Research On The Composition And The Generation Mechanism Of The Soft Power Of Chinese Enterprise

In the development of modern economic society, there are comprehensive nation strength competitions between the countries, and comprehensive strength competitions between the enterprises. The success or failure of an enterprise mainly rests with the quality of its core value and the power of the core competitive strength formed by this, while the comprehensive strengths of the enterprises are the important embodiment and basic guarantee of the comprehensive national strength. The soft power is an important component of core competitive strength of the enterprise, has become the key of the enterprise to adapt the new environment, participate in new competition, deal with new challenges and achieve new development in new development starting point in the new century. The soft power strategy means that the enterprise must animadvert and reject the shallow mercantilism and short-sighted, speculative, hegemonic and monopolistic business thinking, relocate and explore the business practices of the enterprise. For modern enterprises, the concept of soft power proposed less than 20 years ago, but has already aroused great concern of the society especially the enterprises, its research depth and extent developed rapidly, the practice exploration advanced comprehensively, and played a more and more important role in the development of enterprises and economical society.Since the reform and opening-up, in order to enhance the competitiveness, the domestic enterprises experienced three stages, the technology innovation, the system innovation and the current idea innovation, which is also the three development stages in the modernization process of domestic enterprises, while the internationalization is the expansion and extension of the modernization for the enterprises. Obviously, the research on the soft power of the enterprises is to adapt the needs of the enterprises in the new development new stage, to help the domestic enterprises to develop from small-size to big-scale, from big-scale to strong, from strong to permanent, and to become a centennial enterprise, and its meaning is significant. The soft power of the enterprise focuses on accumulating the advantages continuously and mightily. It can not reach in one step, and can not get it done once and for all, either. Otherwise, the soft power of the enterprises will be destroyed in one day.Thus, the soft power is the most profound and most continuous personalized gene for the enterprises. Based on the above factors, establishing and improving their own soft power is an integrant strategic choice. This paper analyzes the concept of the soft power, mainly discusses the signification, the content constitution, the formation mechanism of the soft power and the reason and meaning of enhancing the soft power, analyzes the international situation, the economic situation, the own development which the Chinese enterprises facing, the public opinion and the developing situation and problems of their own soft power systematically, and in the meantime, figured the relevant strategic approach of the soft power development for Chinese enterprises.