Reputational ngozi. Image ndi mbiri ya kampani

Aliyense kampani kuti amachita bizinesi, pali imathandiza kwambiri, monga mbiri. Kodi mu dziko ubale wamba malonda, gulu ali ndi chikhalidwe wapawiri: pa dzanja limodzi, zikhoza kukhala mwayi kwambiri kuti ena maubale atsopano, kukopa counterparties latsopano kuchotsa ena phindu; ina - ndi mbiri zoipa - kampani amangokhala sangathe kuyamba ntchito mgwirizano ndi wina.

Popeza kuti mbiri - osati chodabwitsa kalekale, ndipo ntchito za bungwe lokhudza ntchito iliyonse, izo zikhoza kusintha kwa onse bwino ndi koipa, kampani ayenera nthawi zonse kuliyang'anira.

Pa dzanja limodzi kuti "kusamalira" angatchedwe miyeso kuwongolera zonse, kukhala ndi maganizo abwino makampani ena ndi anthu kuti gulu ili malonda. Pa ena, kungakhale kasamalidwe chiopsezo alipo aliyense kampani.

M'nkhaniyi, tiona kuti, monga chiyenera kukhala, Choncho, momwe angatetezere gulu lako pa imfa ya mbiri ndi mmene kuthana nazo osewera ena onse msika.

Khama mbiri

Timayamba, mwina ndi tanthauzo wamba gulu monga "mbiri". Inde, monga momwe tafotokozera pamwambapa, mu moyo weniweniwo, tikudziwa kuti mawu amenewa akusonyeza mmene anthu ena kwa munthu wina amene ali ndi mbiri zimenezi. Ndipotu, izi ndi ya makhalidwe amene amapereka ndondomeko za mbiri munthu ali pangozi.

M'dziko ubale malonda, zonse zimachitika kwambiri njira yomweyo. Ngati munthu malonda dongosolo akufuna kuyamba chibwenzi ndi ena, mu malo oyamba chimene chiri kuyenda, kotero izo ziri pa chithunzi kampani (kapena kuti njira amaona msika ophunzira ena, makamaka amene kale kuigwira ntchito ndi izo ).

Ndipo, ndithudi, malingana amene ali ndi mbiri ya kampani, bizinesi yake kukhazikitsa kapena, Kapenanso, kutha. Zimenezi n'zimene n'kofunika kwambiri choncho funso la ubale ku nkhani ya ntchito zachuma.

kuopsa reputational

Kumuopseza kuti ayenera kuwononga fano la kampani ndi kulemekeza okhudzidwa ake ena, amatchedwa, motero, "kuopsa reputational". Ngati njira yolondola kwa mtima kwawo ndi nthawi kudziwa kumene iwo sakuona ndi kuopseza chimene chingasonyeze ndi kampani mukhoza kupewa zambiri zotsatira zoipa bizinesi wonse.

Ndi ntchito, mabwana chiopsezo ntchito m'munda wa malonda. Iwo nawo kasamalidwe chiopsezo, kukhala fano kampani ku zingasokoneze. Nawonso njira yolondola pa nkhani imeneyi zimathandiza malonda ndi kukhala mu njira iliyonse zotheka kusintha kampani ntchito ndalama.

mitundu ya chiopsezo

Kachiwiri, monga timamvera fano kampani - ndi umboni, izo Sizotheka kuti amvetsetse chimene chili kuopsa kuwonetseredwa tatchulazi. Kodi angakhale anayeza kuti aone zimene ayenera kuchita pofuna kumvetsa kumene zimapezeka ndipo, ndithudi, momwe mungadzitetezere ku iwo?

Choncho ife kumvetsetsa mmene angapezere mavuto a zachuma. Izi, kwenikweni, luso kunyamula kutaya ndalama mu maonekedwe ena ndi ena. Kodi ntchito akhoza kutaya ndalama zawo, pali bwino mavuto a zachuma. Mungadzitetezere ku iwo sizikutanthauza kuti ndalama zimenezi, kupewa iwo, mwabwinobwino poona chiŵerengero cha mwayi kuti phindu, ndi kutaya zonse.

Pa mfundo zofanana ntchito ndi mbiri ngozi. kampani ukalandire maganizo ofooketsa ya anthu amene amakhala zikulumikizana malonda, komanso ya anthu - anthu amene ogula mwachindunji mankhwala kapena ntchito zake. Only pofuna kumvetsa makamaka kodi atachitiridwa mavuto reputational zikhoza kugawidwa m'magulu atatu. Werengani zambiri za iwo mu zigawo zotsatirazi.

kuopsa Corporate

Gulu ambiri kuwaopseza, cholinga chimene mbiri ya kampani, ngozi makampani ali. Iwo amanena kuti ntchito za gulu makamaka malonda ndipo motero tingasonyezere mphindi osiyana kwambiri ntchito yake. Kuchuluka kwa kupanga malonda kasamalidwe wa kampani ndi ena ambiri, zomwe zikhoza kukhala makampani chiopsezo reputational. Pachifukwa chimenechi, aliyense woyang'anira chiopsezo ndi kuonetsetsa kuti aliyense siyana awa kutetezedwa. Monga izo mu ntchito? lophweka: aliyense wa ife anakumana ndi zitsanzo za zinthu zoterozo poopa makampani tsiku ndi tsiku.

