商誉概念在企业管理中的本质

N. Honcharenko
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引用次数: 0

摘要

本文考察了“信誉”概念演变的主要阶段,分析了国内外对“商业信誉”定义的科学方法,还探讨了“形象”和“商誉”这两个术语的相互关联的概念,分析了这些经济范畴的关系,并确定了它们在解释上的差异。对企业商业信誉概念的高度重视可以通过以下事实来解释:随着产品和服务的价格和质量差异越来越小,商业信誉是其最宝贵的资产之一,也是对所有利益相关者增加吸引力的一个因素。例如,消费者与信誉良好的公司保持稳定的关系,因此他们更能成功地占领有前景的市场。该领域最优秀的专家寻求与信誉良好的公司长期合作。当局为企业发展提供了更忠诚的条件,从而为企业发展战略的实施提供了有利的条件,公众对企业管理中的错误和疏漏也更忠诚。承包商寻求与具有良好声誉的公司合作,这反过来又打开了获得最高质量专业合作伙伴服务的业务通道。在危机情况下,积极的商业声誉是一种强大的资源,由于利益相关者对该公司的高度信任,它可以让公司更容易,在更短的时间内,可能以更低的成本处理危机。反过来,企业近年来也越来越感到需要建立自己的声誉,因此开始更加注重自己在目标受众眼中的形象。商业声誉是建立公司与其目标受众之间积极关系的重要工具,因为声誉的基础是建立在公司及其客户,竞争对手和合作伙伴不断产生的可靠信息的基础上。本文对企业信誉在企业管理过程中发挥的若干基本作用进行了分析和拓展,并对“企业信誉”给出了自己的广义定义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
THE ESSENCE OF THE CONCEPT OF BUSINESS REPUTATION IN ENTERPRISE MANAGEMENT
The article examines the main stages of the evolution of the concept of «reputation», analyzes foreign and domestic scientific approaches to the definition of «business reputation», also explores the interrelated concepts of the terms «image» and «goodwill», analyzes the relationship of these economic categories and identifies differences in their interpretation. High attention to the interpretation of the concept of business reputation of the enterprise is explained by the fact that with less and less price and quality differentiation of products and services, business reputation is one of its most valuable assets and a factor in increasing attractiveness to all stakeholders. Consumers, for example, maintain stable relationships with reputable companies, and therefore they are more successful in occupying promising markets. The best experts in the field seek long-term cooperation with companies with a good reputation. Authorities provide more loyal conditions for business development and, accordingly, favorable conditions for the implementation of its development strategy, and the public is loyal to mistakes and omissions in business management. Contractors seek to work with a company that has a good reputation, which in turn opens up access to the business to obtain the highest quality professional partner services. A positive business reputation is a powerful resource in crisis situations and allows the company to more easily, in a shorter time and probably at a lower cost to deal with the crisis, thanks to the high confidence of stakeholders in this company. In turn, business in recent years is increasingly feeling the need to build its reputation, and therefore is beginning to pay more attention to their own image in the eyes of target audiences. Business reputation is an important tool for building a positive relationship between the company and its target audience, as the basis of reputation is based on reliable information that is constantly produced by the company and its customers, competitors and partners. The article analyzes and expands a number of basic functions performed by business reputation in the process of enterprise management, the author offers his own generalized definition of «business reputation».
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