基于消費(fèi)者感知的企業(yè)聲譽(yù)影響因素研究——以日化行業(yè)為例.pdf

1、浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者感知的企業(yè)聲譽(yù)影響因素研究——以日化行業(yè)為例姓名：黃春新申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：管理科學(xué)與工程指導(dǎo)教師：徐金發(fā)20050401浙江大學(xué)碩士學(xué)位論文基于消費(fèi)者惠知的企業(yè)聲譽(yù)影響因素研究一一以日化行業(yè)為例AbstractAfterChinaenteredWTO，thecorporationscompetedinmorecomplexmarketsCorporatereputationasintangibleas

2、setleadingtosustainablecompetenceadvantagesisattchedmoreimportancetoIndeed，corporatereputationplayaroleinconsurner’SbuyingdecisionThedissertationfocusedonthestructureofcorporatereputationanditsfactorsOnthebasisofreferrin

3、grelatedliteraturesandexpertinterviews，thedissertationadoptedtwo—dimensionsofcorporatereputationFromtheconsBn3er’sperception，thedissertationdesignedthemodelofcorporatereputationfactorsconsumerperceivingbasedThescaleofcor

4、poratereputationfactorsconsumerperceivingbasedwassystematicallynormativelyg時(shí)ucnlredTheninthehouseholdandpersonalcarechemicalsindustrythroughsurveyingquestionnairesacquiringdataandstatisticalanalysis，thedissertationdrawsm

5、alnlythefollowingconclusions：(1)Accordingtotheconsumers’cognitiveevaluationandemotiontowardsthecorporation，tOsplitCorporatereputationintotwodimensionswhicharecorporatesympathyandcorporatecompetenceisappropriatetothehouse

6、holdandpersonalcarechemicalsindustryinChina(2)Productsandservices，customeroriented，socialresponsibilities，corporatevisionandattractiveness，corporatecredit，aredeterminingfactorstocorporatesympathyTheireffecttocorporatesym

7、pathydecreasedinturnProductsandservices，corporatevisionandattractiveness，customeroriented，aredeterminingfactorstocorporatecompetenceTheire仃ecttocorporatecompetencedecreasedintUl21(3)Therealepositiverelevancebetweencorpor