CEO公司聲譽(yù)（全球）調(diào)查問卷.040401

1、企業(yè)聲譽(yù)（中國(guó)）調(diào)查尊敬的ceo/cfo/coo先生:企業(yè)聲譽(yù)正成為全球企業(yè)管理者們?cè)絹碓街匾暤脑掝}。為什么要重視企業(yè)聲譽(yù)？誰對(duì)企業(yè)聲譽(yù)負(fù)責(zé)？哪些行動(dòng)有助于提升企業(yè)聲譽(yù)？您對(duì)企業(yè)聲譽(yù)的真實(shí)看法是什么？全球領(lǐng)先的偉達(dá)公關(guān)公司（hill& knowlton）已連續(xù)五年對(duì)北美、歐洲和亞洲頂級(jí)企業(yè)的ceo/cfo/coo（財(cái)富ceo論壇參與者）進(jìn)行問卷調(diào)查，對(duì)此進(jìn)行了非常有價(jià)值的研究，并每年發(fā)表企業(yè)聲譽(yù)調(diào)查報(bào)告。詳情請(qǐng)見：。為了了解中國(guó)企業(yè)管理者們對(duì)同一問題的看法，經(jīng)濟(jì)觀察報(bào)和偉達(dá)公司攜手合作，對(duì)中國(guó)企業(yè)的ceo/cfo/coo們進(jìn)行問卷調(diào)查。我們認(rèn)為您的企業(yè)在中國(guó)企業(yè)中具有代表性，您的觀點(diǎn)對(duì)我們此次

2、調(diào)查非常重要。請(qǐng)您抽出分鐘時(shí)間，回答后面的問題。您的回答我們將給予保密。為了感謝您的參與，我們將把此次問卷調(diào)查結(jié)果和全球企業(yè)聲譽(yù)調(diào)查2003年報(bào)告寄給您，邀請(qǐng)您參加明年的觀察家年會(huì)，并歡迎您加入全球ceo/cfo/coo大家庭。感謝您的參與！2004年 4月1日企業(yè)聲譽(yù)調(diào)查問卷注意：請(qǐng)?jiān)谙喾拇鸢盖暗姆娇騼?nèi)打勾（）；如未特殊注明，請(qǐng)單選。謝謝您的合作！一、請(qǐng)問貴企業(yè)屬于 上市企業(yè)非上市企業(yè)二、請(qǐng)問貴企業(yè)屬于跨國(guó)公司在中國(guó)的分公司/辦事處中國(guó)民營(yíng)企業(yè)中國(guó)國(guó)有企業(yè)三資企業(yè)其它三、一般而言，您認(rèn)為企業(yè)聲譽(yù)對(duì)現(xiàn)今中國(guó)企業(yè)的發(fā)展很重要比較重要比較不重要不重要四、貴企業(yè)的聲譽(yù)可以幫助達(dá)到下列哪三個(gè)最重要的

3、企業(yè)目標(biāo)？（請(qǐng)選擇三項(xiàng)）招聘和留住員工提升戰(zhàn)略合作伙伴關(guān)系增加銷售量提升股票價(jià)格媒體正面報(bào)導(dǎo)幫助減少危機(jī)的消極影響提升企業(yè)的品牌影響行業(yè)標(biāo)準(zhǔn)、行業(yè)政策其它 五、除了財(cái)務(wù)表現(xiàn)（盈利能力）以外，以下哪三個(gè)內(nèi)部因素對(duì)您的企業(yè)聲譽(yù)最有影響力？（請(qǐng)選擇三項(xiàng)）人力資源價(jià)值員工待遇透明度溝通能力創(chuàng)新能力應(yīng)變能力核心競(jìng)爭(zhēng)力行業(yè)領(lǐng)導(dǎo)地位企業(yè)文化產(chǎn)品/服務(wù)ceo聲譽(yù)董事會(huì)成員的聲譽(yù)處理社會(huì)環(huán)境問題社會(huì)公益活動(dòng)六、以下哪三個(gè)外部因素對(duì)您企業(yè)的聲譽(yù)最有影響力？（請(qǐng)選擇三項(xiàng)）消費(fèi)者客戶股東傳統(tǒng)媒體互聯(lián)網(wǎng)行業(yè)分析師財(cái)務(wù)分析師政府管理部門非營(yíng)利組織勞工組織七、對(duì)企業(yè)聲譽(yù)的威脅可以來自財(cái)務(wù)以外的各個(gè)方面。以下哪三個(gè)方面對(duì)您企

