| The rapid development of economy has brought about the enhancement of comprehensive national strength,the accumulation of high capital and the improvement of living standards;At the same time,it also brings some problems that can not be ignored,such as the lack of value,labor conflicts and so on.In the face of these problems,the negative events caused by the improper disposal of individuals or companies will cause great damage to the corporate reputation through the wide spread of various media.For example,the recent "Boeing 737max" grounded,Ruihua accounting firm was punished,and "lucky coffee" financial fraud and other events have brought great damage to the enterprise,and also made the public question the reputation of Chinese enterprises.In such an environment,enterprises need to pay more attention to their own reputation,make it an asset of the enterprise,and bring benefits to the enterprise.At the same time,how to evaluate and manage reputation capital is particularly important.Because the related research on reputation capital in China is later than that in foreign countries,and enterprises generally have weak awareness of reputation capital,it is very important to build a set of reputation capital evaluation system suitable for China’s related enterprises.Starting from the evaluation system,we can judge the level of reputation capital based on the evaluation results,so as to strengthen the management of reputation capital,make it become the soft power in the competition,and bring long-term benefits to enterprises.Based on the analysis of SG Company,through combing the literature related to reputation capital,drawing lessons from the relevant literature at home and abroad,this paper selects the evaluation index of SG Company from three aspects of financial profitability,social relations and internal management from the perspective of stakeholders.As the reputation capital evaluation is a combination of qualitative and quantitative indicators,and there are many qualitative indicators,the AHP method is used to determine the weight of reputation capital evaluation indicators,and the fuzzy comprehensive evaluation method is used to carry out three-level fuzzy comprehensive evaluation on the weight of indicators,thus the reputation capital level of SG company is "above medium".As a state-owned listed company,the level of reputation capital is only above average,which shows that the management of reputation capital is deficient.In the fifth chapter,the author puts forward the corresponding measures to improve the reputation capital management of SG,from the internal system: strengthen the awareness of reputation capital management,establish the position of reputation director,integrate the reputation risk assessment into the enterprise reputation risk management,and can well deal with emergencies;Externally: cooperate with external consulting companies,pay attention to brand management,pay attention to brand culture innovation,and timely adjust reputation capital evaluation and reputation capital management measures.And hope to have a certain reference for similar enterprises with SG Company. |
