“黑公关”升级、Z世代冲击传统管理策略……企业声誉十大影响因素发布

Core Viewpoint - The report predicts an overall improvement in corporate reputation in China for 2025, supported by national policies and collaborative efforts, but also highlights significant challenges and pressures that companies will face [1]. Group 1: Negative Factors Affecting Corporate Reputation in 2025 - The report identifies ten negative factors impacting corporate reputation management, including operational management flaws, inadequate crisis management by entrepreneurs, the evolution of "black public relations" tactics, improper definitions and explanations of industry concepts, a victim mentality, and the confusion between information disclosure and situation reporting by listed companies [1]. - The report emphasizes that the battle for corporate reputation has shifted from overt to covert strategies, with increasingly sophisticated tactics being employed, such as fan groups engaging in coordinated attacks and influencers acting as "black mouths" to undermine companies [1]. Group 2: Misinterpretation of Industry Concepts - The report cites examples of misdefined concepts like "pre-made dishes," "smart driving," and "zero additives," which can lead to significant damage to companies and industries due to unclear explanations [2]. - It notes that Generation Z and Generation Alpha are becoming the main consumers and workforce, possessing distinct attitudes and demands, which necessitates a transformation in corporate reputation management and brand perception [2]. Group 3: Geopolitical Challenges - The report highlights that geopolitical tensions complicate overseas reputation management for companies, particularly for high-tech firms like the "Hangzhou Six Little Dragons," which have gained international attention but face reputational volatility due to geopolitical-driven public opinion attacks [2]. Group 4: Predictions for 2026 - The report forecasts ten key factors that will influence corporate reputation management in 2026, including the introduction of the "14th Five-Year Plan," proactive macroeconomic policies, improved public opinion governance systems, and the integration of rumor control and complaint handling as effective reputation management strategies [3]. - It also mentions the rising importance of public welfare issues, the spread of irrational emotions in public discourse, and the dual impact of artificial intelligence on reputation management as critical variables for companies [3].