Reputation Strategy And Corporate Reputation Strategy And Marketing Management

From domestic enterprises in recent years

Entering the twenty-first Century, with the advent of globalization and knowledge economy, especially the rapid development of the Internet, on the one hand, the society has entered the era of information explosion, knowledge updating is faster, technological means updated, labor efficiency is higher, and industrial fission is more; on the other hand, in the increasingly diversified social needs and constantly stimulating the development of the industry, the life cycle of industry is shortening, which leads to the shortening of the life cycle and the life cycle of products, and the market competition is more intense.

Along with the surging tide of globalization and the competition between international and domestic enterprises, especially with the strategy of multinational enterprises to Chinese enterprises.

Corporate reputation and reputation strategy

Entering the twenty-first Century, corporate reputation and reputation management has become a hot topic in academia and business circles.

When the competition among enterprises is further evolving from product competition, price competition, service competition, and brand culture competition to the competition of corporate reputation, Corporate Reputation and reputation management have become a hot topic of western scholars, which is a new topic for Chinese enterprises.

In recent years, with the frequent occurrence of corporate reputation incidents, corporate reputation management has attracted the attention of our academic and business circles.

On the basis of popularizing the theoretical knowledge of reputation management, the research on reputation management theory has also been deepened by Chinese scholars. The research perspective of reputation management has been increasing, and the research field has also been expanding, including from the single perspective of economics, management, marketing, public relations and so on to the cross disciplinary research of multidisciplinary.

What is reputation?

In the "Ci Hai", the word "Sheng" has the meaning of "reputation". In the modern Chinese dictionary, reputation is interpreted as "reputation and reputation", so the reputation of an enterprise should be the reputation and reputation of an enterprise.

In fact, academia has not yet formed a generally accepted definition of corporate reputation.

The understanding of the connotation of corporate reputation is often expressed by experts from different disciplines.

Reputation management breaks through the shackles of traditional management theory and evolves the relationship between enterprises and environment into the management of stakeholders.

Therefore, some researchers put forward the stakeholder model of corporate reputation management, that is, through the accurate decision making, reputation investment and information interaction activities, the three dimensions of corporate reputation can be communicated to the determinate, expected and potential stakeholders effectively through reputation, reputation and trust. Different kinds of stakeholders can manage different kinds of stakeholders, so that managers can concentrate on dealing with major stakeholders.

The rapid development of the Internet has also led to the rapid rise of a large consumer group.

In the era of Internet economy and globalization, Chinese enterprises are becoming more and more aware that corporate reputation management and reputation early warning have become a major problem of enterprise strategy.

Davis Jan, a famous American reputation management scholar, pointed out: "it is essential for any group organization to achieve permanent success and good reputation.

Especially when you are in trouble, a good reputation is your most important asset. "

Kevin Jackson, Professor of business school at Ford University in New York, said: the theme of business is integrity.

With this theme, people are still asking the company to create good results, but they also require the company to have a high sense of social responsibility and achieve these results through fair trade.

Therefore, Jackson believes that reputation capital is a new economic concept with strategic significance. Its important role is to help companies bear social responsibilities and bring competitive advantages in the business environment. Meanwhile, it helps corporate leaders and management departments regain trust and authority in a suspicious business environment.

Therefore, entering this century, reputation management has been universally accepted by multinational companies and taken into consideration in strategy.

In their respective business practices, multinational corporations have found that a good reputation can directly support the company's good financial performance, satisfactory shareholders' income and employee compensation incentive mechanism, and good corporate reputation can enable enterprises to react quickly in the face of crisis and enhance their ability to resist risks.

Southwest Airlines pays great attention to meeting the needs of customers from details in its daily operation and management. It has established a good reputation and even withstood the impact of the "9. 11" incident on the US aviation industry.

In our country, the rapid development of network technology and the rapid increase of Internet users have constantly changed people's way of life, working methods and inherent concepts, and greatly changed the living environment, organization mode, management mode and traditional concept of enterprises.

For enterprises, the advent of the Internet economy, especially the development of the Internet, is not only a joyous initiative but also a worrying invention.

In the traditional industrial economic era, enterprise management is the management of resource elements centered on products, focusing on the internal management of enterprises and adapting to the external environment.

In the era of Internet economy, because of the fragmentation of knowledge and information, consumers are faced with greater resistance to decision-making. The traditional concept of self centred enterprises is facing severe challenges at the same time.

