Analysis On IBM's Soft Power And Its Revelation

In the era of economic globalization,the competition between enterprises has become fiercer and fiercer,while the essence of competition also witnesses a deep change.The rivalship between enterprises has upgraded from hard power in terms of capital,scale,technology to soft power represented by ideas,value,social reputation and renovation mechanism.The soft power of businesses has acquired more attention,recognition and emphasis,gradually becoming an important strategic assets,influencing and determining the competitiveness of enterprises.IBM, as the representative of multinational corporations of developed countries,has cultivated powerful soft power during its management and competition across borders,and these soft power constantly help them create effectiveness,surpassing such hard power sources as machines,workshops and capital.Chinese enterprises,as new and young counterparts,need to learn creatively from forerunners like IBM,cultivating their own soft power.The thesis firstly dissertates systemically the soft power of enterprises on the basis of the summarization of relative researches on this aspect,defining the connotation of soft power of enterprises,analyzing the inscape of soft power of enterprises,establishing the composing system of soft power of enterprises,anatomising the forming process and working mechanism of soft power of enterprises,probing into the relationship between the soft power and the competiveness of enterprises.Secondly,taking IBM as a case study,this article conducts a deep analysis of the soft power of IBM on four composing elements---culture,image,conformity, innovation.In the end,taking IBM as a pole,the thesis pointed out that our enterprises could upgrade our soft power by establishing prominent corporate culture,figuring good corporate image,cultivating ability on simplification,out-source,and conformity,constantly increasing the innovation activities facing customers,dedicating to inspiring staff's wisdom.