声誉管理是近几年才形成的西方管理理论。这一理论突破了传统的管理定义,将企业的管理活动延伸到企业之外,形成对内管理和对外管理两个方面。尤其是对内、外经济环境较敏感的中小零售企业,在管理、效益,突破短寿怪圈更具现实意义。一、声誉与声誉管理 Reputation management is the western management theory that has been formed in recent years. This theory breaks through the traditional definition of management and extends the management activities of enterprises beyond the enterprises to form the two aspects of internal management and external management. In particular, the small and medium-sized retail enterprises that are more sensitive to the economic environment inside and outside China have more practical meanings in their management, effectiveness and breakthrough in the short-lived life cycle. First, reputation and reputation management