声誉管理已经是欧美企业战略管理的重要课题。金融业先天对风险高度敏感,加之金融业的声誉风险易扩散、易放大,行业声誉风险有时会给社会带来重大影响,而其信任关系的重建更是难上加难。除了之前讲述过的建设基金行业形象方面需要弥合的几大鸿沟,如专业性定位与实际业绩间的认知鸿沟,基金持有人亏损与基金公司(股东)赢利之间的认知鸿沟,全面、严厉的 Reputation management is an important issue for the strategic management of European and American enterprises. The financial industry is inherently risk-sensitive. In addition, the reputational risks of the financial industry are easy to spread and easy to amplify. As a result, the reputation of the industry sometimes has a significant impact on the society. The reconstruction of the trust relationship is even harder. In addition to the various gaps that need to be bridged in the image of the construction fund industry previously described, such as the cognitive gap between professional positioning and actual performance, the cognitive gap between fund holder losses and fund company (shareholder) profits, the overall ,severe