企业声誉测评研究综述  

Literature Review on the Corporate Reputation Measurement

作　　者：汪凤桂[1] 彭镇[1] 

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《未来与发展》2012年第8期78-82,共5页Future and Development

基　　金：国家社科基金项目:农业企业食品安全问题研究(编号:10BGL007)

摘　　要：企业声誉是企业持续竞争优势的重要来源,对其准确测评是全面判断企业声誉水平的前提,而科学的定义则是企业声誉测评的基础。本文试图通过整理现有国外相关研究文献,进一步明确企业声誉的内涵,并在此基础上,对目前国外声誉评价最具影响力的两种测评方法即提名法和排名法进行梳理,分析这两种方法的操作过程、优劣势和应用情况。本文发现,关注"情境"因素、注重消费者群体在声誉测评中的作用,将有助于企业声誉测评的改进,而开发适宜中小企业的声誉评价体系将更具现实意义。Corporate reputation is an important source of corporate＇s sustainable competitive advantage, and the accurate measurement is the prerequisite for comprehensive understanding, while precise and scientific definition is the basis of measuring. By summing and listing systematically the related literature from foreign, this paper attempts to clarify the meaning of corporate reputation further. And on this basis, this paper sorts out two kinds of measurement methods, namely the nomination and ranking method, which are the most influential methods for reputation measurement from foreign at present, and analyzes the operation, advantages and limitations, main applications of the two kinds of measurement methods in detail. This paper points out that it is good to improve the corporate reputation measurement, if the researchers emphasize the role of ＂context＂ feature and consumer groups in the measurement, and develop appropriate measurement system for Small and Medium-sized Enterprise will. have more practical significance.

关 键 词：企业声誉 提名法 排名法 企业声誉商数 

分 类 号：F270.7[经济管理—企业管理]