企业声誉的概念、特征及培育、维护.pdfVIP

企业声誉的概念、特征及培育、维护 郑文哲，王水嫩 f浙江师范大学工商管理学院．浙江金华321004) 摘要：企业．JI誉是盎业在公众中彤成．々综合评价，是企业特有的无形贵产。它具有蚌合性、非竞争性、形成的长期 性和不稳定性等特征。现代盘业必须在自觉履行其社会★任过程中培育、积累声誉，当面临公关危机时，喜妥善处理 危机以堆护盎业产誉。 美■硼：企业声誉；特征；企业社套责任；堆护 中圈分类号：F273．4 文献标识码：^ 文章龋号：1671-3699(2004)02-0060—34 of On andNature Concept EnterpriseReputation aswellasitsCultivationMaintenance and ZHENG Wen-zhe，WANGShui-hen andCommercial Industrial Normal 胁如萨of Management,,刀u,jloagUniversn*Jhhua321004,China) to ml as· Abstract：Theof asset overalI enterprises，is reputationenterprises，8nintangibleunique 8essmenLof in isa formed wim enterprises public。andspecialincorporealcapital store andunstablenatures．Modemshouldcultivateand their tracted enterprises up repu· tutioninthecouls$eof outtheir when crucial social consciouslycarrying responsibilities．Andfacingany mustbe thecrisisto their moment，they handle maintain appropriately reputation． Key讨ords：enterprisereputation；nature；socialresponsibility；maintenance 0引言 1企业声誉的界定 良好的声誉是企业所拥有的独特资源，