The Analysis Of The Influence Factors To Corporate Reputation Of Mobile Communication Enterprise

Today technology and economical developing very rapidly, the market competition is becoming more and more intense, Enterprise's any product will be imitated in a quite short time, the homogeneity of product's become more and more big. Simultaneously, the difference between the level of equipment and technical are also in unceasing reducing. Therefore, corporate reputation becomes the unique resources which the enterprise has and any other enterprises cannot be imitated. It can promote enterprise's competitive power in each aspect. Corporate reputation forms naturally in the process witch associate with its own stakeholder, is the opinion of stakeholder to the corporate. Inevitably, the good corporate reputation can win the general stake holder's support and attention, can promote enterprise's overall value, Becomes the enterprise's one kind of intangible asset.The mobile communication enterprise transforms from originally monopoly to today's situation that China moves, China Unicom, the Chinese telecommunication, China Netcom this four operation business coexistence, it makes the consumer have the full supplier to choose, This also makes the competition between various operations business to be more intense. In order to win in the competition, Operation business pull down the price of product unceasingly. However, Price also named double-edged sword which injured the other people but also destroy yourself, so all operations business have to seek other ways to enhance enterprise's competitive power. Mobile communication enterprise as a service type enterprise, its production and consumption have the simultaneity, and only when people participated in the consumption and then the production can produce. People's appraisement to the enterprise will directly affect enterprise's produce and management, therefore we said that corporate reputation play the very important role to the mobile communication enterprise.People all over the word pay more and more attention to corporate reputation, good reputation was considered to be intangible asset, competitive power and strategic resources. All leaders also start to seek the way to establish and maintain good corporate reputation. Therefore, the factor of corporate reputation appears extremely important to enterprise. The predecessor's research about corporate reputation was majority concentrate on the reputation's definition, forms and appraisement. Research about influence factor of corporate reputation was very rare, and was mainly concentrates in the manufacturing industry, the retail trade and the commodity manufacture enterprise, and also there isn't have special study about mobile communication enterprise's reputation. Research about mobile communication enterprise was mainly about the network's quality, telephonist's service attitude, quality of service and so on. Although these all looked like composes of the corporate reputation, but has not promoted to the concept of corporate reputation, doesn't do research about influence factor of corporate reputation from overall situation and don't research about how to establish and maintain corporate reputation. So this article determined to study the influence factor of mobile communication enterprise's reputation. And hope that this has some meaning in theory and practice.This article take domestic and foreign corporate reputation research as the theory ground, According to scholars'research about influence factor of corporate reputation as well as different evaluation method to corporate reputation, according to communicate enterprise's particularity, we ascertain the major effect factor to corporate reputation, and has carried on demonstration research and analysis. The full article was divided into five parts:The first part is introduction. First we introduced the background of this research, according to the time and the industry development we pointed out the main significance of this study, And introduced research technique and research structure of this article used, and also introduce the frame of this article. The research persist the theory combine with actual unifies, the historical development and the present situation analysis combined with the future trend of development.The second part is the summary of corporate reputation's fundamental research. Along with economy development, people generally realize the important of corporate reputation. and has done the thorough research to corporate reputation, however does not have consistently, explicit, unification view to corporate definition and connotation. Therefore this part first introduced the concept of corporate reputation, in the foundation of summary the majority scholars study to propose this article's definition of corporate reputation; after this we introduced and analysis the present research situation of corporate reputation in domestic and foreign as well as the research results of corporate reputation influence factors, and according to this we proposed the study content: the influence factor of mobile communication enterprise's reputation.Part three is structure the model of the influence factor of mobile communication enterprise's reputation and the design of this research. According to domestic and abroad scholar's research about the influence factor of corporate reputation, combine with the definition of corporate reputation in the second part, we comes to talk about corporate reputation from mobile communication enterprise. We ascertain the main influencing factor to mobile communication enterprise's reputation, and then structure the model of influence factor to corporate reputation and bring forward the hypothesis studying. After the model and hypothesis we introduce from several aspect such as the object of study chooses, the route , questionnaire studying design that with reliability and the method of data analysis.Part four is the questionnaire survey and analyses. This part is mainly to carry out analysis on the reclaiming questionnaire. First we Carry out analysis on to a sample book first, explain the validity of this research. Then we analysis the reliability and validity of this questionnaire, also we carry out ingredient analysis, correlation analysis and regression analysis, we use all of those to verify the hypothesis brought forward ,and indicate the correctness of the hypothesis.The last part is conclusion and suggestion. In this part we reaching the main result of this study: the influence factors of mobile communication enterprise'reputation is diversity, the important of each factor are not completely identical, the major factor are produce,employee,social responsibility,credit standing and so on. On the basis of discussing the result we propose some advice about how to building and defending corporate reputation on. Final we point out the limitation of this studying and the direction of future research.