4、業(yè)的聲譽(yù)產(chǎn)生最大的威脅？（請(qǐng)選擇三項(xiàng)）不道德的企業(yè)行為產(chǎn)品服務(wù)問題破壞企業(yè)運(yùn)作的災(zāi)難企業(yè)高管個(gè)人犯罪不利于企業(yè)的官司客戶批評(píng)媒體負(fù)面報(bào)導(dǎo)來自互聯(lián)網(wǎng)的自由批評(píng)言論政府批評(píng)非營(yíng)利組織的批評(píng)其它 八、在選擇繼任ceo時(shí)，您企業(yè)的董事會(huì)認(rèn)為候選人“維護(hù)和提升企業(yè)聲譽(yù)的能力”在決定是否聘任他時(shí)很重要比較重要比較不重要不重要九、如果一個(gè)申請(qǐng)您企業(yè)高管層的應(yīng)聘者原來所在的企業(yè)聲譽(yù)欠佳，您對(duì)他的評(píng)價(jià)和是否雇傭他的決定受到的影響非常大比較大比較小沒有十、誰對(duì)您企業(yè)的企業(yè)聲譽(yù)負(fù)有第一責(zé)任？ceo董事會(huì)其它高層管理部門企業(yè)公共關(guān)系公共事務(wù)部門法律部門市場(chǎng)營(yíng)銷部人力資源部其它 十一、您使用以下哪些正式或非正式的方法（

5、如果有的話）來衡量您企業(yè)的聲譽(yù)？（可多選）財(cái)務(wù)表現(xiàn)財(cái)務(wù)分析研究的評(píng)價(jià)市贏率（對(duì)上市企業(yè)）公開排名媒體報(bào)導(dǎo)互聯(lián)網(wǎng)的自由評(píng)論口碑客戶調(diào)查股東調(diào)查其它 沒有標(biāo)準(zhǔn)十二、貴企業(yè)在社會(huì)責(zé)任方面的行為對(duì)您企業(yè)聲譽(yù)的影響非常大比較大比較小沒有十三、您認(rèn)為社會(huì)責(zé)任會(huì)幫助企業(yè)實(shí)現(xiàn)下列哪三個(gè)重要商業(yè)目標(biāo)？（請(qǐng)選擇三項(xiàng)） 招聘和留住員工提升戰(zhàn)略合作伙伴關(guān)系增加銷售量提升股票價(jià)格媒體正面報(bào)導(dǎo)幫助減少危機(jī)的消極影響提升企業(yè)的品牌影響行業(yè)標(biāo)準(zhǔn)、行業(yè)政策其它 十四、在您的企業(yè)，誰對(duì)企業(yè)社會(huì)責(zé)任行為負(fù)有第一責(zé)任？ceo董事會(huì)其它高層管理部門企業(yè)公共關(guān)系公共事務(wù)部門法律部門市場(chǎng)營(yíng)銷部人力資源部其它 十五、貴企業(yè)是否進(jìn)行過慈善捐助

6、?是暫時(shí)還沒有十六、您認(rèn)為慈善捐助與企業(yè)聲譽(yù)之間的關(guān)系非常大比較大比較小沒有十七、您認(rèn)為貴企業(yè)董事在企業(yè)的商業(yè)活動(dòng)中所起的監(jiān)管作用非常好比較好比較差非常差十八、近年來不論是在全球還是在中國(guó)，對(duì)公司治理和董事監(jiān)督方面都十分關(guān)注。您認(rèn)為這種關(guān)注將永久存在于企業(yè)的藍(lán)圖中只是一時(shí)流行十九、在以下加強(qiáng)公司治理的措施當(dāng)中，您認(rèn)為哪三個(gè)最有效更多的信息披露增加獨(dú)立董事比例加強(qiáng)對(duì)ceo的監(jiān)督董事長(zhǎng)ceo分離更活躍的董事給經(jīng)營(yíng)者更少的激勵(lì)報(bào)酬縮短ceo的任期其它 二十、您是否同意更嚴(yán)格的公司治理標(biāo)準(zhǔn)會(huì)提高企業(yè)道德水平？極為贊成比較贊成比較反對(duì)非常反對(duì)corporate reputation survey (ch

