行业声誉的本质是被社会公众所理解的行业形象,通过发掘“认知鸿沟”有助于深入理解基金业的形象之惑。专业性定位与实际业绩之间的认知鸿沟和专业理财、专业服务的口号相对比,公众从媒体上获得的信息和基金公司一贯诉求的定位存在着巨大的反差。社会公众往往认为:基金公司的专业性就该体现到高于普通非专业人士的收益率上。然而,现实让公众和新闻界体验到了这种“误解”的残 The essence of the reputation of the industry is the image of the industry as understood by the general public. It is helpful to understand the confusion of the fund industry through the exploration of the “cognitive gap”. The cognitive gap between professional orientation and actual performance contrasts with the slogan of professional finance and professional services. There is a huge contrast between the public’s access to information from the media and the positioning of fund companies’ consistent demands. The general public often thinks that the professionalism of the fund company should be higher than that of ordinary non-professionals. However, the reality has left the public and the press experiencing this kind of “misunderstanding.”