Responsibility Of Reputation Strategy Innovation Of Enterprise Strategy In The Consumption Era

In the new consumption era, good reputation has great economic significance for enterprises, and corporate reputation strategy has gradually replaced simple brand Shaping starts to become an enterprise Administration The mainstream of. What is the relationship between reputation and enterprise survival? reputation strategy What is the value of strategic innovation for Chinese enterprises?

The Institute of International Corporate Reputation of Sungkyunkwan University in South Korea used the enterprises in the corporate reputation rankings of the United States and the United Kingdom as samples to investigate the impact of corporate market performance on reputation before the reputation rankings were published, and the impact of reputation on corporate market performance after the reputation rankings were published. The conclusions of the sample studies of the two countries are consistent: before and during the reputation survey, corporate capital market performance will affect the reputation ranking of enterprises. Therefore, in the era of responsible consumption, corporate reputation research should be an important part of corporate strategic innovation.

1996 Charles, Honorary Professor of Stern Business School Fombrun) clearly defined corporate reputation: "Corporate reputation is a composite expression of all the past behaviors and results of an enterprise, which describes the ability of an enterprise to provide valuable output to various stakeholders." Corporate reputation theory and reputation management have begun to integrate into mainstream management in recent years.

Corporate reputation is the socially recognized credit and reputation obtained by an enterprise in its production and operation activities. A good reputation of an enterprise means that its behavior has been recognized and praised by the society, such as abiding by its promises, seeking truth from facts, making sure that the products are genuine, and paying on time; The poor reputation of the enterprise means that the behavior of the enterprise has a poor impression in the public, such as cheating, counterfeiting, jerry building, shoddy goods, deliberately defaulting on payment for goods, defaulting on bank loans, etc.

Corporate reputation is an invisible capital of an enterprise. Higher reputation is a magic weapon for an enterprise to seek development and gain competitive advantage based on the market, which is conducive to reducing financing costs, standardizing business risks, improving business management, increasing social popularity and expanding market share. Therefore, in today's new market competition environment, building a good reputation of an enterprise is an issue that enterprises should consider when upgrading to a strategic height, and is also one of the core issues to open up a path for enterprise survival.

New Consumption Era and Corporate Reputation

Consumers are people or organizations that exchange products with the market. Specifically, they can be divided into individual consumers and consumer groups. With the development of society and the change of people's consumption consciousness and life 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 in which consumers have the right to speak. It opens a new way of consumption interaction between customers and enterprises. In the era of responsible consumption, individual consumers have already possessed a considerable degree of responsibility rationality and social care. They will not or rarely buy products produced by an enterprise whose sewage discharge does not meet the standard, whose emissions will cause serious air pollution, who is indifferent to social public welfare undertakings, and whose internal employees are often depressed and have to jump off buildings to commit suicide, even if the product quality is excellent, And the quality is good and the price is low.

At the same time, not only individual consumers have the right to decide, but also group consumers play an indispensable role in responsible consumption in this new era. Companies, organizations, and governments rarely choose to cooperate with irresponsible manufacturers, thus plunging themselves into the vortex of public opinion. As a part of the consumer group, upstream and downstream cooperators of enterprises will also consider the social image of an enterprise and choose what kind of enterprise to continue to cooperate with so that they will not be pressured by public opinion and government policies.

The way of interaction between manufacturers and consumers has gradually evolved from a single manufacturer led way in the past to a situation where new media "set up a stage" and consumers and manufacturers jointly "sing the opera". Consumers are no longer unilateral market habitual recipients, and manufacturers can no longer simply control the operation of the market. The relationship between production and consumption makes manufacturers begin to pay more attention to consumers. The change of consumption mode and the innovation of consumption concept even affect and change the social production mode, and can also promote the healthy, scientific and harmonious development of society and environment.

Responsible consumption is a kind of consumption psychology and attitude, as well as a new type of consumption concept and form; Responsible consumption is the way to realize a better life in human society, and also the fundamental driving force for enterprises to fulfill their social responsibilities; Responsible consumption is not unrealistic to buy high prices, but rational behavior of healthy consumption; Responsible consumption is not a hypocritical moral attitude, but a basic skill of sustainable development; Such consumption mode is not an illusory "green utopia", but can be embodied in consumers' daily life, such as buying energy-saving bulbs.

For enterprises that rely on consumer choice to survive in the market, in the new consumer era, they should pay more attention to corporate strategic adjustment, fulfill corporate social responsibility, shape and maintain corporate reputation, and adapt to new market choice needs. Corporate reputation originates from the good image of the enterprise and customers' goodwill towards the enterprise. This goodwill may originate from the superior geographical location, good reputation, favorable business status, good labor relations, exclusive privileges and good management of the enterprise, which means that the reputation of the enterprise is mainly influenced by consumer emotion.

In the new consumption era when 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 help improve market share.

In the market economy, enterprises, as microeconomic subjects, face the interdependent and interactive market of producers, competitors and consumers. The reputation of enterprises, the quality and price of products and the quality of services are evaluated by consumers. Only by winning customers can we occupy the market.

Second, corporate reputation can enhance the value of corporate 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 the matching tangible assets and other intangible assets has been greatly damaged. The greater the reputation damage, the greater the punishment for the enterprise.

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