A Study On The Evaluation Index System Of Enterprise Soft Power

In the1990s, American scholars Joseph Nye based on international political putforward the concept of Soft Power firstly. In the era of economic globalization, thecompetition between enterprises is increasingly fierce. But the nature of the enterprisecompetition has been changed. Enterprise culture idea, core values, enterprise credit,innovation, etc, as a representative of the soft competition level replaced the capitaland the scale of the enterprise become the main competition model of enterprises.Enterprise soft power is more and more attention, and gradually become the keycompetitive force of the enterprise. Practice development drives in-depth theoreticalstudy. A growing number of experts to study the shift from the macro-areas to themicroscopic field, the soft power of applications are ranging from the soft power ofthe State gradually extended to the regional soft power, and expand to enterprise softpower. Based on the theory of soft power, combined with theoretical studies ofcorporate culture and core competitive power, the paper gives a summary analysis ofdomestic scholars on the soft power of the enterprise, combines the quantitative andqualitative research methods, and strives to design a comprehensive evaluation systemof soft power of the scientific enterprise, and then applied to practice, to evaluate thedevelopment of soft power. Finally, the findings and recommendations of the studyare to provide reference for the practice decision-making of enterprises.The purpose of this paper is on the basis of theoretical studies, applyingquantitative and qualitative research methods to establish the evaluation index systemof soft power. The papers consist of seven parts: The first part is to elaborate thebackground and purpose of the evaluation index system of soft power. The secondpart is literature review of the soft power as well as related theoretical studies, and thesecond part is definition of the concept of soft power and the characteristics of itsmain factors. The third part is to sort out the evaluation of soft power on the basis ofthe theoretical study and survey and design. The forth part is to establish and use ofsoft power evaluation index system, using factor analysis to establish the evaluationindex system of soft power, and the use of AHP (Analytic Hierarchy Process) to determine the weight of evaluation index system and practical applications. The fifthpart is to enhance the soft power response from the five dimensions of corporateculture, corporate creativity, and corporate image force, the power of enterprise talent,resources integration force. The sixth part is a summary of the theoretical andempirical research papers, and put forward outlook.