作为企业的重要无形资产,企业声誉是企业竞争优势的主要来源,如何提升企业的声誉正日益成为企业关注的焦点之一。本文简述了企业声誉的概念与内涵,着重对企业声誉的价值及其评估、测量维度与方法、企业声誉的管理模型等方面的研究进行述评,并对其发展趋势及如何加强我国企业的声誉管理进行了初步的探讨。

As an important intangible asset of the firm, corporate reputation is a main source of competitive advantage. How to enhance the corporate reputation becomes the focus of firms’ attention. The connotation and the concept of the corporate reputation is summarized, the value evaluation and measurement methods of the corporate reputation and the models of the reputation management is reviewed. Furthermore, the trends of research on the corporate reputation are explored and the ways for Chinese firms to enhance the management of corporate reputation are discussed.