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十大中国消费者眼中的好公司——华为上榜

2016-08-23    来源:爱语吧    【      美国外教 在线口语培训

  Believe it or not, all but one of the most reputable companies operating in China are based outside of the Celestial Empire. In the eyes of members of the general populace polled on which companies they hold in high regard, technology firm Huawei – based in Shenzhen – is the only domestic corporate entity to break into the top ten most reputable companies in China.

不论你相信与否,在中国经营的信誉最好的公司中,只有一家公司的总部设在中国,其余的全都在国外。在关于“你最尊敬哪些公司”的调查中,在大部分受访的普通老百姓眼中,技术公司华为技术有限公司是唯一跻身于在中国信誉最好的公司榜单前十的国内公司。华为公司的总部位于深圳。

This according to a recent ranking of the world’s most reputable companies by Reputation Institute (RI), a reputation management consulting firm based in Boston that launched in 1997. Since its founding the firm has offered corporate clients strategies and insights into how they might gauge and improve their reputation among customers in various markets.

这是根据国际信誉研究院最近对全世界信誉最好的公司进行的排名。国际信誉研究院是一家总部位于波士顿的信誉管理咨询公司,创建于1997年。成立以来,公司给不同行业的顾客,就其公司如何评估以及提升信誉,提供商业策略以及商业观察。

中国消费者眼中的好公司

  The top three most reputable firms to Chinese consumers are Intel (based in Santa Clara, California), Rolex (Geneva, Switzerland) and Rolls Royce (London, England). Other Chinese companies that ranked in the top 100 include China Merchants Bank (15th), Alibaba (30th), Tsingtao Brewery (31st), Air China (56th), Lenovo Group (75th), Hutchinson Whampoa (77th), China Construction Bank (80th), Bank of Communications (91st), Tasly (93rd) and Bank of China (98th).

对于中国消费者而言,信誉最好的企业前三名分别是英特尔公司(总部位于加利福尼亚州圣克拉拉)、劳力士钟表公司(总部瑞士日内瓦)和劳斯莱斯汽车有限公司(总部在英国伦敦)。进入该榜单前一百名的其他中国公司包括招商银行(第15位)、阿里巴巴(微博)网络技术有限公司(第30位)、青岛啤酒股份有限公司(第31位)、中国国际航空公司(第56位)、联想集团(第75位)、和记黄埔有限公司(第77位)、中国建设银行(第80位)、交通银行(第91位)、天士力集团(第93位)和中国银行(第98位)。

In putting together its annual list of the world’s most reputable companies, RI assigns each company a score ascertained by taking into account how the general public within a country feels about company in seven categories: products and services, innovation, workplace, governance, citizenship, leadership and performance. RI also releases figures on a global scale.

在整理其年度榜单“全世界信誉最好的公司榜”的过程中,国际信誉研究院将一国国内民众对公司的感受分为七大类:产品和服务、创新、工作场所、管理、公民意识、领导力和执行,给每家公司打了一个分数。国际信誉研究院还在全球范围公布了这些分数。

China is different from the global community in reputation-gauging in that it places a higher priority on the Leadership category. Of the seven factors RI rates, leadership tends to be the least important for most countries—in China it is the third most important. Also powerful in winning respect of Chinese consumers is the perception that the company is successful.

在信誉评估中,中国不同于全球其他国家,因为它更看重领导力这块。在国际信誉研究院打分的七大类别中,对大多数国家而言,领导力是最不重要的——在中国,它是第三重要的。在赢得中国消费者的尊敬方面,消费者对该公司很成功这一观念的认知度也很重要。

According to RI, in China, a company need not be as respected in order to get consumers to buy its products, compared to the rest of the world. Internationally, companies that rated ‘average’ on RI’s score chart (with a RepTrak Pulse score of between 60 and 69) saw only about 35% of respondents willing to buy their products. Companies that scored a ‘strong’ rating – between 70 and 79 – saw that willingness to buy jump up to an average of 55%. In China, companies of ‘average’ reputation could expect 52% of consumers willing to buy their goods. Those with ‘strong’ reputations saw 76% of respondents say they would buy their products.

据国际信誉研究院,与世界其他地方相比,在中国,要让消费者购买其商品,一家公司不需要赢得消费者的尊敬。在国际上,仅有35%的受访者愿意购买那些在国际信誉研究院的评分表上被划定为“信誉平平”一类的公司的产品。而在那些被评为“信誉良好”一类的公司中,也就是分值在70分到79分,受访者的购买意愿跃升至55%。在中国,“信誉平平”的公司可以期待有52%的消费者愿意购买其商品。而那些“信誉良好”的公司,有76%的受访者表示会购买其产品。

“In a world where companies are fighting for market share,” says Kasper Ulf Nielsen, Executive Partner at RI, “this is showing us that reputation is an avenue to improve the recommendations you get from consumers.”

国际信誉研究院执行合伙人卡斯珀.乌尔夫.尼尔森说:“在一个公司争夺市场份额的世界中,这向我们展示了,信誉是一种途径,可以改善消费者口碑。


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