声誉管理（ＲｅｐｕｔａｔｉｏｎＭａｎａｇｅｍｅｎｔ）是赢得现代竞争的重要手段 ,应引起企业经营者的广泛关注和高度重视。一、声誉管理的内涵及其必要性“企业声誉”指一企业获得社会公众信任和赞美程度。“声誉管理”是对企业声誉的创建、维护和发扬 ,是企业以正确科学的 Reputation Management (ReputationManagement) is to win an important means of modern competition, should cause widespread concern and attention of business operators. First, the connotation of reputation management and its necessity “corporate reputation” refers to a business to obtain public trust and praise. “Reputation management” is the creation, maintenance and development of the reputation of an enterprise,