Abstract: 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.

Key words: corporate reputation, reputation management, stakeholder, competitive advantage