关于品牌管理类论文范文素材,与形象管理对于企业的重要性相关论文网

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摘要:一个企业的成功必须奠定于一个正面的企业形象.社会大众长期的信任及支持是所有企业成功的关键.2009年,美国通用汽车在宣告破产的窘境下重整了它的企业文化及形象.通过了通用的的公关部门,它在美国人民面前展现了全新的企业形象.利用广大传媒的力量,它成功的告知了社会大众美国通用汽车公司将如何改变经营方式以及为美国的社会和经济带来崭新的未来.

关键词:企业形象企业名声品牌价值品牌管理消费者信任

Introduction

Thispaperexaminesintrinsicvaluesofcorporatereputationanditsroleswithinthecontextofstrategicmanagementinthe21stcentury.Forthepurposeofthispaper,emphasiswillbeplacedontheimportanceofreputationmanagementindeliveringcorporatevalueandpetitivenesswithinGeneralMotors(GM),Inc.ParticularemphasiswillbeplacedonthedeclaredbankruptcyofGMinJune2009.ThisreportwillidentifythechallengesfacingGeneralMotorsandthechangeswithintheAmericanautomotiveindustryintoday’sglobaleconomy.WiththeUnitedStatesbeingGeneralMotors’largestmarket,thispaperwillfocussolelyonGM’sAmericanmarket.Thispaperwillalsodelineatethenecessarystrategictoolsandtacticsfortheeffectivemanagementofcorporatereputationinvariousscenarios.Duetothelengthofthisreport,thispaperwillnotattempttocovertrust,ethicsandcrisismanagementingreatdetail,eventhoughthesetopicsaredeeplyintertwinedwiththeconceptofreputation

TheFinancialValueofReputation

Untilreputationisthreatened,scholarsandpractitionershavetraditionallyoverlookeditasanimportantfinancialindicatorforbusinesses(Fombrun&VanRiel,2006).However,intoday’sworld,highdemandsforcorporateaccountabilitynolongerallowanizationstoignoretheimportanceofreputationmanagement(Oliver,2007,p.56).Reputationisthemostimportantassetthatallowsthepanytobettermanagetheexpectationsandneedsofitsstakeholders,creatingdifferentiationandbarriersagainstitspetitors.Reputationistheintellectual,emotionalandbehavioralresponseofstakeholderswhenjudgingiftheperformanceandactionsofananizationfulfillwiththeirpersonalneedsandinterests(Schreiber,2008).

该文来源:http://www.sxsky.net/guanli/00314329.html

Theconceptofreputationisfluidandabstract,yetverypowerful.Peoplewillhavecertainopinionsaboutapanywithoutactuallyhavingdirectinteractionswithit.Ananization’sreputationisderivedfromitsbehaviors,experiences,andrelationshipswithothers.Mostofthisreputationisformedoutsideoftheanizationonthebasisof“subjectiveimpressions”(L’Etang,2008,p.49).Sincereputationisexternallyperceived,itisusuallynotdirectlycontrolledbythepanyitself(Fombrun&VanRiel,2006).Reputationisnotstatic.Itisconstantlyaffectedbytheanization’sactionsandtheactionsofothersaroundit.

Brown(1998)notes“poorreputationsignalstoinvestorsthatdisasterlurksandthatwhenitstrikes,thosepanieswillnothavethenecessarypublicsupporttheyneedtoweatherthestorm”(p.279,citedinSchreiber,2008).Reputationisoftendifficulttoimitatebecause,thoughreceivedexternally,it“derivesfromuniqueinternalfeatures”ofapany.Usuallybuiltonhistory,reputationisusuallydevelopedovertime.MorethanhalfoftheBritishpopulationbelievesthat“oldestablishedpaniesmakethebestproductsandalltheevidencesuggeststhisisauniversaltruth”while40%reportto“neverbuyproductsmadebypaniesofwhichtheyhavenotheard”(Haywood,2002:176).Becauseoftheoftenasymmetricofexchangeofinformationbetweenanizationsandtheirstakeholders,potentialinvestorsandconsumersoftenlooktoapany’sreputationwhendecidingtoengagewithacertainpany.“Astrongcorporatereputationsuggeststhattheproductsandservicebeingofferedbythefirmareofhigherqualityandthatthefirmisresponsibleandwilltreatitscustomerswell”(Schreiber,2008).Thereforegametheoristsconcludethatreputationisfunctionallyimportant,sinceitgeneratesstakeholderperceptionsofthepanythatprovidestabilizationbetweenapanyanditspublics(Dowling,2006).

“Organizationalmarketvaluehasbeenmovingfromtangibletointangibleassets.AccordingtoastudybyErnst&Young(2003),between80-85%ofthemarketvalueof

关于品牌管理类论文范文素材theS&P500wasprisedofintangibleassetsversusonly15%fromtangibleasset.”“Intangibleassetsareveryimportantforachievingapetitiveadvantagebecausetheyarevaluable,rare,difficultorcostlytoimitate,substituteandtransfer”(Schreiber,2008).The4-PartModelofSharemarketValuationshowsthatnotonlydocorporatereputationsaffectcorporatevalue,butitcanalso“impactthedriversofcorporatevalue”(Dowling,2006,p.135).

Companieswithbetterreputationtendtohavelongerprofitabilityperiodsthantheirpetitorswithlessestablishedreputations.Whenhandledcorrectly,agoodcorporatereputationwillbeeavitalpartofthepany’sintrinsicvalue,whichwillbefactoredintoitsshareprice”(Dowling,2006,p.141.)FombrunandVanRiel(2004)concludedthatpanieswithsolidreputationtendtooutperformpanieswithpoorreputationonvariousfinancialmeasures.

TheRiseandFallofGeneralMotors

Sinceitsinitialestablishmentin1908,GeneralMotorshasestablisheditselfastheworld’sleaderinautomobilesales.However,sincethe1980s,thepany&

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