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中文摘要：
声誉可以直接影响集体或者个人的社会形象。本文对国内外关于声誉的文献进行了梳理,对声誉内涵、声誉的形成模型、现实应用等进行了分析和描述。同时,将声誉分类为集体声誉和个人声誉,对集体声誉和个人声誉的形成机理进行了阐述,介绍了国外常见的集体声誉和个人声誉的形成模型,并分析了二者之间的相互关系。通过对声誉理论在现实中实际应用的研究发现,由于市场经济体制等原因,我国企业和管理者的声誉机制没有得到有效发挥,声誉在完善市场监督、减低代理成本、道德风险等方面的作用有待检验。
英文摘要：
Reputation,as the public estimation of a person or an organization,has direct influence on the person or the organization. This paper reviews the literature on reputation,its connotation,its formation model and its practical application from the perspective of organizational reputation and individual reputation. The authors depict the formation of organizational reputation and individual reputation and analyze the correlation between them. After the review of reputation application research,the authors find that due to the market economy system,the reputation mechanism doesn＇t work effectively in domestic market. The function of reputation in improving the market supervision,reducing the agency cost and the moral risk etc. should be tested in the future.
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