| Summary: | 碩士 === 國立雲林科技大學 === 企業管理技術研究所 === 87 === The resource-based theory suggests that firm''s resources are the main determinant of sustainable competitive advantage and thus firm performance. As survey found, the first important resources are company reputation. Using the resource-based view to study the reputation system is an important issue both for academic and for real business management. This paper used the system dynamic method to build a dynamic model of corporate reputation management process. Base on cognitive psychology, the generic structure of reputation system was constructed as an information process system. Reputation is treated as the publics'' information type accumulated in the long-term memory stock. The operational processes about the accumulation and depletion of reputation are then link to advertisement, word of mouth, and user experience by the process of exposure, attention, rehearsal and memory.
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