Our Corporate Reputation Status And Construction

In theory, business goodwill which is one of the key element for its survive and revive, can earn the goodwill rent and reduce the business' s transaction costs. Moreover, business goodwill is decided by such complicated factors as social cultural traditions and system, technological level, business operation performance and the specific condition of a market. But in China, the phenomenon of business' s breaching faith is so universal that it has been the main barrier for the developing Chinese economy. The article illustrates that the under-development of property rights institution, the irrational recognition for breaching faith, the disadvantages of step-by-step reform, unsuitable government behaviors, the imperfection of legal system and lack of moral basis are all the causes of business' s breaching faith.Consequently, to establish the business goodwill, the author suggest that the systematize complexity and synthesis should be taken into consideration. Firstly, business should strengthen itself and construct its internal self-discipline goodwill. Secondly, the government should deepen its reform to promote the construction in business goodwill. Thirdly, intermediary organizations should be widely establish to form independent fair and objective goodwill evaluating mechanism. At last, powerful law culture morality and public opinion are also essential in order to construct business goodwill.