基于汽车产业的企业声誉在中德之间的对比研究——以宝马公司企业声誉的实证研究为例

A Comparative Study of Corporate Reputation between Chinese and German Auto Industry——An Empirical Study of BMW

利用最新的企业声誉的测量及解释模型,对比分析了宝马公司的企业声誉的结构在中国与德国的差异。研究结果表明,在中国,企业的经营绩效对声誉的情感维度的正面影响非常显著,但是在德国却呈现出负面的影响;同时在中国质量因子对企业声誉的影响远远不及该因子在德国的重要性。基于不同国家和文化的比较声誉研究对于引导跨国公司的CEO们在特定地区和特定的文化环境下做准确的决策具有积极的理论指导意义。

As an indispensable part of corporate core competency, corporate reputation has a close correlation with local culture and economic environment, especially for multi-national companies. A piece of successful reputation management experience in one country can hardly been replicated in another. Thus, comparative studies of corporate reputation between different countries with difference cultures are of great importance for companies to make their reputation management more efficient and accurate. In this paper, taking advantage of latest corporate reputation measurement and explanation model, we empirically studied the difference of BMW＂ corporate reputation between China and Germany, which is expected to result in some meaningful implications for Chinese auto industry. The analysis results indicate that a company＇s performance exerts great positive influence on tikeability in China, whereas in Germany, the quality factor shows the greatest importance.