发，大胆构想，合理分析，探索出了满足功能实现要求的质量信息监控系统模型和对质量信息供应人的激励模式。
本文共分五个章节。
第一章 绪论。对本文的选题背景、选题目的和意义、国内外研究动态、研究思路和方法进行了简要分析。
第二章 网络媒体与宏观质量管理的内在联系。界定了网络媒体的特征、功能及其与宏观质量管理的内在联系，找出两者之间的共同点和网络媒体在宏观质量管理中可以发挥的具体作用以及局限性。
第三章 网络媒体在宏观质量管理中的应然作用。利用个案分析法对网络媒体在实现宏观质量管理中的应然作用进行逐一分析，主要包括减少信息不对称、促进市场竞争的激励与约束机制形成、为政府主导监管提供依据、为全员参与质量监督提供平台以及在突发质量公共事件中减少负面影响的作用。
第四章 在信息化视角下网络媒体在宏观质量管理中实现作用的条件和途径。本章构建出网络质量安全信息监控系统模型和信息供应人的激励模式，论证了质量信息通过网络进行收集、分析和应用的可行性，初步揭示出网络媒体在实现宏观质量管理中所具有的现实意义。
第五章 结束语。归纳了本文的可能的创新之处和结论。
关键词：网络媒体；宏观质量管理；质量信息；质量安全
This thesis start from internet media and conduct extended analysis on the role and function of internet media in macro quality management using macro quality management theory as the fundament of this research. I choose this proposition for my thesis for the reason that the frequent outbreak of events related to food safety has revealed many problems and defects in China’s current quality management, institutional mechanisms, policies and regulations. Effective protection of consumer interest, reconstruction of producers’ credit system and effective supervision of related governmental authorities all depend on the establishment of an effective Macro Quality Management (MQM). In order to effectively implement MQM, we must address the key issue of information asymmetry in the overall quality. In this context, as the smoothest and most convenient means of information communication, internet media becomes the inevitable choice for actualizing macro quality management.
In this thesis, a number of important quality-related public emergencies such as Sanlu tainted milk scandal are discussed along with other quality accidents which were initially spread out from internet media through detailed case study and theoretical conclusion so as to find out the functions internet media had played, is playing and shall play in the realm of quality management system. In the mean time, this thesis finds out a model for quality information supervising system that is capable of fulfilling the function requirement and an incentive model for quality information providers through initiative planning and reasonable analysis based on experience and enlightenments provided by existing social quality management cases.
This thesis is divided into five chapters.
Chapter I – Introduction – covers the reasons and significance of the chosen proposition, the current condition and methodology of research, and definitions of basic concepts.
Chapter II sets forth the characteristics and functions of internet media and the inherent relations between internet media and macro quality management to seek out their common properties and the particular functions and drawbacks of internet media in macro quality management.
In Chapter III, by means of case study, I conduct a one-by-one analysis into the ‘should-be’ functions that Internet media could play in actualizing macro quality management; internet media are capable of reducing information asymmetry, facilitating the establishment of incentive and restrictive mechanisms in market competition, providing bases for government supervision, offering platforms for public-participated quality supervision and decreasing adverse impact in quality accident outbreak.
Chapter IV brings forward the general conditions for actualizing the functions of internet media in macro quality management, and at the same time, blueprints a model for internet quality safety supervising system and an incentive model for information providers; further, chapter IV demonstrates the feasibility of collecting, analyzing and applying quality information through internet and makes a preliminary attempt to reveal the practical significance of internet media in actualizing macro quality management.
The final chapter - Conclusion – sums up the innovation and findings of this thesis.
Keywords: Internet media; Macro Quality Management System; quality information; quality safety
