Study Of Corporate Reputation Issues

With the further progress of the economic globalization, the competitions among the enterprises are hotter and hotter. To achieve victory in the future competitions, the enterprises must perfect themselves in various aspects, and they should pay more attention to their moral uplifts especially and make various efforts to improve their corporate reputations. However, in recent years, the reputations of the Chinese enterprises have not only been improved but decreased to some extent. Many serious accidents falsifying, cheating the public and violating the interests of the country and the customers have been disclosed. All these accidents aroused the broad attentions and deep thinking of the people.It is well known that the socialist enterprises are different from the capitalist enterprises dominated by the Law of Surplus Value. Besides the goal to achieve profits for the investors, the socialist enterprises also have some social goals, to bear the following social responsibilities. Firstly, the enterprises should bear their responsibilities for the development of the country (region). That is to say the enterprises should provide the products or services meeting the demand to the society (benefit the society) so as to push forward the development of the economy and the society. Under the condition of the globalizing economy, this is the necessary way to improve the competitive power of the country. Secondly, the enterprises should bear their responsibilities for their employees. The employees are the creators of the fortune and the foundation of the enterprises. The enterprises should not only provide a platform for the employees to carry out their enthusiasm and creativity but also the conditions and environments in which the employees can improve develop. Thirdly, the enterprises should bear their responsibilities for the customers. The enterprises should achieve win-win goal while insisting in human orientation and customer paramountcy and under the principles of interest enjoying and risk sharing. Fourthly, the enterprises should bear their responsibilities for the harmony of the humankind and the nature so as to guarantee the sustainable development of the resources and environment.Among the above said"four kinds of responsibilities", some are specified by official legal agreements, some are committed in the unofficial contracting documents and some are required by social conventions and moral rules. The level of enterprise to fulfill all the above responsibilities is its reputation grade as well as the sustainable level for the enterprise to exist and develop. The social economic activating system is composing of many enterprises as the basic economic organizations. If all the enterprises can adhere to the credits and fully fulfill the above responsibilities, the whole social economic operation will be smooth and effective. While, if some enterprises don't keep faith and fulfill their responsibilities, the economic operation chain will be damaged and the economic performance of the whole will suffer great...