Research On Enterprise Soft Power Evalution System Based On Fuzzy Comprehensive Evaluation

In recent years, along with the development of market economy, corporative soft power has been more and more important to the survival and development of enterprises. And the competition between enterprises has been turning into the soft power competition. The powerful enterprise soft power is the basic of the on-going and long-term development to every enterprise. Therefore, how to promote soft power of the enterprises in the future as well as to improve the competitive strength is one of the keys to success.Enterprise soft power is a king of comprehensive strength which is gradually derived from the effective resource allocation in the enterprise operation. It provides vital links between various departments of the enterprise and push the enterprise to achieve sustained and sound economic development. The soft power can not only improve the management level of the enterprise, but also improve their competition strength against their competitors. Since China joined the WTO, Chinese enterprises have been facing more enterprises from different countries. Therefore, Enterprise soft power becomes more and more crucial in the international competition.The research and its conclusion of this study are as follows,Firstly, study the literature of the relative thesis of the enterprise soft power at home and abroad to derive the concept and keys element of enterprises soft power.Secondly, set forth the concept and features of enterprises soft power, analyze fuction of enterprise soft power, choice the fuzzy comprehensive evaluation method for the evaluation.Thirdly, establishes the evaluation model of enterprise soft power which is comprised of 3 first indicators and 15 secondary indicators, including information capacity, strategy capacity and executive function on the basic of the theory of enterprise game theory, culture theory as well as competition strength theory.Build index system of enterprise soft power based on the fuzzy comprehensive evaluation method.Fourthly, take H enterprise for instance, analyze the situation of the soft power of the enterprise through the fuzzy comprehensive evaluation method and the analytic hierarchy process method. Propose the strategies and suggestions to improve the soft power of the enterprise.It is the purpose of the research to provide a theoretic guide for promoting enterprise soft power and to broken new ground for the research of enterprise soft power in the future.