| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 96 === Corporate reputation is the lifeblood that companies operate continuously forever. Those which decisions or actions of senior executives taken in management will relative to it, it is invaluable, better than revenue and stock value of the company. The motivation of this thesis is wakened enterpriser mainly thinking how to set up excellent corporate reputation, help the company to establish the long-term goodwill, while seek the business grown up. And, moreover, the Enterprise should also be equipped with reciprocation for its brand name value, occupation rate of market and customer loyalty etc.
This thesis will go on with the research approach of the sample, by way of a single case, choosing high-tech companies, in the stock exchange counter, which equip with representative, demonstrate good performance and easy obtain the company information with truthfulness, BIONET, as the case studied target. In this research, present how this company regards corporate reputation as the concept to improve company’s competitiveness, build the best of the corporate image up and consolidate corporate reputation, obey company management rules to transmit effective company prospect, participate in and bear community responsibility, maintain firm financial ability and promote operation performance etc.
The weigh-index of corporate reputation should meet two essential conditions which occur repeatedly and were adopted by different researchers. It is more intact to consider to the method and provide the results of corporate reputation; therefore the thesis assumes the investigation of excellent companies of “the Global Magazine” as the weigh-index.
Results of this study reveal that the companies equip with excellent corporate reputation will have excellent total revenue, assets rate of returns and staff's output value. There are in the higher and higher competition of globalization, the company should use its resources fully layouts and plans the strategies for the global business arrangement and then takes the leading position, therefore, select this kind of company which put into practice operation continuous forever as its goal is exactly the main reason that this thesis discuss.
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