When consumers become more and more powerful, when the Internet public opinion can even destroy an enterprise, enterprises can no longer simply repeat the management elements and methods on the basis of tangible products, but must face the new competitive environment to make positive responses. They must timely carry out strategic innovation and mode innovation, and strive to make their business activities "naked" and "pparent". In particular, they should dare to face all kinds of management challenges from the network, respond quickly and strengthen communication with the public, and strengthen the early warning and management of enterprise reputation.

Just as individuals with good reputation are more likely to get career success, companies with good corporate reputation have more business advantages than those with less reputable reputation.

A company with a good reputation is more likely to attract and cultivate talents, acquire the loyalty of talents to enterprises, and increase the confidence of customers in products and services, and establish higher customer loyalty.

At the same time, a good reputation can maintain the healthy development of enterprises for a long time, and help enterprises build a higher market competition barrier, thus effectively consolidating the market position of enterprises.

Corporate reputation is a kind of intangible asset that can be nurtured, valuable, sustainable and difficult to imitate. It is an important tool for enterprises to maintain strategic competitive advantage.

It can be said that at present, we are living in an electronic ecological environment.

Looking back on more and more reputational crises in the domestic market in recent years, we have fully realized that it is time for Chinese enterprises to attach importance to reputation management.

Moreover, with the deepening of economic globalization in the Chinese market and the increasing number of Chinese enterprises going to the international market, the problem of reputation management is more serious in front of enterprises.

Obviously, the research and management of corporate reputation has become a top priority for enterprises.

In the new market environment, the reputation events of enterprises can evolve into a huge force. Good corporate reputation and image can help enterprises to tide over difficulties in the crisis and win the trust of the public. Because of the lack of public trust and loyalty, enterprises with bad reputation will encounter collapse if they are in inferior market position and encounter negative events.

Therefore, with the rapid development of information economy and the free flow of market elements, the Internet has become the first channel for people to get information, and even become a new tool for people to work, live, consume and entertain. Enterprises should not only attach importance to building their own strategic hardware, but also focus on fostering their own strategic software.

Facing the new competitive environment, enterprises' investment and management of their own soft elements, such as corporate reputation, have become the first condition for an enterprise to remain invincible in the era of Internet economy.

Therefore, enterprises should treat reputation management and reputation strategy as their important strategic issues.

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Corporate reputation management and public relations

When we look back on the Chinese market in the past ten years, the reputation crisis of enterprises has been increasing with the advance of time. Moreover, the reputation crisis has become an important source of the crisis of enterprises and the crisis of life.

Overall, the frequency, scope and consequences of the crisis are positively related to the development of the Internet and the growth of Internet users.

A few years ago, such as TOYOTA's "insulting advertisement" incident, which was first reported by the Beijing morning post in 2003, the result only resulted in the Toyota Corporation being forced to rename the "TOYOTA hegemony" to "Prado". In 2004, the Henan business daily, the first news disclosed by the Henan business daily, reported the news of "hydrogen peroxide toxicity", which caused widespread media coverage of the incident. After that, giant calcium was still on the shelves again. In 2005, the bright "milk back" incident that was first disclosed by Henan TV station made the bright dairy industry "fire" everywhere, which led to the apology of the chairman of the group to consumers all over the country.

然而，自2006年以來，網絡民意對企業聲譽事件的關注和參與更加強烈了，如2006年6月15日《第一財經日報》刊發的有關富士康員工的報道，致使富士康成為“血汗工廠”的代名詞，在與媒體的較量中富士康已使自己成為眾矢之的；2007年，摩托羅拉手機電池爆炸事件，由于摩托羅拉對事件處理不當，致使自己背上了推卸責任的惡名；2008年，引發乳業地震的三聚氰胺事件，則導致三鹿企業破產倒閉；2009年，央視3·15晚會曝光山東移動濫發垃圾短信并泄露用戶個人信息的事件，披露了中國移動就是垃圾短信泛濫最大的助推者與縱容者，從而使中國移動公司為自己戴上了“賊喊捉賊”的帽子；2010年，企業聲譽危機事件越加頻發，豐田“召回門”，雪碧汞中毒門，肯德基秒殺門，美的紫砂煲質量門，蒙牛、伊利互掐爆出“惡性營銷門”等均令消費者觸目驚心。

According to the data released by China Internet Network Information Center (CNNIC), as of the end of December 2010, the number of Internet users in China has reached 457 million, accounting for 23.2% of the total number of Internet users in the world, accounting for 34.3% of the total number of Internet users in Asia. The Internet penetration rate has climbed to 34.3%, an increase of 5.4 percentage points compared with the end of 2009. The annual number of Internet users increased by 73 million 300 thousand, an annual increase of 19.1%.. At the same time, China's mobile Internet users reached 303 million. The most striking thing is that the annual growth rate of Internet users 48.6% is the fastest growing user growth, indicating that more economic activities are stepping into the Internet era.

