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1、2009 爱德曼中国中国信用度调查报告20092009年爱德曼信用度调查报告概览年爱德曼信用度调查报告概览在全球范围内已连续开展十年；其中六年涵盖对中国市场的研究在20个国家对4475名意见领袖进行问卷调查；中国受访者375位在亚太地区包括中国、印度、日本、韩国、印尼和澳大利亚六个国家，受访者1375名年龄在25至64岁之间均为高等教育水平以上家庭年收入水平在该国家前1/4之列每周有规律地密切关注政府政策以及商业信息3中国：基本假设开始变化中国：基本假设开始变化信用度总体变化信用度总体变化4.A8-11. TRACKING I am going to read you a list of in
2、stitutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL“ and nine means that you “TRUST THEM A GREAT DEAL.” The higher the number, the more you TRUST them to do what is right. (
3、Top 4 Box) Informed publics 25-64 (China)74%58%66%48%72%62%59%50%0%10%20%30%40%50%60%70%80%90%100%政府政府商业商业媒体媒体非政府组织非政府组织%信任各个机构实施恰当举措的能力信任各个机构实施恰当举措的能力20082009给企业界的提示给企业界的提示5A60 Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporat
4、ions a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? (Bottom 2 Box: Trust less) 25-64 Informed publics in 20 countries 对商业信用度降低对商业信用度降低全球全球亚太亚太中国中国科技产业在中国最受信赖科技产业在中国最受信赖6A25-37. TRACKING Now I would like to focus on your trust in different i
5、ndustry sectors. Please tell me how much you TRUST businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL“ and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics 25-64 in 20
6、countries 2008-200985%79% 75%75%71%66%65%58%57% 54%52% 48%47%76%47%58% 55%65%56%57%43%53%54%40%51%56%0%10%20%30%40%50%60%70%80%90% 中国中国全球全球与全球趋势相反，中国意见领袖鼎力支持政府与全球趋势相反，中国意见领袖鼎力支持政府A 8,10. Government in general, business in general TRACKING I am going to read you a list of institutions. For each one,
7、please tell me how much you TRUST that institution to do what is right. Please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL“ and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics 25-64 (20 countries)7更信赖商业更信赖商业更信赖政府更信赖政府全球全球亚太亚太中国中国政府政府商业商业多数传统信
8、息资源的信用度降低多数传统信息资源的信用度降低 口碑传播与媒体持平口碑传播与媒体持平C95-98,103. TRACKING Now Im going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the companyis it extremely credible, very credible, s
9、omewhat credible, or not credible at all? (Top 2 Box), Informed publics ages 25-64 in China.70%39%50%49%53% 47%22%34%44%49%34%0%10%20%30%40%50%60%70%80%90%100%电视报道电视报道商务杂志文章商务杂志文章报纸文章报纸文章广播报道广播报道与朋友和周遭对话与朋友和周遭对话 与企业雇员的对话与企业雇员的对话200820098N/A“传统媒体”、“与企业雇员对话”以及“与朋友和周围对你有影响力人的对话”“传统媒体”、“与企业雇员对话”以及“与朋友和周
10、围对你有影响力人的对话” 分别成为分别成为20092009年度受信赖的信息来源年度受信赖的信息来源C95-98,103. TRACKING Now Im going to read you a list of places where you might get information about a company. Please tell me how credible you believe each one of them is as a source of information about the companyis it extremely credible, very cred
11、ible, somewhat credible, or not credible at all? (Top 2 Box), Informed publics ages 25-64 in China.14%14%17%19%19%22%27%30%34%34%36%41%44%47%49%企业或产品广告企业或产品广告商业博客商业博客个人或非商业博客个人或非商业博客社交网站社交网站股市分析报告股市分析报告商业杂志文章商业杂志文章企业传播企业传播网络搜索引擎网络搜索引擎报纸文章报纸文章与企业雇员的交流与企业雇员的交流企业网站企业网站现场交流，比如首席执行官演讲现场交流，比如首席执行官演讲广播报道广播
12、报道电视报道电视报道与朋友和周围对你有影响力的人对话与朋友和周围对你有影响力的人对话9澳大利亚澳大利亚中国中国印度印度印尼印尼日本日本韩国韩国全球全球非政府组织非政府组织2433311商业商业3212132媒体媒体4321223政府政府1144444非政府组织非政府组织: :在除韩国和澳大利亚以外的亚太地区在除韩国和澳大利亚以外的亚太地区 仍然在为信用度而奋战仍然在为信用度而奋战10A8-11. TRACKING I am going to read you a list of institutions. For each one, please tell me how much you TR
13、UST that institution to do what is right. Please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL“ and nine means that you “TRUST THEM A GREAT DEAL.” The higher the number, the more you TRUST them to do what is right. (Top 4 Box) Informed publics 25-64 (Asia Pacific 6 countr
14、ies)“.我们面临的问题不仅是美元匮乏，而是责任我们面临的问题不仅是美元匮乏，而是责任 的匮乏，信用度的匮乏。的匮乏，信用度的匮乏。” 奥巴马奥巴马信用度的匮乏引发对政府干涉的呼声信用度的匮乏引发对政府干涉的呼声政府与商业共同解决全球问题政府与商业共同解决全球问题12.88%86%88%92%77%76%86% 82%0%10%20%30%40%50%60%70%80%90%100%能源成本能源成本金融信贷危机金融信贷危机全球变暖全球变暖消费能力所及得医疗保健消费能力所及得医疗保健政府和监管部门政府和监管部门商业商业E. 119-120, E124-125, 129-130, 134-135
15、. Now thinking about (energy costs, financial credit crisis, global warming, affordable healthcare), please tell me how responsible you think each of the following entities are for contributing to (global issue)? TOP 4 BOX 25-64 informed publics in China.政府最有责任解决问题政府最有责任解决问题13.E138. And which ONE en
16、tity do you think should be MOST responsible for (solving each global issue)? Informed publics 25-64 in China.70%70% 60%76%14%19%24%8%0%10%20%30%40%50%60%70%80%90%100%能源成本能源成本金融信用危机金融信用危机全球变暖全球变暖可以承受的医疗保健可以承受的医疗保健政府和监管部门政府和监管部门商业商业3:13:1的对比结果表明，受众同意政府应当跨行业实施更的对比结果表明，受众同意政府应当跨行业实施更 加严格的条例和更加广泛的管理加严格的条例和更加广泛的管理14F146. The recent credit crisis and government bail-outs have led to debates on how much governments should intervene to regulate indus
