Evaluation Of Soft Power For Fujian Maritime Safety Administration

With the rise of globalization, knowledge-based economy and the era of big data, the whole society focuses more on maritime affairs and also with higher requirement than before. As an administrative department, in order to improve their competitiveness, it needs a higher level of strategic management, adopts new administration route or way of thinking. Especially for Fujian MSA, has experienced nearly two decades of rapid development, the "hard power" has got remarkable achievements, with the integration of state administrative law water enforcement forces, further decentralization of the approval authority and the deepen collaboration of the maritime powers between China’s mainland and Taiwan, its soft power are now developing into the bottleneck. Specifically, the corresponding strategic thinking, the core values and credibility of law enforcement is misfit to some extent in practice, which needs further improvement.Therefore, this paper attempts to analyze the definition and connotation of maritime soft power by using of public strategic thinking, to describe the structure and the main factors of maritime soft power. Moreover, considering the actual development of Fujian MSA, this paper discusses the various factors of Fujian MSA soft power by using an integrated method, which includes data analysis, comparative analysis, empirical analysis and Analytic Hierarchy Process (AHP), to identify the appropriate countermeasures for each problem.This article describes the background of soft power, proposes a combined understanding of maritime soft power by domestic and foreign scholars, and other experts in other national MSA. This definition can be interpreted as a joint effort that developed in the administration and management of public services, established above the level of non-material elements of management practices, team ability and quality, policy impact, etc, includes the cultural cohesion, management practices, study and innovation, policy influence, radiation force enhancement, image perception. The enhancement of soft power can promote the Marine "three" buildings, serve the local economic development, guide the team self-construction, improve social discourse, and achieve a comprehensive strength of MSA.Based on this definition, this paper establishes the structural model of maritime soft power, proposes cultural cohesion, management practices, talent innovation, policy influence, radiation lifting force, the image sensing structure of six aspects of force, etc., analyzes the cultural 24 specific classes of the soft power, including the management class, talent class, policy type, radiation type, image, etc.. Moreover, evaluation indexes are also established based on the above-mentioned elements, a comprehensive method is also proposed to assign the weights of indexes by using expert evaluation and AHP method. The deconstruction of Maritime soft power evaluation index system provides a practical method to measure the soft power of Fujian MSA.According to the construction data of Fujian MSA in the past three years, six branches are selected and analyzed by using the extreme value standardized method for data processing. These data are also evaluated by the established model to obtain the ranking of these six branches; the results are also validated in this paper. By evaluating soft power of six branches, the overall level of soft power in Fujian overall is obtained.Based on this evaluation result, obtained the evaluation model, this paper also analyzes advantage or disadvantage of Fujian MSA.With the advanced experience of Fujian MSA and other maritime organizations, this paper presents six measures to promote the soft power of Fujian MSA, which are using scientific and cultural strategy to enhance maritime cultural self-confidence, using the institutional system to enhance management efficiency, using a good development environment to lead a high-level talent development, using the rule of law to enhance maritime comprehensive enforcement capabilities, using the people’s livelihood to promote local economic and social development, using brand strategy to enhance the overall image of the maritime, this would be beneficial for the development of Fujian MSA in the future.