At present, China is changing from mass media led by traditional media to the spread of new media, which will inevitably bring about a historic breakthrough in the rights of citizens to disseminate, and new media is affecting every citizen and organization in the society in its own unique way.

Faced with such a large group of Internet users, how to effectively establish their good reputation is an important problem faced by enterprises in the era of network economy.

The reputation management system of enterprises needs to start from many aspects such as market concept, organization function and system guarantee. Managers and employees must recognize the dialectical relationship between corporate reputation and the survival and development of enterprises, recognize the dangers that may arise from the absence of corporate reputation management, and establish a set of early warning mechanisms and quick coping strategies that can effectively maintain corporate reputation and take them as the strategic tasks of enterprises.

However, the reputation management of Chinese enterprises is still at a spontaneous stage.

Looking at many cases of reputation crisis, some enterprises fail to respond quickly after encountering a reputational crisis, lack of quick response strategies, or only complain of grievances, but fail to make the enterprises passive. They even lose their wives and soldiers. This is actually the lack of reputation crisis consciousness, lack of reputation system guarantee and reputation early warning mechanism.

Many enterprises still remain at the level of "reputation management equal to public relations". They only regard reputation management as a department function of an enterprise instead of rising to corporate strategy, so they often lack effective protection in organization and system.

The function of reputation management and public relations is to actively handle the relationship between the organization and the environment in the business activities, but the essence of public relations lies in communication. The essence of reputation management lies in decision-making, although reputation management needs to be achieved through effective public relations.

At the same time, the public relations activities of enterprises mainly occur on the interface between enterprises and the environment. Because of the functional characteristics of public relations departments, they are often referred to as "fire fighting teams" by enterprises. Sometimes, it is difficult for enterprises to get rid of public relations.

Reputation management runs through all the business activities of enterprises. Compared with public relations, reputation management has a richer management connotation and broader performance space. Therefore, reputation management should have a higher strategic position in enterprise management.

Nowadays, with the globalization of the market, enterprises will increasingly enter the international arena to participate in market competition. The view that enterprises can live alone in their own pocket is very narrow.

Therefore, Chinese enterprises urgently need to build an enterprise system and culture based on reputation management and reputation image, and establish an early warning mechanism for reputation crisis, strengthen crisis management, and effectively maintain the good reputation of enterprises.

Since the beginning of this century, there are more and more corporate crises arising from reputation. Both domestic and overseas reputable enterprises have fallen due to the reputation crisis.

The ancients said: "wise men worry, there must be a loss."

Fikop, the author of the book "crisis management", once conducted a special investigation of the chairman and general manager of Fortune 500 top companies. Data show that 80% of respondents believe that modern enterprises face the crisis just as people will inevitably face death. It has become inevitable. 14% of them admit that they have been challenged by serious crises.

In recent years, frequent incidents of reputation crisis, including many world famous brands, have not been spared.

These reputation events illustrate that multinational corporations still lack the understanding of Chinese culture, especially the nationalism and patriotism of Chinese consumers, and also reflect the imperfection of the early warning mechanism of multinational corporations' reputation crisis for Chinese market.

As for multinational companies, the reputation warning and reputation management faced by Chinese local enterprises are even more absent.

In June 19, 2007, the first cell phone battery explosion death case occurred in Jinta County, Gansu. As the manufacturer of the problem cell phone, Motorola failed to take active measures in the first time. After about 10 days, the responsibility of the explosion was taken as the starting point, and the responsibility of the explosion was attributed to the cell phone battery. At the same time, without the authority of evidence, it was claimed that the explosion was not the original Motorola battery. The main reason was that the explosion accident caused by the wrong use of machine under the high temperature condition did not happen again.

Motorola became the target of public criticism and put on the hat of shirking its responsibility.

In fact, the occurrence of accidents is not terrible. The terrible thing is that the parties concerned can not face up to the problem and make a quick and decisive decision on reputation crisis, and resolve the negative events that may further endanger the brand image of the enterprise.

It can be seen that even in multinational companies, there are loopholes in reputation management.

In particular, faced with different cultural backgrounds, Chinese consumers are still not rational enough to take the economic patriotic action frequently at the expense of consumption. Multinational corporations should be more cautious today.

In this regard, the case of boycott Carrefour happened in the spring of 2008 is a typical case.

In April 2008, due to the defeat of the Olympic torch relay in Paris in Beijing, a nationwide netizen boycotted Carrefour incident.

The initiative of some netizens has received support from netizens. The appeal and boycott of netizens have made Carrefour's management significantly affected.

