国内企业声誉测评实践：比较与启示——以“中国最受尊敬企业”和“最受赞赏的中国公司”榜单为例

企业声誉测评是声誉管理的重要内容。"中国最受尊敬企业"和"最受赞赏的中国公司"是目前国内企业声誉测评最具影响力的两份榜单。对两份榜单产生的程序、企业出现的频次、性质、所属行业等方面进行了比较,分析发现:有5家企业备受两份榜单青睐;地方国有企业比央企具有更好的声誉;与公众关系密切的并且具有高科技性质的电子电器类企业拥有更好的声誉。与此同时,因评价指标、主体等的不同,两份榜单的结果有着明显差异,且均具有一定的局限性。由此,关注受访者的地域文化差异、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,同时对中小企业进行声誉测评将更具有现实意义。

Domestic Corporate Reputation Measurement Practice:Comparison and Implications——A Study Based on the lists of "Most Respected Companies of China" and "Most Appreciated Companies of China"

Corporate reputation measurement is an important part of reputation management.The lists of "Most Respected Companies of China" and "Most Appreciated Companies of China" are the most influential results of the domestic corporate reputation measurement.This paper analyzes the generate process of the lists,and the frequency,nature,industry and other aspects of the list companies.The studies showed that: there are five companies highly favored for two lists;locally administered state-owned enterprises have better reputation than the national enterprises;the companies belongs to the electrical and electronic industry which have close ties to the public and have the nature of advanced technology have better reputation.At the same time,because the measurement indicators and subject of the two lists are different,the results have significant differences,and both have some limitations.So it is good to improve the corporate reputation measurement,if the researchers concerned about the geographical and cultural differences of the respondents,and emphasize the role of consumer groups in the measurement,while measure reputation for small and medium-sized enterprise shonld have more practical significance.