Abstract

In real world cases，this book find out that different organizations have different impression management strategy，type and method—some organizations prefer declare statement but some others prefer keep silence；some organizations prefer admit negative event，while some others denied it；some organizations prefer response immediately；Others has slow response. After further analysis，it is found that the reason causes these difference is stakeholder of these organizations are different （state-owned enterprise and private enterprise）. State owned enterprise is an important component of national economic，therefore author begin to research from following questions：what are impression management difference between state-owned enterprise and private enterprise？What causes these differences？What are factors impacting on state-owned enterprise impression management motivation？In theory，previous research on impression management didn’t separate research objects，and few of them are study on Chinese stated-owned enterprise impression management. Therefore，this book helps on understanding how different enterprise select impression management strategy. Also，it makes up for lack of study on different organization behavior after negative reports. It provides theoretical and empirical support for solving impression problem in state-owned enterprise’s reform.

This book uses two-components model to explain questions listed in research background. Firstly，it is found that motivation of impression management is different between state-owned enterprise and private enterprise. Secondly，based on this finding，this book further studies the difference of impression management behavior between state-owned and private enterprise from direct and indirect strategy aspects. Last，verified hypothesis by using binary discrete choice model，multivariate sorting selection model and double difference method.

This book contains four empirical researches：1. Compare with state-owned enterprise，private enterprise is more likely to use defensive impression management strategies. Furthermore，when facing different type of negative report，state-owned enterprise and private enterprise has contrary behavior. 2. Result of impression management preference study，after negative report，state-owned enterprise prefers to deny，and private prefers to admit. Social status also play a role of controller when enterprise select impression management strategies. 3. Impression management approach study shows private enterprise more like to uses multiple and urgent impression management approach than state-owned enterprise. 4. It is concluded that private enterprise uses more indirect impression management than state-owned enterprise，and type of negative report，social status will also impact on number of indirect impression management differently.

Through the study of the difference of impression management behavior between state-owned enterprises and private enterprises after negative reports，this book gets three innovations as the following：

First，we distinguish the organizational impression management behavior in the context of different controlling shareholders. In the past，the research object of corporate image management was not divided into different ownership enterprises，especially the quantitative research about the image of Chinese state-owned enterprises. This study firstly analyzes the difference of impression management between state-owned enterprises and private enterprises. At the same time，we analyze the mechanism of this difference，which is of great significance for understanding and managing the image management behavior of state-owned enterprises and private enterprises after negative reports.

Second，from two perspectives of direct and indirect impression management，this book makes a systematic analysis of the differences in impression management behavior between state-owned enterprises and private enterprises，and constructs a complete theoretical framework. In the past，the research on impression management only focused on the post crisis response strategy.

Third，we study the characteristics of organizational impression management style under both conditions of different negative reporting types and different levels of negative reporting. We also study the characteristics of the types of organizational impression management under both conditions of different social status and different types of negative reporting. Previous studies have studied the characteristics of organizational behavior from one aspect without considering various conditions.

Keywords： defensive impression management strategy；state-owned enterprises；private enterprises；negative reporting；organizational social status