Introduction: Reputation is not a means, but the root of everything. Integrity management is actually the management of integrity chain. When there is a lack of credit in a certain business link of an enterprise, then the integrity chain of the enterprise will break and the value chain will collapse. Therefore, in order to build a value chain, we must first build a reputation chain. Strengthen the management skills of integrity
1. Establish the integrity consciousness of all staff and build the integrity culture of enterprises
People can't stand without trust, and enterprises can't stand without trust for a long time. Integrity is the basic condition for enterprises to survive and develop. If an enterprise wants to be in an invincible position in the competition, it must improve its sense of honesty, get rid of the idea that it only pays attention to economic benefits and ignores credibility, and combine honesty with development and honesty with benefits. Enterprises should treat honesty as a resource and cultivate a culture of honesty. Establish? Honest and trustworthy? What is the value concept of corporate integrity? Honesty is glorious, but dishonesty is shameful? Good corporate culture atmosphere, so that integrity permeates every organizational system, every activity and every employee's behavior. Corporate integrity culture should be integrated with every link of enterprise production and management, guide the management and development of enterprises with integrity, and reflect the rich connotation of integrity in management and development. GE (General Electric) is one of the greatest companies in the world. What is GE's creed? Integrity is always more important than business results? . For more than 1 years, the foundation of GE's success and its biggest intangible asset is its commitment to integrity. It makes our products and services superior, enables us to be honest with our customers and suppliers, and keeps a record of winning in business? .
2. establish and improve the enterprise credit management mechanism
the establishment of the enterprise credit management mechanism is a sign that the enterprise is moving towards credit management. Enterprises should start from the following aspects to establish a credit management mechanism: first, we should strengthen the reform of the shareholding system of enterprises and improve the property rights system of enterprises. The premise of establishing enterprise integrity is that enterprises must have clear property rights relations. Only when the property right relationship is clear, and the operator of the enterprise has the control and domination of the enterprise property, will he have the enthusiasm to maintain the reputation of the enterprise, and it is possible to give up short-term interests and pursue long-term benefits. Secondly, establish a special credit management department. The establishment of credit management department is the basic guarantee for the smooth implementation of enterprise credit management system. So that the enterprise's integrity management work is not only handled by a special person, but also can effectively coordinate the work of various departments in integrity management and timely check and evaluate the implementation of enterprise integrity, thus continuously improving the level of integrity management. Finally, it is necessary to establish and improve the post responsibility system of integrity management. To establish and improve the top-down and bottom-up supervision and management system of credit responsibility, enterprises should decompose their credit responsibilities in an all-round way, and implement the credit responsibilities at all levels, so as to ensure the formation of a chain of credit responsibilities.
3. Establish a customer credit investigation and evaluation mechanism
Only by establishing a customer credit investigation and evaluation mechanism can we accurately grasp the difference between business opportunities and credit risks. Customers are not only the biggest source of wealth for enterprises, but also the biggest source of risks. According to the incomplete statistics of the industrial and commercial departments, there are about 4 billion contracts concluded in China every year, with the target of 14 trillion yuan, and the average contract performance rate is only about 5%. To strengthen credit management, enterprises must first do a good job in the credit management of customers, especially in collecting, investigating and evaluating the credit situation of customers before trading. Investigate and evaluate the customer's credit status regularly when negotiating and contacting with customers. In the course of business operation, enterprises will contact many different customers, so we must know the credit status of new and old customers clearly, and then evaluate whether we can grant credit. Determine the credit rating of customers and implement the corresponding credit policy according to the credit rating. Customer credit management is a complex system engineering, which should be managed with the help of modern information technology. From the development of enterprise informatization, the informatization of management is becoming more and more important, especially when e-commerce is becoming more and more important for both parties to exchange information with the help of the Internet platform to reach an increase in transactions. It is even more important to make full use of enterprise intranet, Internet and other informatization means to establish a customer relationship management system, supplier collaboration system, enterprise network credit system and credit database system.
4. Strengthen the management of employees' integrity
The future organizational change will pay more attention to the flattening of the organization, the flexibility of enterprise operation and the empowerment of employees. Therefore, it is important to strengthen the integrity management of enterprise employees. On the one hand, employees are the spokesmen of corporate image, and they are at the forefront of the market. To some extent, the image of employees represents the image of the enterprise. On the other hand, the integrity of employees directly affects the economic interests of enterprises. If employees are slacking, sabotaging, stealing, leaking secrets and taking kickbacks, it will cause great economic losses to enterprises. In the United States, the annual loss caused by white-collar theft is equivalent to 1 times the annual loss caused by street theft. Therefore, in the recruitment, selection, promotion and other functions of human resource management, enterprises must investigate, measure and cultivate people's honesty, reliability and sense of responsibility.
