The Study On Enterprise Soft Power Evaluation Of Fujian Tea

The United States subprime mortgage crisis has triggered a global financial crisis, and caused huge disasters to the world economy, and many companies, including some multinational companies, have closed down. Thus, academia, entrepreneurs, enterprises and other organizations or individuals, began to reflect the original business model, whether the pursuit of hard targets, facilities, scale have disadvantages, whether strengthening the investment and construction soft side has necessity. With the economic recovery and the results of academic research, we find that, by nurturing and building soft power, companies can avoid some of the potential risks in response to uncertain market environment.The concept of soft power was proposed by Joseph Nye proposes first. Later, scholars, including Joseph, continue to study and improve the theory of soft power, soft power extends from national level to multiple levels, including enterprise soft power. Fujian tea industry is one of an important industry in Fujian, many advantages makes Fujian tea have a place in the domestic and foreign markets. However, the soft power of tea companies show uneven. With the growing number enterprises in Fujian, some problems need to be resolved, their soft power needs to be evaluated, enterprise soft power needs to be nurtured urgent. Thus, we can solve the bottleneck of the follow-up development and enhance their overall strength for Fujian tea companies.This paper studies the following: (1)On the basis of commenting on the related theoretical study at home and abroad, drawing on their research, deducing and explaining meaning of enterprise soft power; (2) Describing and analyzes the status of the development of enterprises in Fujian tea industry and soft power status, finding some problems in the process of enterprises development; (3) Based on the theory of corporate culture, corporate social capital and core competence; taking science, comprehensiveness, feasibility, objectivity as construction principles; constructing evaluation index system of soft power of tea companies from corporate culture, influence, social responsibility, innovation ability, management ability; and determines the use of AHP and fuzzy comprehensive evaluation method to assess the soft power of tea companies; (4) Taking S enterprises in Fujian, for example, evaluating the soft power of Fujian tea companies, and presenting some countermeasures and suggestions to enhance the soft power of Fujian tea companies.