On the one hand, Carrefour striving to clarify the rumor to subsidize "Tibet independence". On the other hand, even though Carrefour thought it was a pre arranged arrangement for normal "51" promotional activities, it was still referred to as Carrefour by netizens. It was an attempt to dissolve netizens' resistance through the May 1 promotion campaign.

In May 1st, Carrefour was forced to cancel sales promotion under the pressure of the situation.

It can be seen that the crisis management of enterprises must be based on respect for national sentiment. Otherwise, pure commercial initiatives may become victims of nationalism and real politics.

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Nowadays, enterprises should know how to build and accumulate their reputable assets in their daily business activities. It is obvious that Hewlett-Packard Co's investment in reputation assets is ranked among the 100 best citizens in the United States.

The Hewlett-Packard Co has a very systematic stipulation to raise corporate citizenship responsibility to the height of Hewlett-Packard Co development strategy and take it as a part of enterprise's competitive advantage.

In order to fulfill its promise to society, Hewlett-Packard Co encourages employees to make money for community building.

In the United States, HP employees spend 4 hours a month working for community schools or non-profit organizations. The company pays wages for employees as usual.

In order to save energy, Hewlett-Packard Co even encourages employees to work at home.

The development of communication saves energy and raw materials, brings measurable financial benefits to the company, and reduces the impact of driving on the environment, including reducing emissions and easing traffic congestion.

Closely related to the construction of corporate reputation assets, enterprises must also pay attention to the accumulation of entrepreneurs' reputation assets.

Entrepreneur reputation is the evaluation of the society's ability to entrepreneurs, business performance, public relations and the level of commitment contract and social status.

Theoretically speaking, law and reputation are two basic mechanisms to maintain the orderly operation of market economy.

In any society, it is always limited to solve problems by law.

Compared with the law, reputation mechanism is a lower cost mechanism. The market economy needs a good market order. This order is based on good reputation mechanism. The establishment of reputation mechanism requires a certain legal environment and institutional guarantee, and also requires good social behavior norms and moral restraint mechanisms.

According to a joint survey by the world economic forum and Frey international communication company on 132 leading multinational companies in the world, corporate reputation over financial performance has become an important indicator of enterprise success.

Another survey of CEOs in Europe, Asia and North America shows that corporate reputation is a growing concern for CEOs worldwide, and CEOs are increasingly inclined to think strategically.

Scholars believe that after the competition between enterprises has gone through price competition, quality competition, service competition and brand competition, it has entered a new stage -- reputation competition.

Corporate reputation competition and marketing

In recent years, there are numerous incidents of corporate reputation in China.

Only a series of reputational crises in the dairy industry can be described as one after another.

Faced with the new market environment, how to establish effective early warning mechanism for reputation, how to deal with the reputable events that may be encountered correctly, repair and make up for the loss of reputation in time, actively resolve the reputation crisis, and avoid the greater losses of enterprises, have been put in front of enterprises.

Judging from the reputation crisis of domestic enterprises, although the problem is mainly in the supply chain links such as product quality, but objectively speaking, the real root of reputation crisis lies in the marketing concept of enterprises.

There is no doubt that marketing is the core source of corporate profits, especially in the Chinese market, marketing is the most creative spirit of enterprises, but also the most vulnerable to abuse of the industry.

China's huge market demand determines that the market space and enterprise profits gained by marketing are extremely rich.

Only big markets can bring up big enterprises. Some enterprises that have advanced in knowledge have made rapid progress through marketing. This is indeed a rare phenomenon in China's market. Haier, Mei, Galanz, Wahaha, Yili and Mengniu are examples.

Especially in dairy products, food products, health products, cosmetics and other industries, enterprises often fall into a reputation crisis. On the one hand, they show that enterprises are eager for quick success and instant benefits in the business philosophy, but on the other hand, they are embodied in the lack of marketing ethics, and the abuse of marketing means, including the speculation on the concept of marketing, which often leads enterprises to throw stones into their own feet.

For example, the dispute between golden dragon fish and Lu Hua, the battle between golden dragon fish and Fuling gate has made us see that even large enterprises often fall into the reputation crisis caused by the concept hype.

The concept marketing and marketing hype of the cosmetics industry are even more ridiculous. Earlier, such as the 2005 SK-II storm is a typical case, and now the dazzling cosmetics market, such as products rich in "natural whitening essence", "active moisturizing factor", "plant grass essence" and other confusing "patent elements" products can be seen everywhere.

In recent years, enterprises are increasingly keen on the concept of product hype. The concept wars and advertising wars are all over the world. Many poor marketing methods are absolutely useless. This is both a blasphemy for marketing science and a spoil for selling this art.