5. provide excellent products and value-added services to win the loyalty of customers
excellent products and value-added services are the cornerstone of building a good reputation of enterprises, and they are also the foundation for establishing the reputation of enterprises? Hardware? . Customer's evaluation of an enterprise is often formed in the process of using its products and receiving its services. If an enterprise wants to retain its customers and establish a long-term and stable relationship with them, it must first provide customers with satisfactory products and services, which is very important to improve customer satisfaction and loyalty. According to the survey of American automobile industry, a satisfied customer will lead to eight potential businesses, of which at least one transaction will be made, and a dissatisfied customer will affect the purchase intention of 25 people. Good products and services will win customers' good reputation, and then bring more sales, and more sales equals more satisfied customers and more good reputation. More good word of mouth brings more sales? This cycle will produce snowballing phenomenon. On the contrary, if products and services are defective, a vicious circle will be formed. Throughout the ages, all successful enterprises regard product quality as their life. Beijing Tongrentang, which was founded in Kangxi period of Qing Dynasty, has its motto? Seeking treasures, although the taste is expensive, you will not dare to reduce material resources; Lecture hall reputation, although the processing is complicated, you will not dare to save labor? .
6. Implementing the green management strategy and establishing a good social image
Strengthening the sense of social responsibility and winning the corporate reputation are the core strategies for the sustainable development and success of modern enterprises. Nowadays, environmental protection and sustainable development have become the focus of the international community. International organizations and governments have taken active actions to formulate stricter environmental protection laws. People all over the world are also actively involved in environmental protection, and it is fashionable to buy and use green products. In the new century, enterprises must implement green management strategy if they want to win the future market, win the trust of customers and the support of the government. Nowadays, green products are favored by consumers, and the sales growth rate of stores specializing in green products in many countries in Europe and America has exceeded that of traditional stores. Many forward-looking companies have successively implemented green management strategies. Such as Procter & Gamble (P&; G) The use of recycled packaging has reduced the consumption of plastic packaging for some products by 7%-8%.
7. Pay attention to crisis public relations
As the old saying goes: No man is wise at all times. ? This is no exception for modern enterprises, and it is inevitable that enterprises will make mistakes in the development process. Once an enterprise makes mistakes, if it can put its reputation first, sacrifice short-term economic interests in exchange for its long-term reputation and react quickly to control the development of the situation, it will be able to save the day and regain the public's trust. Coca-Cola Company, a world beverage giant with a production history of more than 1 years, suffered a huge crisis of confidence in Europe in 1996. As more than 1 middle school students were poisoned by drinking Coca-Cola, the Belgian government issued a ban on the domestic sales of Coca-Cola, Fanta, Sprite and other beverages produced by the Belgian Coca-Cola Company. At the same time, the EU warned its member states about the possible dangers of Coca-Cola products. After the Coca-Cola crisis, Coca-Cola quickly started the crisis public relations procedure and worked out the countermeasures. First, the company's CEO Ivester rushed from the United States to Brussels, Belgium, to hold a press conference, repeatedly stressing that despite the current events, Coca-Cola Company is still a first-class company in the world and will continue to produce first-class drinks for consumers. Secondly, an open letter to consumers signed by Ivester was launched in various Belgian newspapers, explaining carefully the cause of the accident and the measures to be taken by the company. Third, the Coca-Cola Company announced that it would take back all Coca-Cola produced in Belgium at the same time, announce the results of investigation and test as soon as possible, explain the scope of the accident, refund compensation to consumers, and bear the medical expenses of poisoned consumers. Fourthly, Coca-Cola has set up a special telephone line and a special webpage for Belgian consumers on the Internet to exchange, communicate and answer all kinds of questions raised by consumers in time. Fifth, cooperate with the inspection of local health quality inspection departments. Sixth, the president of the company, Aihuashi, flew directly to Belgium, was interviewed, publicly apologized to consumers, and drank a bottle of Coca-Cola on the spot. Finally, the Belgian Ministry of Health decided to lift the ban on Coca-Cola, and other EU countries also lifted the corresponding sanctions. A crisis finally turned the corner and Coca-Cola regained the favor of the world.
8. Enhance the awareness of trademark protection and strengthen the intensity of trademark protection
As an intangible asset of an enterprise, a trademark is an important weapon for enterprises to participate in domestic and foreign market competition, and it is also a symbol of corporate image and reputation. Therefore, enterprises must raise awareness of trademark protection and strengthen trademark protection. First of all, enterprises should apply for trademark registration in time to avoid being registered by others and handing over the developed market to others; Secondly, we should not blindly expand the scope of trademark use and allow other enterprises to brand production, so as not to damage the reputation of enterprises' trademarks and cause the depreciation of trademarks; Finally, improve the awareness of trademark rights protection of enterprises and crack down on counterfeit and shoddy goods. Fake and shoddy goods will directly damage the image of enterprises and the reputation of trademarks, so enterprises must attach great importance to it and crack down on trademark infringement. First, we should strengthen the management of trademark identification, start with our own management, and put an end to trademark infringement. Second, we must establish a team of rights defenders, strengthen market supervision, pay attention to the role of marketing networks and consumers, find clues of infringement in time, and do a good job in relevant investigation and evidence collection. Third, we should strengthen cooperation with law enforcement agencies, promptly complain to the administrative department for industry and commerce when we find clues of infringement, and safeguard the exclusive right and reputation of trademarks.
