2016 Edelman Trust Barometer China - Chinese

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  • 2016

  • 920

    15%

    500200

    25-64 25%

    525 18

    1,150

    28+/-0.6% (=32,200)+/- 1.2% (=6,200)+/- 0.6% (=26,000)+/- 2.9 ( =1,150)+/- 6.9% (200/+/- 4.4%=500)+/- 3.0 to 3.6 (740/)+/- 0.8 (=16,100)

    16

    3.3 2015101311

    16

    28

    85%

    2

  • 3

    1

  • 49 47 46 42 42 41

    49 49 49 .47 46 45 42 42 42 .41 41 41 39 38 37 35

    73 66 65 64 62 60

    82 78 74 72 72 70 64 63 63 62 61

    56 55 52 51 51 50 58

    58 58 57 55 54 53 53 52 51 50

    2016

    50

    /NGO

    28

    60 50

    4

  • 51 48 45 41

    55 5347 42

    6357

    51 48

    67 6357

    51

    201611-141~919 427

    5

    20152016

    +4 +6 +6 +3

    +4 +5 +2 +1

    2015 2016

  • 54 5864

    7571 70 7379

    72 7077 82

    83 80 8186

    6

    20152016

    +11 +10 +4 +4

    +17 +12 +9 +4

    201611-141~9194

    2015 2016

  • 76

    80 79

    75

    82

    68 69

    65

    61

    71

    2012 2013 2014 2015 2016

    7

    20122016

    11

    8

    201611-141~9194)

  • 20122016

    201611-141~9194)2520122016

    GDP8

    2516

    25

    /

    GDP

    2012 9 7 4 7 11 1 8 6 6 4 13 8 7 6 14 8 2 7 8 3 10 13 6 13 10 14 152016 12 12 16 17 19 9 15 10 10 8 16 11 10 9 16 10 3 8 8 3 8 11 3 9 6 10 10

    35

    1210

    8 87

    4 4 43 3 3 3

    2 21 1

    0 0

    -2 -2-3

    -4 -4 -4-5

  • 2

  • 40%

    50%

    60%

    70%

    80%

    90%

    2016454291~9194*2012-201461f-65f**2012-201543-602012-2014

    20122016

    2012 2013 2014 2015 2016

    ` 2012 2013 2014 2015 2016

    5

    88% 88% 87% 84% 90% 2

    77% 82% 84% 78% 82% 5

    74% 80% 78% 74% 82% 8

    68% 76% 76% 72% 79% 11

    72% 74% 76% 72% 76% 4

    72% 73% 76% 70% 76% 4

    56% 66% 66% 63% 71% 15

    54% 60% 64% 62% 70% 16

    10

  • 79%

    59%73%

    11

    52%

    66%

    46%

    59%54%52%

    41%

    72%

    41%

    52%

    80%

    47%

    57%

    76%

    40%

    20161517C1~919428

  • 66 66 66 64 62 62 60 5956 54

    47 4542

    33 31 30 29

    2016154221~919425

    12

    20162012

    +6 -2 +6 +8 -2+1+1n/a+1+4+5+3 +2 +2 +1 0 +3

  • 20162494

    87%

    201578%

    13

  • /

    //

    E

    E

    P

    H

    F

    2016561-5731~919428

    14

    R

    I

    IE

    E

    R

    H

    E

    E

    E

    E

    E

    P

    P

    E

    H

    P

    E

    H

    H

    H

    E

    E

    E

    E

    E

    P

    I

    H

    E

    I

  • 51% 30% 21

    49% 30% 19

    47% 33% 14

    44% 29% 15

    42% 29% 13

    201680-951~9192114-1291~9192

    %

    %

    15

  • 51% 30% 21 54% 30% 24/ 50% 32% 18 48% 28% 20

    49% 30% 19 49% 32% 17 51% 32% 19 50% 29% 21 47% 29% 18 47% 33% 14 55% 34% 21 40% 32% 8 44% 29% 15 50% 28% 22 44% 30% 14 44% 31% 13 37% 28% 9 42% 29% 13 41% 28% 13 42% 29% 13 42% 29% 13

    201680-951~9192114-1291~9192

    %

    %

    16

  • 3 CEO

  • 18

  • CEO

  • CEO

    2016451-461CEOCEO4CEOCEO5 20

    CEO

    74%

    74%

    71%

    87%

  • 2016496-5061~9194

    21

    CEO

    85%

    81%

  • CEO

  • 80%

    85%

    88%88%

    CEO/CEOCEOCEO

    CEO

    2016507-5141~9194516-5241~9194

    23

  • CEO

    24

    2016515CEO528*2016CEO1CEO10

    40

    35

    30

    27

    26

  • 2016527-529CEO530-5361~919 26

    CEO

    62

    65

    67

    68

    67

    77

    86

    /

    8

    14

    24

    22

    22

    24

    23

    94

    91

    91

    90

    89

    89

    85

  • 59 58

    49

    43

    52

    45

    39 38 40

    6966

    6057 57

    54

    46 45 44

    CEO

    2016130-5872/ 28

    2015 2016

    +14

    CEO

    /

  • 2016178-1821~9194

    *2012-20152016**2012-20152016

    76% 0

    * 79% 4

    ** 75% 3

    75% 6

    69% 5

    77 78

    75 70

    76

    73 7370

    60

    7269 67 68

    60

    69

    75 75 76

    69

    75

    64

    5856

    52

    64

    2012 2013 2014 2015 2016

    37

  • 72

    70

    68

    50

    42

    41

    2016Google285287FacebookLinkedInInstagramTwitter287-279-289-284283279

    30

  • 31

    4

  • 79

    67

    61

    57

    46

    41

    58

    49

    47

    29

    31

    24

    2016371-58912377-38012 32

    /

    /

    /

  • 33

    /

  • 34

    -