The Research On Construction Of Port Soft Power Evaluation Index System

After20years of construction, Jinzhou port has developed from local small port into a regional important port of northeast coast. Jinzhou has become an important transit base of oil, grain, coal, loose ore and container in north China, and China’s largest domestic trade bulk grain transshipment port. Every year, the transshipment quantity of grain and coal has already more than10million tons and25million tons.Although Jinzhou port has obtained certain development and port throughput has sustained growing, the crisis and insufficiency existing in competition are not allowed to be ignored. Huludao port and Yingkow port has coincident hinterland and cargo resource competition with Jinzhou port. In addition, Dalian port and Jinzhou port also have a competitive relationship, and in contrast, Dalian port is in obvious advantage. To take the leading position in the competition, ports must improve the core competitiveness, and port soft power occupies a key position in the core competitiveness, hard power cannot achieve its effect. Throughout the world, international famous ports all have obvious advantages on the soft power, and in China, Shanghai port’s soft power is also in the lead. But, the problem that paying more attention to hard power while ignoring soft power commonly exists in most ports of China, Jinzhou port is not an exception. Jinzhou port has advantages in function of port, port environment, policy support, informatization level and human resources, etc. The shortage impedes Jinzhou port to be an important northeast port and it goes against the rapid development.Based on the above consideration, this paper puts forward some suggestions on Jinzhou port construction from a view of port soft power. First, this paper expounds the basic theory of soft power and port soft power, and made the concept and importance of port soft power clear. Secondly, it discovers the existing shortage according to analysis the present situation of Jinzhou port soft power, then puts forward Suggestions to improve. Finally, it establishes evaluation index system of port soft power for Jinzhou port, including four one class index and22secondary index.