信誉战略--企业在市场信誉机制不健全环境下的战略选择  

Corporate Reputation Strategy:Strategic Choice under the Environment of Incomplete market reputation mechanism

作　　者：杨纬隆[1] 李介新[2] 

机构地区：[1]北京航空航天大学经管学院,北京100014 [2]五邑大学管理学院,广东江门529020

出　　处：《商业研究》2008年第3期83-87,共5页Commercial Research

基　　金：广东省自然科学基金资助项目,项目编号:05013323

摘　　要：基于信誉是企业竞争优势之源的观点,可以得出企业信誉战略是企业战略理论的演化的趋势。在市场信誉机制不健全环境下企业信誉成为稀缺资源。企业构筑信誉战略要有良好的内外环境作为支撑,依着企业信誉战略内涵和性质,构建起企业信誉战略体系框架。处理好企业所要处理的问题。Since the corporate reputation is the source of competitive advantage, the paper proposes the reputation strategy is an inevitable trend of the evolution of the corporate strategy under the environment of incomplete market reputation mechanism. By eharffying the importance of building the supportive environment both inside and outside, it defines the nature of corporate reputation structures the strategic framework of corporate reputation, and deales with the problems when constructing the reputation strategy.

关 键 词：企业信誉 信誉战略 竞争优势 企业战略 

分 类 号：F272.3[经济管理—企业管理]