Study On Establishing And Application Of Private Enterprise Soft Power

"With the increasing trend of economic globalization, competition among enterprises is no longer confined to the capital, equipment and the size of "hard power" of competition, but the "soft power" including images, culture, brands and so on. The comprehensive strength of competition, caused by such enterprises’soft power is more unique and difficult to copy. Especially some Chinese private enterprises, because of congenital deficiency and acquired vulnerability, the entrepreneurs of them have realized the importance of soft power and they have put soft power’s building on the agenda so that they can enhance the competitiveness of enterprises. The practice requirements of enterprise promote the development of theory. Numerous scholars transferred Joseph Nye’s soft power theory from macro to micro. Since then, soft power becomes the focus of firm-level studies.At present, the academia studies private enterprise, enterprise evaluation of soft power and soft power a lot, but there is no uniform definition about soft power of enterprise. Study on evaluation of enterprise soft power is more rarely, and most study lack scientific support and practicality in the rating index selection phase. Based on the theory of soft power and private enterprises, this article redefines the enterprise soft power and designs soft scale and strength evaluation of key indicators of private enterprise research combined private enterprise features. According to data feedback, this article uses SPSS 19.0 to analyses data in a discrete, focused and coordinated way, and extracts the key evaluation indexes of enterprise soft power. Finally the essay constructs evaluation system and model of private enterprise soft power by using FAHP.After research, the essay has drawn a conclusion:first, soft power gradually comes into being in the process of long-term development of enterprises, and the soft power has been shared by various objects inside and outside the enterprise. The soft power makes the intended behavior of an invisible core competitive ability of enterprises. Meanwhile, this invisible ability can demonstrate through tangible actions, and it’s unrepeatable and difficult to imitate. Second, the soft power evaluation system for private enterprises includes 6 level indicators:corporation images and culture, business management capacities, human resources capacity, and integration ability of enterprise resources. In addition, there are 27 secondary indexes which can be used to evaluate the soft power. According to the existing model of private enterprise soft power, we can construct another model, and the practicability of the model can be verified by large amounts of cases. Third, For different from present theoretical derivation or subjective themselves evaluation index system of the build process, this article focuses on private enterprises as the research object,combining with the characteristics of private enterprises, through the survey data analysis is suitable for soft power evaluation index system for private enterprises.