On Enterprise Reputation

During the 20 years since the Reform and Opening, China has made world famous achievement in economic development. However, at the same time the level of credibility among people, especially among enterprises has been dropped, and the reputation resources have become the most scare resources. Why does not this problem happen both in planned economy and in advanced market economy, while in the countries transiting from planning economy to market economy, especially in our country, there exist such lack of reputation?The study about enterprise reputation in foreign countries has been written up extensively. However, these studies focus on the enterprises in mature market economy. And the study on the enterprises in transiting countries is scarcely, especially there are not research about the problem of enterprise reputation of China in her socialist primary stage.Within recent years, there are some articles about reputation in domestic literature, but most of them are practical article, not many are theoretical study, and there are fewer researchers studying reputation itself as a particular topic. This paper focuses on the enterprise reputation of the transiting countries, especially Chinese enterprise reputation in the socialist primary stage.The paper consists of 5 parts 11 chapters. Part One includes Chapter 1 to 3. The study object, method and previous finding in this field isintroduced, the difference and connection between reputation and some related terms are explained, such as fame, goodwill reputation. Part Two refers to only Chapter 4, in which the reputation game of individual (including two and multiple individuals) is studied. The starting point is division of labor, which is the foundation of elements that affect reputation game. The reputation in three kinds of condition is studied. These kinds of condition include there is absolutely no division of labor among social members, there is fixed division of labor among social members, and there is normal division of labor. Part Three include Chapter 5 to 8. The impact of organization, especially enterprises to the reputation continuity in normal market economy is analyzed, and also the impact to reputation continuity of law, culture, information communication and the incentive methods inside enterprises. Part Four is Chapter 9, which is the emphasis of the paper. The reputation game of enterprises in transiting counties and consequent social phenomena is discussed, where there is multiple property system. Part Five includes Chapter 10 and 11. The relationship between enterprise reputation and government reputation in China at her socialist primary stage is studied, and also the suggest to promote the enterprise reputation are put forward.This paper starts from the study of reputation game among individuals, through the analysis of organization reputation, and focuses on the reputation game among enterprises and within an enterprise. The research transforms from studying the reputation game in general market economy to studying the reputation game in the transiting countries, and then that of China at her socialist primary stage. The constraints to reputation game change from few limits to more limits, and from ideal situation to practical situation. The conclusion of the research is that lack of reputation and fake phenomena is inevitable in transition stage. Only when the characteristic of transition stage, including unclear property rights, the entrance of government power into economic life, is changed, and through the cultural construction, can make all the enterprises cherish their reputation. If not, even strict measures can only solve the surface problems and cannot change the whole situationThe creative points of view of this paper include two layers. Firstly, a new opinion about the concept of reputation is presented. The reputation should not refer to the behavior of a body to give up short-run interest for the sake of long-run interest only. It should also include the behavior of a body to give up physical inter...