Research On Internal Management Of Corporate Reputation

Reputation is wealth. Enterprise development is a general concern and everlasting enterprises are always rare. Reputation crisis is one of the important forms of enterprise crisis. It often leads to long-term business trough, and even bankruptcy. Traditionally, scholars have laid more emphasis on external factors of when analyzing the reason for its reputation crisis, thus they concerned more about the market trends, technical innovation, global competition, culture difference, etc. This train of thoughts has the merit of connecting the enterprise to the external environment, and observing the enterprise from a large and systematic view; while it has the shortcoming of neglecting the internal arrangement of the enterprises, simplifying the classification of reputation management into public relation with external stakeholders, and ignoring the influence of internal stakeholders and internal environment of enterprise.The research analyses reputation management issues of our enterprises from the angle of corporate internal environment, and further uses the production, conclusions and empirical verification to discuss the construction of corporate reputation management system for our enterprises. In contrast to western enterprises, our enterprises are still in the stage of exploring and transforming corporate management. It is a necessary issue to develop an innovative method and system of corporate reputation management to improve awareness of corporate social responsibility and enhance their self-consciousness in safeguarding the reputation under the specific conditions in China. Thus, this article uses the basic triangle structure of corporate reputation, within the organization and management methods and countermeasures, while the first is the phenomena this article concerns, the second is the angle of analysis, and the last is the practical use of the research.The article firstly uses stakeholder theory, social cognitiontheory and social capital theory to define the internal management of corporate reputation, and explains the importance of it, then through analysis the nature and mechanism of the internal management of corporate reputation and use of Brain-storming to construct the framework of internal management mode of corporate reputation. Under the guide of this model, the article integrates strategic management theory, organizational theory and psychology theory, corporate culture theory to systematically research the four-dimensions, that is, shareholders, managers, employees and organization environment, and 9 factors interaction and management mechanism, and then through case studies, a large-scale survey, data analysis (using Excel tools), and other empirical methods, the theoretical model was demonstrated roundly.The article research on the internal management of corporate reputation from the theoretical exploration, empirical analysis and countermeasures, and constructed the basic theory and management method,then provides the main conclusions of the following:1. More and more enterprises pay attention to reputation management, while many enterprises think the corporate reputation as corporate image, and then neglect the building of corporate characteristic by internal management of corporate reputation. Therefore, it can be said that the internal management of corporate reputation is the basis of corporate reputation management.2. Through literature and empirical research found that main issues are lack of basic theory and management methods. These reasons lead to the internal management of corporate reputation ignored in enterprises.3. Use stakeholder theory, social cognitiontheory and social capital theory to explain and define the internal management of corporate reputation, and combine with Brain-storming method determined four-dimensions and nine factors about the internal management of corporate reputation, and construct the internal management model.4. The article separately studies on nine factors, that is, shareholders, boards of directors, managers, corporate strategy and decision-making, staff, internal communication, organization structure and corporate culture, and theoretical analysis and empirical certification of the interaction and management methods about these factors with corporate reputation and internal management,5. In order to test the actual effectiveness of theoretical analysis, empirical research part of paper designed and conducted a questionnaire survey. Though the data analysis and comparison, the research contents are affirmed.6. Countermeasures part focused on research management tactics and methods under two conditions about the internal management of corporate reputation, that is, day-to-day management and crisis management.The main contributions and creativities of the paper are:1. The paper provides a brand-new angle of view to research the corporate reputation management issue. Previous literatures rarely concern about the internal of corporate. The paper deeply digs into the internal environment of corporate and the internal stakeholders for the research of corporate reputation management and achieves certain breakthrough.2. Integrated with stakeholder theory, social cognitiontheory and social capital theory to explain and define the internal management of corporate reputation, and explore the nature of it to construct the internal management model of corporate reputation. The model will guide the following specific study.3. The paper observes the connections among internal management of corporate reputation with four dimensions and nine factors, and use case studies, questionnaire survey to do empirical research. The results of the research have certain basic significance for the future research.4. The practical meaning of the paper is to provide suggestions for enterprises to improve internal management of corporate reputation issues. The paper uses the conclusions from theoretical and empirical research to maintain and improve corporate reputation under day-to-day and crisis conditions.