The Study On The Impact Of Corporate Prestige On Corporate Non-financial Achievements

The enterprise prestige does for enterprise's intangible asset, already became one of the most important fountainheads of enterprise competitive advantage, and one of the most important actuation factors of enterprise successful. The good enterprise prestige gives the customer confidence for redundant purchases and the quality assurance , thus promoted the establishment of the customer loyalty. This article based on the consumer sensation's angle of view, mainly studies the enterprise prestige and the influencing factor, as well as influence of enterprise prestige to enterprise non-financial achievements. Seeking for the way to enhances the enterprise prestige , this is helpful for the enterprise carries on the prestige management effectively, causes the enterprise to win the competitive advantage in the intense market competition, enhances enterprise's non-financial achievements.On the base of the related literature and the expert interview foundation, this article division the enterprise prestige for three dimensions, one is the emotion tendency, the second is the cognition appraisal and the third is the behavior intention, and embark from the consumer angle of view, has constructed enterprise prestige and the influencing factor to the enterprise non-financial achievements influence theoretical model based on the consumer sensation. Reorganize influencing factors of enterprise prestige, as well as each targets of enterprise prestige and enterprise achievements based on the consumer angle of view more systematic and more standard. Then take the Chinese enterprises as the background, obtains the correlation data through the questionnaire survey, and carries on the statistical analysis with the SPSS software to the correlation data, obtains the main research conclusion is as follows:(1) Embarks from consumer's angle of view, divides the enterprise prestige into three dimensions ,the emotion tendency, the cognition appraisal and the behavior intention, has the very strong serviceability to our country's enterprises.(2)The product and the service, the enterprise prestige, the community responsibility, the prospect and the attraction these four influencing factor reduces gradually to the enterprise prestige's emotion tendency's influence; The product and the service, the enterprise prestige, the prospect and the attraction these three influencing factor reduces gradually to the enterprise prestige's cognition appraisal's influence; The product and the service, the community responsibility these two influencing factor reduces gradually to the enterprise prestige's behavior intention's influence.(3) The product and the service, the enterprise prestige, enterprise's community responsibility, the enterprise prospect and attraction these four factors reduce gradually to the customer degree of satisfaction and the loyalty influence.(4) Three dimensions of enterprise prestige :the emotion tendency, the cognition appraisal and the behavior intention and the customer degree of satisfaction and the customer loyalty have the remarkable relevance. The behavior intention, the cognition appraisal and the emotion favor these three enterprise prestige's dimensions reduce gradually to the customer degree of satisfaction and the loyalty influence.Finally, this article unifies the Chinese Well-known Enterprise---Haire's successful experience, proposed the several countermeasures, hoped have somewhat positive instruction function to enhance the enterprise non-financial prestige, enhances the customer degree of satisfaction and the loyalty, enhances the enterprise non-financial achievements.