Several Types Of External Stakeholder Relations And Corporate Reputation Research

Corporation reputation becomes the continual advantage and strategic resource of the corporation, so that it is an important term which getting more and more attentions. Corporation reputation shows the general embodiment of corporate deeds and their results in the long run. It transmits specific information about the corporate. These deeds and results happen through the relationships between corporate and its stakeholders. The information is also transmitted to its stakeholders, so that, it is nonsensical to talk about corporate reputation without referring stakeholders.In this paper, which was mainly discussed is that the relationships between corporate and several exterior stakeholders influence the corporate reputation. We divided corporate reputation into two dimensions, which are competence and sympathy. Then we chose client, supplier, competitor and government as four primary exterior stakeholders. By this research, we can make it clear whether the relationships between corporate and exterior stakeholders influence corporate reputation or not, and also the degree of each exterior stakeholders.This research chose the companies in Qingdao area as examples, and took five famous companies in Qingdao area for the object whose reputations are evaluated. We asked the public in this area to score the reputation, and held an investigation. What involved in the investigation were the judges of the public about the relationships between companies and exterior stakeholders and the reputation of these companies. According to the analysis result to 257 valid questionnaires, it is showed that: (1) The favorable relationships between company and its clients, suppliers, competitors and the government has prominent positive influences to the competence of the company; (2) The favorable relationships between company and its clients, suppliers, competitors and the government has prominent positive influences to the sympathy of the company; (3) When it comes to the competence, the sequence decreasingly was the relationship between client, the government, supplier, competitor according to the degree of influence; (4) When it comes to the sympathy, the sequence decreasingly was the relationship between the government, competitor, client, supplier according to the degree of influence. The conclusion can be deduced through all the forenamed results, that is, the relationships between corporate and its exterior stakeholders have positive influence to its reputation.