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“商誉”这个名词,有人对它感到陌生,有人已经把它遗忘。最近编的《辞海》,就没有收它。倒是一些英汉辞典没有把它漏掉,仍清清楚楚地印着:goodwill。goodwill这个词,在不同的场合,有不同的含义。如果把它译为“商誉”,则是指顾客心目中商号的信誉。顾客相信这家商号,称赞这家商号,于是,这家商号就渐渐地获得了“商誉”。在商品经济领域里,一家商号,要能在同业的竞争中立于不败之地,就得要树立自己的“商誉”。在同业中,许多商号的经营情况平平,而少数商号却能出类拔翠,有口
The term “goodwill” was unfamiliar to some and it was forgotten by some. Recently edited “Ci Hai”, it did not receive it. It touches on some English-Chinese dictionary did not miss it, still clearly printed: goodwill. Goodwill the word, in different occasions, have different meanings. If it is translated as “goodwill”, it refers to the credibility of customers in the minds of customers. Customers believe the company, praised the firm, so the firm gradually gained “goodwill.” In the field of commodity economy, a firm must establish its own “goodwill” if it is to remain invincible in the competition of its own industry. In the same trade, many firms are running mediocre businesses while a few firms are able to sell their products in the same category.