房地产开发企业声誉管理浅析

随着知识经济的来临，无形资产在现代企业中的比例和重要性日益增加，声誉是现代企业的一种无形资产，它关系到企业的竞争能力和发展潜力，是比工厂产品、设备等有形资产更具价值的企业财富。目前，我国房地产业已进入理性发展阶段，房地产市场的竞争逐渐从产品、服务的竞争演变为企业之间声誉的竞争。本文主要论述了房地产企业进行声誉管理的必要性和声誉管理的方法。

Real Estate Development Corporation and Reputational Management

Under the condition of knowledge economy, immaterial capital has increasingly played a key role in the field of corporate competition. Reputation management, as a new management measure, is a fundamental backup of corporate consist development which condition has a directly influence on corporate compe- tition and the development of potential. At present, real estate industry have entered into a rational step of development, the competition between real estate market gradually evolved the competition of reputation among incorporations. Any of them wanted to obtain competition advantage and continuous development must emphasis on reputation as well as master reputation management. In addition, it also presented several suggestions about how to establish mutual trust relationship between real estate and the publics.