| China’s port throughput, fleet size and shipbuilding tonnage has been top in the world, there is no doubt that China has been a big maritime country, but it is not a shipping power and there is not international shipping center that universally recognized. The main reason is that our shipping soft power such as shipping policy, service, and culture is weak. Shipping soft power is the core competitiveness of shipping industry, and its influences are more than hard power. Therefore, it’s necessary to promote our country’shipping soft power to turn our country into a shipping power.Since Joseph Nye puts forward the concept of soft power, the research on soft power was gradually carried out around the world, and the view that soft power is a kind of core competence has been widely accepted. Research on shipping soft power is still little now, and the current study often focuses on basic concept. Specific elements and evaluation of shipping soft power is still in blank field. It’s of great significance to conduct a thorough research to shipping soft power.Based on the above background, this article starts with introducing the concept of shipping soft power, refines six major elements and12specific elements of shipping soft power, clarifies boundaries and scope of shipping soft power.Then it uses Herbert Simon’s "target to means", through layers of recursive analysis, constructs the evaluation index system of shipping soft power, including6first-level indicators,12secondary indicators and144tertiary indicators, thus establishes a solid foundation for the evaluation of shipping soft power. According to the characteristics that evaluation indexes of shipping soft power are difficult to quantify, this article establishes AHP fuzzy comprehensive evaluation model, providing the basis for the evaluation of shipping soft power. Through the method that combining AHP and fuzzy comprehensive evaluation method, the paper made an evaluation of the shipping soft power of China, the United Kingdom, the United States, the Netherlands, Germany, Belgium, Singapore, Japan and South Korea, the levels they are on respectively are obtained. Finally, according to the evaluation results, it puts forward strategies to improve China’s shipping soft power. |
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