Research On The Corporate Reputation Evaluation And Promotion Strategy Of CC Shandong Company

With the increasing market competition and the trend of product homogeneity,consumers pay more and more attention to the differences beyond product attributes when making purchase decisions.They will not only consider the basic factors of products such as quality,price and service,but also start to pay attention to and consider how the enterprises behind the products are and how the enterprises behave.This extends to an important evaluation factor Element-corporate reputation.Corporate reputation is a comprehensive evaluation of the enterprise by all stakeholders.As a valuable and sustainable important intangible asset of the enterprise,the non imitation of corporate reputation makes it an important core competitiveness of the enterprise and plays a very important role in the operation and development of the enterprise.Good corporate reputation can play a strategic and positive role in attracting excellent employees,winning customers and investors,enhancing corporate cohesion,driving the market,establishing market entry barriers,coping with crisis and many other aspects.Many multinational companies have realized the importance of corporate reputation and are committed to the construction of corporate reputation.CC Shandong company,as a joint venture of two Fortune 500 companies in the world,has done a lot of work in the management and promotion of corporate reputation over the years.This aCCumulation has also received some positive comments from the government,media,industry,association and consumers.But for the research of CC Shandong company’s corporate reputation,in addition to the fact that corporate reputation can affect the business performance,it has been affirmed by all walks of life,the evaluation system of corporate reputation,the status quo of corporate reputation and how to manage and enhance corporate reputation have not formed a perfect system.Among these contents,the evaluation system of corporate reputation is particularly important.Only when the specific influencing factors of corporate reputation are clear can the corporate reputation effect be improved and the way to manage corporate reputation be found.This paper has a scientific and comprehensive evaluation and evaluation of CC Shandong company’s reputation evaluation system from the perspective of expert research and consumer investigation,so as to understand the status quo of CC Shandong company’s reputation,and analyze and evaluate the potential opportunities for improvement,so as to improve CC Shandong company’s reputation.Based on the literature review and industry characteristics,this paper defines five dimensions of CC Shandong company’s corporate reputation evaluation,namely:products and services,corporate social responsibility,market performance,strategic communication and innovation ability;through the expert group survey,it establishes and confirms five evaluation dimensions and 21 indicators of corporate reputation evaluation system,and based on the design of questionnaires,the paper analyzes the five evaluation dimensions and 21 indicators of corporate reputation Conduct consumer survey in regional market and give the evaluation results.Finally,combined with the current situation of CC Shandong company,make suggestions and corresponding safeguard measures.We hope to enhance the corporate reputation of CC Shandong company and provide the driving force for CC Shandong company to achieve the long-term development vision.