subject: Wuliangye Event: transparent era corporate reputation management [print this page] Wuliangye Event: transparent era corporate reputation management
The higher the corporate reputation, the higher the likelihood of suffering a crisis. In the era of transparency, transparent management of enterprises is imperative. 2009 11 months, more than 100 law firms in Guangdong investors to commission, intends to Wuliangye Filed class action, lawyers believe that the results once the Commission issued the administrative penalty, the prosecution of the Wuliangye the number and amount of A shares, or create a new record. Wuliangye crisis heating up again. 2009 9 months, China Wine Industry boss?? Wuliangye tax evasion cases because public criticism of the suffering endured. And Sanlu Events such as product quality melamine crisis in different Wuliangye the crisis is not because the product quality control is a problem, but because of business irregularities, triggering regulatory investigation resulting in the investors do not trust?? This crisis from the categories stresses are corporate reputation crisis.
Although not as product quality, reputation risk as the crisis impact on direct and large enterprises, but not if the reputation of crisis management in place, may also have a snowball effect, eventually evolve into a great influence on the overall crisis. Higher corporate reputation, the higher the likelihood of suffering a crisis. "Naked in the company," a book of Tang? Triplex Scott wrote: In the era of transparency, transparent management of enterprises is imperative. Scott appears at the Triplex, the most successful companies mostly in the optimization of corporate governance and "transparency" of a large number of inputs, including: the establishment of participatory mechanisms for customers to enhance the quality and cost management, strengthening innovation and overall improved business performance . The successful companies will not only "transparent" and the principle of good faith into the corporate strategy, but the two key enterprise features into the products and services, brands and reputations.
Times for the king in the media, the media unprecedented enterprise monitoring system is also great. How to Deal with time pressure on transparency, good reputation for crisis prevention and response strategy? Reputation crisis: a spark or a prairie fire Reputation though invisible, intangible, but in the era of transparency, it evolved into a force large wave, in the special moment and burst forth strong positive or negative force?? Good corporate reputation in a crisis For businesses, time is a good umbrella, a bad reputation may lead to a crisis chain reaction, eventually spark a prairie fire. 2009 1 7, a netizen in a blog published "Liaocheng gas companies from bribing officials of a budget table", Liaocheng Austrian gas company intends to maintain the new official name, position and cost money at a glance. Followed by post heat through websites, users have thread, angry tone. January 8, many media began reporting the matter, criticized the company's sound wave after wave, the new Austrian gas for a time as Commission for Discipline Inspection, the focus of media monitoring. While the new Austrian gas quickly denied a news conference, but a great reputation by the test. 2005, the Bright Milk by the media burst "skillet milk" incident, light milk chairman Wang Jiafen in the face of media, denied this, when Wang Jiafen words soon proved to be lies by the media, the capital markets dive way immediately retaliate?? bright day stock price fell, Wang Jiafen more than 100 million personal wealth evaporate. For investors, light milk, although among the first local brand of milk, there is excellent market performance over the years can be said to have strong growth prospects of the blue chip stocks. However, the maximum lead even before the media blatantly lied, this issue than the quality of products even more loss of trust, reputation suddenly plummeted.
In an era of transparency, reputation as a company Ericsson importance of the sometimes even more than the product quality, technical performance, market share and other "hard" elements. Enterprises should establish a good image, reputation, long-term effort, including the excellent product quality, good customer service and social responsibility performance. However, to make the public lose trust in businesses only need a moment?? Despite the bright milk over the past few decades, have a good market performance, but once the public trust is lost, enterprises are facing not only the decline in market share , there is the reputation of the bitter.
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