| Based on the current domestic, international and developmental context and situation of China, this research puts forward the issue of China’s soft power. By combining the thoughts and theoretical instruments of Oriental Management with a research route that follows sequentially the themes of subject proposition, literature review, concept definition, concept application, model construction, model application, empirical research, model revelation, measures proposition and reflective summarization, this research is to create a whole new theoretical system of state soft power based on some audacious theoretical innovations. Oriental Management, which is a brand new academic system of management originated by chief professor Su Dongshui of Fudan University after many decades of arduous research, is the main theoretical basis of this research.Enlightened by the notions of "conduct oneself so as to serve others","harmony, cooperation and unity" and "win-win fulfillment" of Oriental Management, this research innovatively puts forward a general conceptual definition of soft power, that is the subject’s capability to manage those relationships systems within which all stake holders interact with each other and achieve a win-win result for all relevant stake holders by applying all possible material resources and spiritual resources at hand to positive and tactical behaviors so as to lead its counterparts, and its corresponding influence exerted in contribution to the subject’s holistic and sustainable development. By applying the general definition of soft power to state power, this research further puts forward the conceptual definition of state soft power.Based on the definition of state soft power, this research innovatively puts forward a "structure-behavior-performance" model of state soft power and conducts analysis on these three aspects of state soft power. The structure of state soft power is composed by the structure of relationships systems, the structure of actors and the structure of spiritual media resources. The behavioral patterns of state soft power are combination of governing by humanity and governing by law in application of state domestic soft power, combination of competitive behavior and cooperative behavior in application of state international soft power, and combination of justice-seeking behavior and interest-seeking behavior in application of state developmental soft power. The performance of state soft power is manifested by its structural power, behavioral power and influential power. Against the flaws of "questionnaire investigation", this research puts forward an "event process comparison assessment" in terms of assessment methodology of state soft power.Then the "structure-behavior-performance" model is applied to China’s soft power so as to discover its unique characteristics in terms of structure, behavior and performance for which an empirical assessment is conducted. It is discovered that, the characteristics of the structure of relationships systems of China’s soft power are the issue of farmers in China’s domestic management, the issue of China-US relationship in China’s international management, and the issue of sustainable development in China’s developmental management; the characteristics of the structure of actors of China’s soft power are its dominant role played by the government, its backward development of non-governmental organizations and the imbalanced structure; the characteristics of the structure of media resources of China’s soft power are, due to China’s centuries-old culture and its fast development in the past few decades, its unique Chinese-featured behavioral norms, spiritual disposition, policies, social connections and talents which is composed of national knowledge system, national innovation system and national collaboration system. It is argued that, the characteristics of the behaviors of China’s domestic soft power are "people first, combination of governing by humanity and governing by law, complementing governing by law with governing by humanity, and a fulfillment of good governance"; the characteristics of the behaviors of China’s international soft power are "taking morality as priority, combination of competitive behavior with cooperative behavior, promoting cooperation with competition, and a fulfillment of coopetition"; the characteristics of the behaviors of China’s developmental soft power are "conducting oneself so as to serve others, integration of justice and interest, gaining interest by advocating justice, and a fulfillment of development". As to the performance assessment of China’s soft power, this research invokes a index system consisting of the indices of structural power, behavioral power and influential power, an typical event namely "promoting peaceful reunification across the strait", and a corresponding assessment methodology to be "temporally vertical comparison assessment for the same event process". The overall assessment process is based on historical facts which are properly selected, compared and evaluated so as to serve the purpose of performance assessment of China’s soft power.Based on the characteristics discovered in the "structure-behavior-performance" of China’s soft power and the results and revelation of the performance assessment, this research there are some measures and advices put forward by applying the theoretical instruments of Oriental Management to further promoting China’s soft power. With respect to promoting China’s domestic soft power, this research advocates the notion of "people first", so as to promote Chinese people’s cohesive power; advocates the combination of state governance, business governance, family governance and self governance, so as to promote Chinese government’s ability to carry out "good governance" domestically. With respect to promoting China’s international soft power, this research advocates the notion of "regarding morality as priority" and its application to building up China’s "state virtue", so as to promote China’s moral persuading power in the international community; advocates the combination of social norms application, spiritual disposition application, policies application, social connections application and talents application, so as to promote the capacity of international coopetition. With respect to promoting Clina’s developmental soft power, this research advocates the notion of "conducting oneself so as to serve others", so as to promote the ruling party and the government’s domestic leadership, international leadership and developmental leadership; on the basis of "people first, regarding morality as priority, and conducting oneself so as to serve others", this research advocates the integration of the notion of "harmony, cooperation and unity" and the "scientific development outlook" of the government, so as to promote China’s ability to fulfill a holistic and sustainable development. All in all, after conducting systematic reflection and theoretical summarization, the nature of China’s soft power can, from a oriental management perspective, be sublimated to be "China’s road, conducting oneself to serve others, harmony and cooperation for a win-win result".
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