Reputation In The Market Mechanism Is Not Perfect Corporate Reputation Management Environment

The enterprise prestige behavior becomes a focus of attention day by day. The paper, based on the market mechanism is not perfect prestige environment, through qualitative and quantitative analysis, surrounding the creation and maintenance of corporate credibility management of this core issue. We utilize corporate strategic management theory and methods to establish the creation and maintenance of corporate credibility to the core of the enterprise prestige management theory from the enterprise strategic height; We analysis enterprise credibility competitive game under the markets with asymmetric information, quantitatively analysis the impaction of corporate reputation to corporate credibility competitive, create the effective of corporate credibility management mechanism, declassify further the formation process of market credibility mechanism with evolutionary game theory, and improve the microeconomic foundation of corporate credibility management by utilizing non-cooperative game theory; We Comprehensively has analyzed the reason and the characteristic which the enterprise prestige crisis produces, proposed the way choice from "crisis" is "opportunities", constructed the enterprise prestige crisis dynamic management theory; We proposed the reason of corporate credibility crisis management success and failure, and illustrated the basic means of corporate credibility crisis management by corporate credibility crisis management success and failure cases. Under the market prestige mechanism is not perfect environment's enterprise prestige management further deepened and consummated the prestige management theory and developed the research scope of enterprise prestige to instruct enterprise managed behavior under initial stage socialist market economy to sped up the perfect socialism market prestige mechanism to have the positive theory and realistic significance.