Research On The Structural Model Of The Enterprise's Softpower

Based on the review of literature concerned, this paper tries to construct and analyze the structural model of the enterprise's softpower to carve a way for the theoretical research of the enterprise's endogenous capability, as well as to provide a theoretical basis and practical guidance for enterprises improving their competence and building to last.The enterprise's softpower is a kind of composite power produced during operation, which can integrate the enterprise's resources effectively. It is able to dominate stakeholders' willingness and help the enterprise to achieve its object. The enterprise's softpower is crucial to the enterprise's long-term survival and steady development, but hard to be copied by its competitors. So in this sense, we can say that the enterprise's softpower is the enterprise's core competence.The softpower is originated from not only the flexible-intangible resource, but also from the new resources produced by integrating the flexible-intangible resource with other resources. These new resources can burst forth grater energy which counteracts on all enterprise's resources, and improves the enterprise's capability to achieve its object.The enterprise's softpower can be described as the power of generalized corporate culture. It is constructed by 4 key factors: the core thoughts, the core tactics, the strong action and the identity with brand. Each key factor includes 4 sub-factors. The core thoughts include: human-oriented, being practical and enterprising, study and innovation, and collaboration. The core tactics include: standard, process, structure, and relation. The strong action includes: free communication, earnest execution, fast reaction, and effective control. The identity with brand includes: scene, people, product, and propaganda. The strength of thought, the strength of tactics, the strength of action, and the strength of image constitute the 4 dimensions of the enterprise's softpower respectively.The structural model of enterprise's softpower can provide valuable guidance for the enterprises to build their softpower. To build the great softpower, enterprises should set up and hold on the illustrious core thoughts, innovate continuously the core tactics, act quickly and actively, as well as shape and maintain the brand-image carefully day in and day out. The leader plays an irreplaceable important role in this process.The structural model reveals 4 dimensions and 16 criterions of the enterprise's softpower. It presents a theoretical framework for developing the survey of the enterprise's softpower, which will carve a way for further quantitative research.It also has reference value for constructing the structural model and developing the survey of regional and even national softpower.