标准与规范:论德国企业声誉的科学建构  

Standard and Specification: On the Scientific Construction of German Enterprise Reputation

作　　者：汪帅东[1] 

机构地区：[1]清华大学新闻与传播学院,北京100084

出　　处：《对外经贸》2018年第5期137-139,共3页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：中信改革发展研究基金会项目"国企形象建设与声誉传播"(项目编号:20172000471)

摘　　要：从2017年全球企业声誉排行榜来看,美国、日本和德国企业表现最为强势,入围百强的企业数量超过了总数的2/3。其中,德国博世集团与阿迪达斯公司成功跻身全球十强。与美日企业建构声誉的路径不同,德国企业之所以享有良好的国际声誉,与其注重发展双轨制教育、不断完善管理模式、确保产品质量过硬、持续推进产品研发、建立安全保障机制和重视社交媒体传播不无关系。US enterprises,Japanese enterprises and German enterprises make themselves conspicuous by dominating more than two thirds of top 100 in the The World＇ s Most Reputable Companies in 2017, among which Robert Bosch and Adidas rank top 10 worldwide. Different from American and Japanese way of constructing reputation, German enterprises＇ great reputation lies in the double - track education, gradually compete management, good - quality products, consistent development of new product, strictly security mechanism, as well as communication of social medium.

关 键 词：双轨制教育 产品研发 安全保障机制 社交媒体传播 

分 类 号：F272[经济管理—企业管理]