2013 edelman trust barometer china deck cn

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  • 1. 2013--
  • 2. 2013, 2 : 26 31,000 205 108 1,000 18 2 500 200 25-64 25% 13 APAC
  • 3. 2013 NGO2001 CEO2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 3
  • 4.
  • 5. 57 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 2011 20132012 51 76 68 67 65 63 63 61 61 58 57 56 54 53 51 49 49 44 44 41 41 40 39 37 34 32 : 20122013 55 80 78 74 73 73 69 67 62 56 56 55 53 52 51 51 51 50 49 44 42 40 40 39 202564 5 2008 +19 +18 +14 +11 2012 +16 +14 +12 +10
  • 6. 2013 6 57 80 76 71 68 67 66 64 62 62 59 59 55 55 54 54 53 51 50 48 47 46 45 42 42 41 36 48 70 64 63 63 61 61 59 54 52 51 50 48 45 44 43 43 43 41 40 40 39 37 35 34 33 30 262564 14 13 9 2013
  • 7. 11-14.[] 19 19 () 202564 2012 2013 2012 2013 2012 2013 2012 2013 : 43% : 48% : 53% : 58% : 52% : 57% : 58% : 63% - 7
  • 8. 11-14.[] 19 19 () 202564 2012 2013 2012 2013 2012 2013 2012 2013 : 75% : 81% : 71% 74% : 79% : 81% : 79% : 81% 8
  • 9. 11-14.[][] 19 19 () 262564 2616 VS. 2007* 62% 50% 35% 50% 9
  • 10. - () 22. [18] 24. [20] 26 50% 50% 10
  • 11. () 22. [18] 24. [20] 32% 60% 11
  • 12. * 20132012 . [] 1919 () 2025642012 201312 2013: 3 #1 #2 #2 2013: 3 #1 #2 #3 #3
  • 13. 13 20132012 . [] 1919 () 256420122013
  • 14. 26-42. [] 1-91 9 () 262564 14
  • 15. 26-42. [] 1-91 9 () *183564 Germany HQs Sweden HQs Canada HQs China HQs India HQs Brazil HQs 15 2008*
  • 16. 15-17. 1-919 {) () 262564 16
  • 17. 11-14.[ NGOs] 19 19 () 202564 N/A 50% ; (NGOS) 2008 67% 50% 2013 88% 50% 17 2008 : 48%
  • 18. 11-14.[ ] 19 19 () 202564 N/A 50% 2008 50% 50% 2013 62% 50% 18
  • 19. 178-182. 1919 2626 19
  • 20. 165. [] 262564 () 4% (1) 12% (2) 64% 12% (10+) 6% (6-9) 29% (4-5) 35 35% (3) 20
  • 21. 165. [] 262564 () 2% (1) 8% (2) 75% 8% (10+) 8% (6-9) 32% (4-5) 35 43% (3) 21
  • 22.
  • 23. 20132012 130-143. [] (, /) 202564 20122013 23
  • 24. 20132012 130-143. [] (, /) 202564 20122013 24 66% 71% 71% 54% 69% 57% 62% 54% 2013
  • 25. 50% 130-143. [] (CEO/) (, /) 26262564 20122013 2013 CEO VS. / CEO 25 50% 2616 50% 2612 50%
  • 26. : 26 144A-147A. [] (Top Box- Trust A great Deal) 26
  • 27.
  • 28. 11-14. 19 19 (); 144A-147A. [] 144B-147B. [] () -32 -35 -34 -35 -27 -28 -47 -35 -28 -25 -29 -32 28
  • 29. 16 NGO 16 29
  • 30. 5 (58%) (47%) (39%) (54%) (59%) 2013 5 2008 (76%) (81%) (76%) CEO (71%) 30 *183564
  • 31. -22 -32 -37 -36 -33 -30 -33 -31 -27 -23 -24 -11 -15 -16 -10 -18 80-96. [] 191 9 (, /) 26114-129. 19[]19(, / ) 26 31
  • 32. 32 -22 -25 -24 -25 -21 -27 -24 -26 -22 -17 -17 -8 -14 -12 -3 -12 80-96. [] 191 9 (, /) 26114-129. 19[]19(, / ) Importance Performance
  • 33. : CEO 21% 63% 16% 13% 11% 19% 30% 44% 16% 15% 30% 35% 18% 22% 23% 31% 31% 27% 25% 13% 21% 26% 34% 27% 13% 22% 27% 35% 20% 23% 25% 20% 25% 23% 15% 34% 27% 23% 23% 12% 23% 36% 29% 21% 15% 35% 34% 17% 19% 19% 197-201() 26 33
  • 34. 34
  • 35. On the cover credits: HSBC: REUTERS/ Bobby Yip; UBS: REUTERS/Luke MacGregor; Bob Diamond: REUTERS/ Luke MacGregor; Bo Xilai: REUTERS/ Cheryl Ravelo ; Lance Armstrong: by Sebastian David Tingk r; Angela Merkel: REUTERS/ Sebastien Pirlet; Rajat Gupta: REUTERS/ Brendan McDermid; George Entwistle: Associated Press/ Rex Featu