Application Of Corporate Soft Power To Olympics Market

Just like Olympics spirit, Olympics market is never out. It draws more our attention than before because it gives enterprise manager more inspirations and thoughts.Coca-cola company, Samsung company and Haier Group attract attention of large numbers of corporations'due to their successes of Olympics market. Many corporations try to imitate their market, but they all failed at last. They cannot approach the goal that has made when they learn from Haier Group and other companies. Why this kind of market is not copied and imitated?In Olympics market, sponsors and none-sponsors both attend these market actions, which distribute spectators'concern. How can corporation choose better market model which is not similar to other companies?This thesis will answer these two questions.The success we can see is only a surface phenomenon of market, a corner of an iceberg. While the nature of success cannot be seen. However, the part under the iceberg is more important, that are process, system, mechanism and so on. This part is always ignored by corporation managers. It is why Olympics market is not copied or imitated, and why many corporations cannot extricate themselves from homogeneous Olympics market competitions.This thesis will innovate McKinney 7S Model Theory which involves seven elements: Structures, Strategies, Systems, Staff, Skills, Styles and Shared Values. This article believe that corporate soft power consists of these 7 parts, while 7S Model Theory says that only the last four parts make up corporate soft power. This thesis tells us Haier company how to use corporate soft power to implement Olympics market strategy. Then it is only corporate soft power is impersonated by other corporations that market campaigns can be copied by others.The application of corporate soft power to Olympics market will bring us extensive inspirations:Inside company, the most important factors are not visible things, just like cash, profit, products, and so on. The most important and imperial thing is invisible corporate soft power. It does so just because the former displays the past of corporation, while the latter shows us the future of corporations. Corporate soft power makes company win in the future.In the latter stage of management scope, visible resources can be imitated easily while invisible resources can't. The trade barrier becomes weaker, the attention of entrepreneurs on corporate competitive will switch to invisible resources. Corporate soft power is a type of power that can attract inside resources, which involves 7 elements that mentioned above. In contrast, soft power resources are different from hard power resources in two ways. One hand is that the soft is recycling used, but the hard only use once; the other hand is that the soft can be shared with other, but the hard is not.The distinguishing feature of development of corporations in new economic times is: the success of company relies on ingenious application of corporate soft power.