“信”指诚实守信,“誉”指名誉、声誉。即一方在社会活动尤其在经济活动中因忠实遵守约定而得到另一方的信任和赞誉。是长期诚实、公平、履行诺言的结果。讲求信誉是商业道德的基本规范之一,且企业信誉是一种无形的资本,是企业立足市场、求得发展永恒的动力和获得竞争优势的法宝。然而,现实社会中却有许多企业由于各种原因为了眼前的利益,放弃诚信。近日,日本神户制钢公司造假丑闻就是又一个影响巨大的背弃诚信而遭千夫所指的案例。 “Letter ” refers to honesty and trustworthiness, “reputation ” refers to reputation, reputation. That is, one party receives the trust and praise of the other party through faithful observance of the agreement in social activities, especially in economic activities. It is the result of long-term honesty, fairness and fulfillment of promises. Paying attention to credibility is one of the basic norms of business ethics, and corporate reputation is an intangible capital, is a magic weapon for enterprises based on the market, seeking the eternal motivation for development and gaining competitive advantage. However, there are many enterprises in the real world for various reasons in the immediate interests, to give up integrity. Recently, Japan’s Kobe Steel Company fake scandal is another huge impact on the fate of being accused of being referred to by thousands of cases.