The marketing community's fascination with concept reflects the demand of the market.

Once upon a time, in the face of immature consumer psychology, fierce market competition resulted in a lot of homogenized commodities being unsalable, which led to the pursuit of "big king".

The great contribution of knowledge economy is that it accelerates the differentiation of consumers and accelerates the maturity of consumers.

With the change of social consumption environment, concept marketing has been increasingly criticized by the market.

Conceptual marketing originates from the need of market differentiation. Under the new market conditions, the differentiation of customers first requires the differentiation of products, and the differentiation of products is connected by a series of elements, including price positioning, channel terminal, promotion strategy and communication mode. This is the most basic demand for differentiation.

With the acceleration of consumer stratification, especially the change of lifestyle, customers are more sensitive to the delivered value or more concerned about the added value of the product.

As a result, differentiated competition is constantly upgrading, such as functional differentiation, taste differentiation, brand differentiation, enterprise image differentiation, cultural background differentiation, and origin country differentiation. This series of competitive factors form a longer and more differentiated market chain.

However, the core of market competition is to occupy the minds of consumers. In fierce competition, you are only valuable if consumers are to remember you.

A good product, if you sink into a parrot, is overwhelmed by a multifarious marketing concept, and your product will be drowned in the sea of market.

For the market, whether it is rational appeal or emotional appeal, the essence of these differences needs to be expressed in a core concept.

This concept must be accurate and vivid, and it can capture the charm of the market, as well as the refined tastes and the common customs, without losing the standard of science and technology.

Many enterprises are good at marketing concept as a pretext, as long as the concept of novelty novelty, can touch the tired nerves of consumers, is the highest level of marketing.

Therefore, conceptual marketing is often driven by interests, including what names and what concepts are attractive.

In the market, the more products we can't find the advantage of differentiation, the less customers trust products, the more we like to play the concept.

The low-level approach is often to fabricate several English words to make the so-called "rare ingredients" and fabricate several "scientists" to "invent" products.

With the maturity of consumers and the regulation of market management, the concept marketing of enterprises is upgrading from a low level functional concept to a high level science and technology concept. The concept of "gene technology" and "biotechnology" are popular. The more you don't understand the concept, the higher the technology content, the better the use effect, the richer the nutritional value...

These are the current road of conceptual marketing, and often become the triggers of corporate reputation crisis.

Of course, it is not wrong to create a good concept to enhance communication with the market and enhance consumer awareness.

The problem is that the concept of marketing itself must accurately reflect the real needs and desires of consumers, and truthfully convey the true ingredients and connotation of products.

Trying to attract consumers' attention and striving for conceptual innovation is the first step in marketing strategy.

Next, the bigger test for enterprises is whether the concept value can be pformed into customer value, which will fundamentally determine the success or failure of enterprise marketing.

Customer value is the foundation of customer satisfaction and the guarantee of customer loyalty.

After the purchase, consumers will have a specific perception of the customer value provided by the enterprise. Only when the perceived value of the customer exceeds their pre expectation, will the customer be satisfied and the customer value will be recognized.

Otherwise, regardless of the marketing mix strategy adopted by enterprises, if they fail to play a role in increasing customer value, their marketing will end in failure.

Therefore, the marketing activities of an enterprise, including the initial concept development and market creativity, must conform to the consumer psychology. Only by starting from the core interests of the customer and starting from the actual utility of the product or service, can the conceptual value be pformed into customer value.

However, the creation of any customer value is not a subjective assumption and isolated behavior taken by enterprises. It is the result of repeated communication and in-depth interaction between the enterprise and the external environment.

From a higher level, the core idea of corporate reputation strategy is often reflected in the marketing management of enterprises, or how to effectively implement and embody the reputation strategy of enterprises, which becomes an important condition for enterprises to win in the new market environment.

A reputable enterprise is closely related to its excellent marketing culture. Enterprises without good marketing culture will never have a good reputation.

Corporate reputation is closely related to enterprise marketing management. The reason is that marketing is the most important interface between enterprises and consumers and society. The key elements of competition such as corporate reputation, corporate culture and enterprise core value are more effective only through marketing and other important market means and entity elements.

Marketing itself also embodies a series of market concepts and ideologies such as strategic objectives, business ideas and social responsibilities.

If the enterprise does not have the correct value ranking, without scientific institutional arrangements and without excellent marketing culture, it will not be able to accumulate good reputation capital.

Therefore, building a good corporate reputation, implementing corporate reputation strategy and preventing the reputation crisis of enterprises must be started from marketing.