9. strengthening enterprise financial risk management
to strengthen enterprise financial risk management, we must first strengthen the audit of financial statements, and do not make false accounts or make false reports to achieve honest management. From the bankruptcy case of American Enron Company in 21, the credit crisis case of Andersen Certified Public Accountants to the case of false profits of WorldCom Company in 22, it shows that without a highly consistent value system and behavior with integrity as the core, enterprises will eventually lose their competitiveness and be expelled from the stage. The biggest crisis of an enterprise is the credit crisis. If there is a credit crisis, such an enterprise cannot develop in the long run. So? Honesty is success, and dishonesty is failure? It is the basic law of market economy. Secondly, improve the sales risk control system. Clearly define the authority of the sales staff and set different credit sales quotas and deadlines according to the customer's credit reliability. Thirdly, establish the monitoring system of accounts receivable, manage the recovery of payment professionally, shorten the payment period and reduce the bad debt ratio. From the experience of domestic enterprises, the aging of accounts receivable is also negatively correlated with the possibility of recovery, that is, the longer the aging, the smaller the possibility of recovery. When the goods are sold, it is necessary to monitor the sold goods and customers from time to time to ensure the safety of the goods and sales procedures.
1. Build a value chain with a credit chain
Porter's? Value chain? Theory tells us that the competition between enterprises is not only the competition of a certain link, but the competition of the whole value chain, and the comprehensive competitiveness of the whole value chain determines the competitiveness of enterprises. In Potter's own words: The value in consumers' mind consists of a series of specific activities and profits in the material and technology inside the enterprise. When you compete with other enterprises, it is actually the competition of many internal activities, not one activity. ? Strengthen the skills of credit management
First, combine with the construction of commodity access system and implement? Four systems? , strengthen supervision
learn from the idea of building commodity access system and follow the? Implement dynamic supervision over the trading links in bazaars, implement market exit mechanism for illegal operators and unqualified commodities, investigate and punish illegal operators according to law, and effectively control the whole process of commodities and their operators in the circulation field? Ways to explore, establish and implement markets? Four systems? .
first, the commodity ticket filing system is implemented. Make specific provisions on the filing subject, filing object, filing content, filing method, supervision and inspection of commodities in bazaars, issue a unified Registration Form for Important Commodities in bazaars, check the purchase channels of commodities in markets, and establish management measures for the organizers of bazaars to register and file commodities distributed by operators in markets.
the second is to implement the sampling inspection system of commodity quality. According to the Interim Measures of the State Administration for Industry and Commerce for commodity quality supervision and spot check, the system of commodity quality spot check is formulated. Make clear regulations from nine aspects, such as sampling department, sampling scope, sampling time, sampling content, sampling method, sampling procedure, sampling cost, publishing results and processing results, so as to improve the quality of goods, earnestly perform supervision functions, standardize the commodity quality inspection of industrial and commercial departments, and purify the commodity market environment.
the third is to implement the commodity sales reputation system. Market operators are required to provide consumers with the Credit Card for Commodity Sales in Markets or tax invoices uniformly issued by the Industrial and Commercial Bureau, and market owners are required to remind consumers to ask for the Credit Card in a prominent position in their business premises, so as to guide operators to abide by business ethics, stress honesty and credit, maintain the order of markets, and create a good fashion of honest management and reputation first, and create a good atmosphere in the city's markets? Integrity management and healthy consumption? Good atmosphere.
the fourth is to implement the market owner responsibility system. The industrial and commercial department and the market owner sign a letter of responsibility for legal operation, so that the market owner can make a commitment not to make or sell fake goods, clarify their responsibilities, and form? Industry and commerce take the lead and operators participate? The regulatory atmosphere, so as to achieve the purpose of standardizing the market economic order and strengthening the supervision of bazaars. Considering? Four systems? The legal support, the mass base and the difficulty of operation can be piloted in some places first, and after the pilot operation, it will gradually gain the understanding and support of the market owners and business households, and then it will be fully promoted after accumulating certain experience.
Second, in combination with the construction of credit publicity, we will implement the honest management of bazaars and the illegal publicity system, and increase the intensity of counterfeiting
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