Mwachitsanzo, chitetezo cha mbiri ya kampani makamaka adzalamulira chakuti yotsirizira ndi kupanga wochezeka, chikhalidwe zina zofunika, amayamba zosiyanasiyana zokhudzana ndi chikondi ndi zina zotero. Kuti ali fanizo la kampani zachokera chakuti ali ndi kulimbikitsa anthu kapena zinthu zina zokhudza moyo, bwino kukonza njira zawo mkati.

kuopsa Global

gulu lina la zinthu zimene zimapanga kuopsa reputational wa kampani, ndi padziko lonse zambiri mu chirengedwe. Makamaka, izi ndi zinthu zimene loopsa kuti dera lonse kupanga. Mwachitsanzo, ali ndi malo ngati pamene anthu ali ndi mlandu ndi monga, Mwachitsanzo, osiyanasiyana mabizinesi chifukwa chakuti ali M'malo mwake, kungasokoneze mbali zina za moyo wa anthu. Only kuti zachitika anali "mavuto", m'pofunika kuti zinthu zokhudza chifaniziro cha makampani lonse, anatuluka mwadzidzidzi. Zimenezi zikutanthauza kuti mavuto amenewa reputational wolungama ndi mabizinesi amene sali kuwasamalira iwo zinawonongeka kwambiri.

kuopsa m'dera

Pomaliza, mtundu wachitatu wa zinthu zimene zingathe kusokoneza zochita za mabungwe kampani ina malonda kapena ogula la katundu - izi ndi kuopsa kuti ntchito ku mbali iliyonse ya kampani. Chitsanzo chabwino cha zodabwitsazi angakhale Mwachitsanzo, khalidwe la Ngopambana pamwamba pa kampani kapena kasamalidwe ake, amene taonera ena zoipa (kuchokera maganizo a anthu) nkhani. Kapena pangozi zoterezi zingachitike kukachitika kuti mabwana kampani ayamba kugwiritsa ntchito molakwika (ndipo mwinanso yoipa) mwa mawu a anthu ena layoffs misa, malipilo mabala ndi zina zotero.

N'chifukwa chake mtsogoleri aliyense akuyesera ntchito kuti kulenga yabwino okha (ndipo choncho kampani) zokhudzana ndi antchito, kuyambitsa zosiyanasiyana kukwezedwa, kulipira ukuwonjezeka ndi kuchita zinthu zina zofanana. Osati zokhazo, iwo umachititsa antchito onse, zimenezi amakhalanso proactive ndi reputational ngozi zimene zingavulaze malonda.

kuopsa patsogolo

Ndipotu aliyense woyang'anira chiopsezo amene mokwanira kuwunika zinthu pa msika, mukhoza (ndipo ayenera) bwino kudziwa zomwe kuopsa ndi prioritized. Pano pali chitsanzo yosavuta. Pa dzanja limodzi, kampani wakhala popanga mankhwala ndi zina zoipa; ina - adzakutengani layoffs misa. Tikaona ogula, ndithudi, zofunika kwambiri ndi khalidwe la mankhwala ndi zotsatira zake pa thupi la munthu. Ndipotu, ngati inu kuulula zokhudza harmfulness la mankhwala, malonda zingachitikenso kwambiri. Komano, bwana chiopsezo amadziwa kuti imabwera kukhala "zoipa" mankhwala ndi kochepa, pamene layoffs adzadziwa yomweyo.

Pankhaniyi, kwa kanthawi kochepa kampani ayenera kuganizira mmene kuthana ndi chiopsezo cha imfa chithunzi chifukwa cha anagona-offs ndi yaitali - kuti "amabisa" pamaso pa wogula ndi akhutire kuti kukhalapo kwake mu zinthu zimene zingawononge thanzi - si mantha. A chitsanzo chapadera cha njira, wopambana "milandu" umenewu - ndi yaikulu Mega-mabungwe McDonald ndi CocaCola. Ife tonse tikudziwa kuti chakudya "Mac", monga "kola" muchotse mizimu yoipa. Komabe, tiyenera kupitiriza kugula onse.

Bwino ankaona mavuto chimasonyeza bwino kampani adzakhala kupirira ndipo motero kusunga chifaniziro chake. Izi ndi zimene amatchedwa "kulamulira chiopsezo reputational" woyenera ndi kupeŵa awo.

