Zhejiang Area Of ​​corporate Reputation Quantitative Evaluation Model

In the new economy, more and more people have recognized the importance of the corporate reputation. However, the most important and basic job of corporate reputation management is the establishment of evaluation indexes and building the quantitative-evaluated model of corporate reputation. For only having found the key indexes and their quantitative relationship to evaluate corporate reputation, we can manage and maintain corporate reputation better. And it is in this background, we have studied the quantitative-evaluated model of Zhejiang corporate reputation.At first, this paper has reviewed some of the major studies and metrics that had been produced thus far. Integrating some concepts which had been defined by other experts, we gave a new concept of corporate reputation. Then, on the base of systems to evaluate corporate reputation and the concept we have defined, we analyzed 43 bottom indexes which probably affect the Zhejiang corporate reputation. By these 43 indexes, we surveyed 21 sample companies which all from Zhejiang province. After taking back these questionnaires, we dealt with the data by factor analysis. The result of factor analysis has helped us to find 7 key indexes (factor indexes) to evaluate Zhejiang corporate reputation, they include: 1) Products/Services Factor; 2) Social Responsibility Factor; 3) Industry Position Factor; 4) Financial Performance Factor; 5) Upper Management Factor; 6) Employees Factor; 7) Innovation Factor. At the same time, with the help of factor analysis, we also ascertained the quantitative relationship between these key indexes (factor indexes) and corresponding bottom indexes.On the basis of the 7 key indexes (factor indexes), we processed the survey second time, whose object is expert sample. With the help of Moody matrix, whose scale has been modified, we got the weightiness order of these 7 key indexes. Then by Analytical Hierarchy Process (AHP), we found the quantitative relationship of these 7 key indexes with Zhejiang corporate reputation. Integrating with the quantitative relationship of key indexes with bottom indexes, we built the quantitative-evaluated model of Zhejiang corporate reputation--Zhejiang Corporate Reputation Index (ZCRI).Further more, the author verified the reliability and the validity of the ZCRI model by two samples which are both from Zhejiang province.At the end of this paper, we discussed the conclusion we have gotten, expatiate on the applied value of the model, and the author also gave 4 suggestions for further study.