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　　留学生论文----国际商务管理论文 --留学生论文 留学生论文 留学生论文 1. Introduction Noent of society, such as needia and technology, it is an undeniable fact that corporations have to face more challenges and risks aintain and protect their reputation. Therefore, hoanage their corporation image is one of the most important problems for many corporations e famous international names. At the same time, corporation reputation management is also a prevalent academic research topic. Many scholars, such as Gray Davies and Charles Fombrun, had contributed to develop this topic. The essay ethod Inner Mongolia Mengniu Dairy Co. Ltd.(Mengniu Dairy) had employed to build its corporate reputation in the past and e suggestions about its methods and strategies. There are three main reasons this essay takes Mengniu Dairy as the sample to do the analysis: 1) As one of the biggest dairy manufacturers in China, Mengniu Dairy has been dominating the domestic dairy sales for many years. 2) Mengniu Dairy is a rising pany. Founded in 1999, it took Mengniu only 8 years to secure its leadership in China’s diary industry. The important reasons Mengniu Dairy could gain this surprising achievement is its prominent success in building its corporation reputation. 3) Mengniu Dairy’s reputation has just experienced a fatal strike in 2008 because of its implication into the toxic poilk scandal. Therefore, hoe-taking task especially given the adverse market and the impact of financial tsunami. Considering reasons, the essay could be able to sho from its successful strategy in building corporation reputation through analyzing Mengniu Dairy. Simultaneously，the essay could also do some creative tries on rescuing and rebuilding its reputation after the scandal. 2. Background 2.1 Definition of Corporation Reputation There are thousands definitions of corporate reputation. Different scholars give different definitions from different aspects. The essay adopted the definition from Fombrun and Rindova (1996, p2): A corporate reputa