Mbiri m'maso mwa counterparties

Nkofunika kudziwa komanso kuti mbiri ya kampani kumvetsetsa za mabizinesi ena pamaso pa makasitomala - ichi si chinthu chomwecho. Ndipotu, izo zikusonyeza kampani mfundo ina. Pamene mbiri ya kampani lisinthike, ngati kuyang'ana pa izo "mwa maso a malonda" ndi "maso kasitomala ndi" kumvetsa lophweka. Mbali yoyamba, makiyi ali woona mtima kampani, maganizo ake ndi zibwenzi, kufalitsidwa kwa maudindo mu ntchito ntchito udindo wake, Timeliness ake.

Mbiri m'maso mwa makasitomala

Chimene zikuwoneka ngati gulu bizinesi pamaso pa makasitomala - bwino umboni ndi bwino m'gulu la dera lomwe mozama. Kotero, ngati ziri kampani yaikulu kapena mtundu odziwika bwino, n'zoonekeratu kuti ntchito zake / mankhwala ndi mu ankafuna ndipo mu ankafuna kwambiri mu msika. Ngati nkhani ya mbiri Lisweka, motero, ndi malonda zingayambitse mavuto. Pankhaniyi, pali chilema pa gawo la akatswiri ngozi kasamalidwe, antchito a kampani maubale.

mabizinezi chifaniziro

Mfundo ina yofunika imene Ndikufuna kutsindika m'nkhani ino - ndi kulunjika wa kampani kapena ntchito. Mwachionekere, pali kusiyana kwakukulu pakati pa zotsatira za mbiri papezeka cha chimphona chilichonse mafakitale pa ntchito yake ndipo, kunena, fano la sitolo m'dera golosale. Mbali yoyamba, kampani ndi chodziwikiratu kuti choopsa chilichonse, chifukwa chinkhoswe mu kupanga katundu osakwatiwa-cholinga. Zitsanzo zoterozo zambiri: mafakitale lalikulu nthawi zambiri zochuluka enviable chithunzi anthu.

Chinthu china - ndi malonda mbiri ya bungwe lalamulo, kupereka mwachindunji. Pano mbali ya malingaliro ena kwambiri, ndipo omaliza adzakhala akuyamba zimakhudza kwambiri pa malonda lonse. Ngati inu kulemba ku nyuzipepala m'dera akugulitsa mkaka mankhwala stale, anazigulitsa pano ovuta kwambiri mu shopu yaing'ono.

Mbiri ya gombe la

Ndithu chinthu china - ichi ndi banki ya reputational ngozi. Monga mabungwe azachuma nazo, awo dongosolo lapadera la msika, payenera kukhala kukhulupirira wapadera wa anthu (makamaka pankhani depositors). Munthu ayenera kukhala wofunitsitsa kupereka ndalama zawo monga gawo, kotero mu nkhani iyi, fano banki ziyenera pamwamba kwambiri. Ngati kokha amasonyeza zambiri za mavuto ndi malipiro kapena kusintha mu utsogoleri wa bungwe lina la ku banki ndalama angayese kutapa ndalama zawo ku banki posachedwapa, ndiye kachiwiri, kungasokoneze zochita zake zonse.

"Musaiwale nkhope"

Ntchito yaikulu iliyonse woyang'anira chiopsezo ndi akuti bwino chiopsezo reputational. Ndi choyamba zinthu onse, amene angathe kukhumudwa anasonyeza chithunzi cha dongosolo, "kusiya izo" pamaso pa makasitomala ndi makampani ena. Popewa izi, muyenera osati kuyesera "kuti asataye mbiri," komanso mosalekeza kusintha izo, abweretseni ku gawo lina. Kuti zimenezi zitheke, makampani zazikulu polenga ndalama zapadera, gwirani zambiri zochitika, amanena zoimbira zosiyanasiyana kuti mbiri kokha kampani bwino ndipo "chitakonzedwa".

Kubwezeretsa mbiri

Pomaliza, ngati panali ena kumuyalutsa kapena m'mabuku zapathengo, fano gulu la angapulumuke. Kaya ndi malonda mbiri ya malamulo chilli kapena kasitomala maganizo - zonsezi tiyenera tikonze ngati kusankha njira yoyenera khalidwe m'tsogolo. mabwana Business zambiri, amene mbiri anavutika chifukwa cha zina zoipa zambiri, zina zosasangalatsa kwa anthu, ndi monga, poyamba pa zonse, kupepesa kusonyeza kuti mbali kwathunthu mu ndondomeko imeneyi, kumvetsa kufunika kwa izi. Kenako kuyamba countervailing miyeso, ndi zina zotero. Komabe, izi - nkhani ina, sizikugwirizana ndi nkhani ya m'nkhaniyi.