即使是私立学校,或者说是民办学校的教学设施、师资状况、教学质量等一般要比公立学校好,但是人们依然不愿将子女送入私立学校读书;四大国有商业银行的不良资产比例早已超过了警戒线,但广大居民依然将钱源源不断地存入国有商业银行,很少看见他们将钱放在家里或是存入外资银行。为什么会出现这种“异化”现象?是民办学校、外资银行质量不高、服务不好、价格太贵吗?都不是。最关键的要害是:消费者对他们不信任。即,他们的诚信形象还没有在消费者心目中树立起来。由此,我们发现,在新的商业竞争环境下,“诚信”起着“关键的少数”作用,这一要害没有抓住,再好的产品、再好的服务、再好的价格条件,都无法发挥作用,都会在消费者怀疑的眼光中“无可奈何花落去”。尤其是在9·11事件后,跨国公司、顶级 CEO 们的丑闻一个接 Even private-owned schools, or private-sector schools, have better teaching facilities and quality of teaching than public schools, but people are still reluctant to send their children to private schools for study. The proportions of the non-performing assets of the four state-owned commercial banks are long gone More than the warning line, but the vast majority of residents still continue to deposit money into state-owned commercial banks, seldom see them put money at home or deposited in foreign banks. Why is there such a “alienation” phenomenon? Is private schools, foreign banks are not high quality, poor service, the price is too expensive? Neither. The key point is: consumers do not trust them. That is, their image of good faith has not set in the eyes of consumers. As a result, we found that under the new commercial competitive environment, “integrity ” plays a “key minority ” role. This key is not captured, no matter how good the product, no matter how good the service, and no matter how good Price conditions, are unable to play a role, will be in the eyes of consumers in doubt “helpless go to ”. Especially after the Sept. 11 attacks, the scandals of multinational corporations and top CEOs followed