7、ina)note: please tick (/) relevant answers where applicable. please tick only one answer when there is no specific instruction to do otherwise. thanks for your cooperation.q1. is your corporation a listed companynon-listed companyq2. is your corporation abranch of a multinational corporation in chin

8、achinese private corporationchinese state owned enterprisejoint-venture corporation other (please specify) q3. generally speaking, what do you think of the importance of corporate reputation for the development of chinese corporations?very importantsomewhat importantnot very importantnot important a

9、t allq4. what are the three most important business objectives that your companys corporate reputation helps you to achieve?recruiting and retaining employeespromoting strategic partnershipsincreasing salesenhancing your stock pricefavorable media coveragehelping to withstand the impact of a crisise

10、nhancing brand nameinfluencing industry standards and industry policiesother (please specify) q5. which three of the following internal aspects of your company are the most influential on your companys corporate reputation, other than financial performance?human valuestreatment of employeestranspare

11、ncyability to communicateability to innovateability to changecore competenceindustry leader statuscorporate cultureproduct / serviceceo reputationreputation of board membershandling of social /environmental issuesinitiative for the public goodq6. which three of the following external forces are the

12、most influential on your companys corporate reputation?customersshareholderstraditional mediainternetindustry analystsfinancial analystsregulators/governmentngoslabor unionsq7. threats to a companys reputation can come from a variety of sources other than financial performance. which three of the fo

13、llowing threats are you most concerned about regarding your company?unethical corporate behaviorproduct/service problemsdisaster which disrupts operations personal malfeasance by individual senior executives litigation / adverse court judgementcustomer criticismmedia criticisminternet criticismgover

14、nment criticismngo criticismother (please specify) q8. in choosing a new successor for the ceo, how much weight does your board place on the individuals ability to protect and enhance your companys reputation?a great deal of weightmoderate amount of weighta little weightno weight at allq9. if a cand

15、idate for an officer-level position in your company is coming from a firm with a tainted corporate reputation, how much impact does this have on evaluation and hiring decisions regarding that person?strong impactmoderate impactsmall impactno impactq10. where in your organization is the primary respo

16、nsibility for managing issues of corporate reputation?ceoboardother senior managementpublic relations/affairs divisionlegal divisionmarketing divisionhuman resources divisionother (please specify) q11. which, if any, of the following formal or informal measures do you have in place to measure your c

17、ompanys corporate reputation? (multiple answers can be ticked).financial performance financial analyst research / commentaryprice/earnings ratio published rankings media coveragemonitoring internetword of mouthcustomer researchshareholder researchother (please specify) no measuresq12. how much do yo

18、u feel that corporate social responsibility initiatives contribute to your companys corporate reputation?significant amountmoderate amounta littlenot at allq13. what are the three most important business objectives that corporate social responsibility helps to fulfill?recruiting and retaining employ

19、eespromoting strategic partnershipsincreasing salesenhancing your stock pricefavorable media coveragehelping to withstand the impact of a crisisenhancing brand nameinfluencing industry standards and industry policiesother (please specify) q14. where in your organization is the primary responsibility

20、 for managing initiatives of corporate social responsibility?ceoboardother senior managementpublic relations/affairs divisionlegal divisionmarketing divisionhuman resources divisionother (please specify) q15. has your company ever donate to charity?yesnot yetq16. what do you think of the relationshi

21、p between charity donation and corporate reputation?significantmoderatea littlenoneq17. how good a job do you feel corporate boards of directors in china are doing in performing their oversight role in business in general?excellentgoodfairpoorq18. in your opinion, the recent focus on corporate governance and board oversight (worldwid