Reputation Strategy: Corporate Strategy Innovation In The Era Of Responsible Consumption
In the new consumption era, good reputation has great economic significance for enterprises, and corporate reputation strategy has gradually replaced pure.
brand
Shape begins to become an enterprise
Administration
The mainstream.
What is the relationship between reputation and enterprise survival?
reputation
strategy
What is the value of Chinese enterprises' strategic innovation?
The international reputation Institute of Han Guocheng university has taken the sample of enterprises in the US and the UK as the sample respectively to examine the impact of the reputation of the business market before the announcement of reputation ranking, and the impact of reputation after the announcement on the market performance.
The conclusion of the two sample studies is consistent: before the reputation survey is conducted and the reputation survey is conducted, the performance of corporate capital market will affect the reputation ranking of enterprises. Therefore, the era of responsible consumption should regard corporate reputation as an important content of enterprise strategic innovation.
In 1996, Charles Fombrun, an honorary professor at Stern business school, clearly defined the definition of corporate reputation: "corporate reputation is a composite expression of all actions and results of an enterprise in the past. These actions and results describe the ability of an enterprise to provide valuable outputs to various stakeholders."
Corporate reputation theory and reputation management have been integrated into mainstream management in recent years.
Corporate reputation is the credit and reputation recognized by an enterprise in its production and operation activities.
The good reputation of an enterprise means that the behavior of the enterprise is generally recognized by the society, such as keeping promises, seeking truth from facts, genuine products, paying on time and so on. However, poor corporate reputation means that the behavior of the enterprise is less impressive in the public, such as deception, counterfeiting and shoddy, Jerry building, secondary charging, delinquent payments, arrears of bank loans and so on.
Corporate reputation is the invisible capital of enterprises. A higher reputation is a magic weapon for enterprises to seek development and gain competitive advantage based on the market, which is conducive to reducing financing costs, standardizing business risks, improving management, enhancing social awareness and expanding market share.
Therefore, in today's new market competition environment, shaping the good reputation of enterprises is a matter that enterprises should consider to raise to a strategic height. It is also one of the core issues for the survival of enterprises.
New consumption era and corporate reputation
A consumer or a person or organization that has an exchange with a market product can be divided into an individual consumer and a consumer group.
With the development of society and the change of people's consumption consciousness and attitude, today's market has gradually entered a new consumption era led by responsible consumption.
The era of responsible consumption, in short, is an era of letting consumers have the right to speak. It opens up a new way of consumption interaction between customers and enterprises.
In the era of responsible consumption, individual consumers already have a considerable degree of responsibility, rationality and social concern. They will not or will rarely buy products produced by a company whose sewage discharge is not up to standard, emissions will cause serious air pollution, indifference to public welfare undertakings, and employees often degenerate to commit suicide.
At the same time, not only individual consumers have the right to decide, group consumers also play an indispensable role in this new era.
Companies, organizations and governments rarely choose to cooperate with irresponsible manufacturers to get themselves caught in the whirlpool of public opinion.
As a part of the consumer group, the upstream and downstream partners of the enterprise will also consider the social image of an enterprise and choose to continue to cooperate with a kind of enterprise so that they will not be under pressure from public opinion and government policies.
The way of interaction between manufacturers and consumers has evolved from a single manufacturer in the past to a situation in which new media "set up platforms" and consumers and manufacturers jointly "sing opera".
Consumers are no longer unilaterally accustomed to market habits, and manufacturers no longer dominate the operation of the market simply.
The relationship between production and consumption makes manufacturers begin to pay more attention to consumers. The change of consumption patterns and the innovation of consumption concept even affect and change the way of social production, and at the same time, can promote the healthy, scientific and harmonious development of society and environment.
Responsible consumption is a kind of consumption psychology and consumption attitude. It is also a new concept and form of consumption. Responsible consumption is the way to realize the good life of human society and the fundamental driving force for enterprises to fulfill their social responsibilities; responsible consumption is not unreasonable buying high prices, but a rational behavior of healthy consumption; responsible consumption is not a hypocritical moral gesture, but a basic skill for sustainable development; such consumption is not an illusory "green Utopia", but a concrete trifle that can be embodied in the daily life of consumers, such as buying energy-saving bulbs.
For the enterprises that depend on the choice of consumers in the market, in the new consumption era, we should pay more attention to the adjustment of enterprise strategy, fulfill the corporate social responsibility, mould and maintain the reputation of the enterprise, and adapt to the new market choice demand.
Corporate reputation arises from the good image of a company and the goodwill of its customers. This goodwill may originate from the advantageous geographical location, good reputation, favorable commercial status, good labor relations, exclusive privileges and well managed management, that is, corporate reputation is mainly influenced by consumer sentiment.
In the new consumption era that consumers begin to dominate the market, good corporate reputation has great economic significance for enterprises.
First, corporate reputation can enhance the market appeal of its products and improve market share.
In a market economy, enterprises as a microeconomic entity are faced with the market that producers, competitors and consumers depend on and interact with each other. The reputation, quality and price of products, and the quality of service are evaluated by consumers.
Only by winning customers can we occupy the market.
Second, corporate reputation can enhance the value of tangible assets.
Intangible assets and tangible assets of enterprises always complement each other.
For enterprises, the loss of reputation not only means that the sunk cost of reputation investment has been lost, but also the value of tangible assets and the value of other intangible assets that are matched with this are also greatly damaged.
The bigger the reputation is, the more punishment the business will get.
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