A Probe Into Trade Association’s Reputation In China:From The Perspectives Of Influence Factors And Remodeling Path

Reputation is the general intangible asset of trade association, comprehensively reflecting the behavior and ability of organization. It is closely related to the survival and development of an organization. Trade association’s reputation can transmit information effectively and improve stakeholder’s awareness of trade association. On this condition, trade associations can build and consolidate its legitimacy which is most important to the development of trade association. If trade-association’s reputation crisis occurs, the trade association will lose power and it can’t unite enterprises to establish good market order. During the social transition period, while the trade associations developing rapidly, trade associations have been confronted with an increasingly serious reputation crisis at the same time. It leads to the inefficiency of trade management performance and the further improvement of market economy and NFPs in China. Therefore, analyzing the reputation of trade association objectively and putting forwards to remodeling path of trade-association’s reputation is the original intention of the study. Also it has theoretical significance.This paper tries to establish a research framework based on the theory of property rights, the principal-agent theory and stakeholder theory. It uses various methods to analyze the connotation of trade-association’s reputation, its factors, and remodeling path.This paper applies analytical method to analyze the ownership structure, the principal-agent relationship and the stakeholders of trade association, and to point out characteristics and functions of trade association’s reputation. Next, this paper analyzes the internal and external factors influencing trade association’s reputation, including governance structure, property system, the quality of organization’s information, employee’s work motivation, laws and regulations, and psychosocial factors. Then, this paper objectively analyzes the current situations and problems of trade-association’s reputation in China on the opinions of the stakeholders. Then, it applies field survey method to do one case study of Shanghai, providing solid foundation for the following contents. Moreover, this paper summarize main experiences of building trade association’s reputation, including the United States and Japan. These experiences are useful to us to remodeling trade association’s reputation.Finally, this paper puts forward a remodeling path of Chinese trade-association’s reputation. One is the subjective enforcement of reputation remodeling. It is carried out on the basis of individual employee level as well as the organizational level. The other is the objective enforcement of reputation modeling. This is an indirect reputation remodeling path by the governments and social forces..