1、形象管理对于企业的重要性摘要:一个企业的成功必须奠定于一个正面的企业形象. 社会大众长期的信任及支持是所有企业成功的关键. 2009 年, 美国通用汽车在宣告破产的窘境下重整了它的企业文化及形象. 通过了通用的的公关部门, 它在美国人民面前展现了全新的企业形象. 利用广大传媒的力量, 它成功的告知了社会大众美国通用汽车公司将如何改变经营方式以及为美国的社会和经济带来崭新的未来. 下载 关键词:企业形象 企业名声 品牌价值 品牌管理 消费者信任 Introduction This paper examines intrinsic values of corporate reputation an
2、d its roles within the context of strategic management in the 21st cent on the importance of reputation management in delivering corporate value and competitiveness within General Motors (GM), kruptcy of GM in June 2009. This report will identify the challenges facing General Motors and the changes
3、within the American automotive industry in todays global econarket, this paper will focus solely on GMs American mar tools and tactics for the effective management of corporate reputation in various scenarattempt to cover trust, ethics and crisis management in great detail, even though these topics
4、are deeply intertwined with the concept of reputation The Financial Value of Reputation Until reputation is threatened, scholars and practitioners have traditionally overlooked it as an important financial indicator for businesses (Fombrun Schreiber, 2008). In the case of General Motors, the public
5、may have lost some of their trust and respect for the top management at GM, but they are empathetic to the overall situation of GM and its worknt, many remain optimistic about the strength of General Motors as a comp earliest pioneers of modern day automobile, General Motors is not only an American
6、company, but also a part of the American histM hold over its other financially struggling American competitors is its history and reputation of making quality American companies with similar financial statuses, stakeholders perceive a companys reputation to be the deciding factor in its overall perf
7、ormance (cited in Schreiber, 2008). Though GM should have managed its issues decades ago and prevented its bankruptcy, this is a chance for the company to switch gear and restructure itst “reinvent” itself and emerge again as the industrys innovator and leahange Management Reputation often holds par
8、ticular value in circumstances such as mergers and acquisitions (Schreiber, 2008). During times of change, reputation management is even more crucn and behavior while corporate identity can influence how employees interpret and react in different situations (Fombrun Solomon & Hansen, 1985) show a po
9、sitive relationship between CSR, reputation, and a companys overall financial performave, General Motors must become profitable ag automobiles to drive short-term sales, though maybe be used as a tactic, is deemed to be shortsigholders collect information about what a company stands for (Schreiber,
10、2008). In order to optimize corporate value and rebuild its reputation, General Motors CEO and managing board must have a clear establishment of what GM stands Shell, GM is also a powerful company with a strong sense of national identity and hist and Shell does share some similaritce in utilizing a
11、PR-led campaign that sends strong message of heritage and innovation to rebuild it reputatments, GM has humanize itself by sincerely apologizing for its past mistakes and demonstrating its desire to restart and its willingness to serve its customcial performance by being profitable and also being pe
12、rceived as good by its stakeholders (Dowling, 2006). LEtang writes that good reputation comes from trust, reliability, sincerity, and authenticity (2008: 50). Another perspective would be that good reputation breeds reliability and trustworthinMORI, seven out of ten people in the general public beli
13、eve that “a company that has a good reputation would not sell poor quality products” (Haywood, 2002, p.175-176). Summary “Not everything that can be counted counts, and not everything that counts can be counted” (Albert Einstein, cited in Dowling, 2006, p.142). As president and CEO of APCO Worldwide
14、, Margery Kraus (2003) stated that: “non-financial factors such as management quality, governance, brand equity, ethical leadership, corporate citizenship, and responsible marketing have become increasingly vided with business performance, constitute corporate reputation (Schreiber, 2008). Not all c
15、ompanies are capable of maintain good reputation over trebuild itskes time for a reputation to coalesce in observers minds” (Fombrun & Van Riel, 2004, p.5). In the case of General Motors, with its current PR campaign, new CEO and business strategy, it is on its way to rebuilding its reputatate the t
16、ime and energy required for this great ting in mind that the fundamental business of GM is to make cars: safe and efficient cars that are sustainable and relia fix GM once and for all“. Bibliography Fombrun, C. and Van Riel, C. (2004) The Reputational Landscywood, R. (2002). Manage your reputatd Wil
17、liams, J. (2002) “Shell”. In Moss, D. and DeSanto, B. (eds), Public relations cases-international perspective, London: Routle communication during change managemp. 46-53. LEtang, J. (2008). Public relations: concept, practice, and criti Strategy, 2nd Editndemn it or condone it”. In Moss, D. and DeSanto, B. (eds), Public relations cases-international perspective, London: Routletute for Public Relati 责任编辑：罗亦成）
