The Influence Mechanism Of Corporate Soft Power On Corporate Performance And Empirical Research

In the product homogeneity competition era, the nature of competition is alsoundergoing profound changes. The competitive advantage of enterprises is more and moredoes not depend on the size, products, capital and other hard power category, but moredepends on the social responsibility, technology innovation, human resources, such ascorporate image and brand category of soft power. Corporate soft power is a kind ofspiritual productivity, and it can be converted into material productivity, improving laborefficiency and economic benefits, it has become the most important power in developingthe corporate.Based on the above consideration, based on the mechanism of corporate soft power’sinfluence on the enterprise performance and empirical research for the topic, on the basisof literature review, aimed at to defined connotation of corporate soft power, to establish arelatively complete enterprise soft power analysis framework, explaining corporate softpower and the internal logic relations of enterprise performance, an empirical analysis tocustomer perceived value as the intermediary variable and the empirical analysis ofcorporate soft power mechanism of enterprise performance. Using SPSS statisticalsoftware for sorting, research and analysis to the data collected through questionnaire, andon this basis to get the corresponding empirical results, verified in this paper, the basic oncorporate soft power, the relation between customer perceived value and enterpriseperformance idea, according to the empirical study results analysis and discussion, andputs forward the management of the realistic enlightenment.Research shows that:(1)The dimensions of corporate soft power to different degrees ofthe influence of customer perceived value: corporate reputation and corporate socialresponsibility has a significant positive effect on customer perceived value, enterpriseculture social value has significant positive influence to customers, but the enterpriseculture social values have no significant effect on customers. At the same time, theemotional value for customers, enterprise reputation effect is greater than the corporatesocial responsibility; Social value for customers, the enterprise culture effect is greater than the corporate reputation and corporate social responsibility.(2)The two dimensions ofcustomer perceived value on corporate performance: the influence of social value customeremotional value and customers all have significant positive effects on businessperformance. At the same time, for business performance, customer social value the effectof emotional value is greater than the customers.(3)The dimension of corporate softpower’s influence on enterprise performance level is not the same: corporate culture,corporate reputation and corporate social responsibility have significant positive effect onbusiness performance. At the same time, for business performance, corporate reputationeffect is greater than the corporate culture and corporate reputation.The article thinks, improving business performance should focus on the promotionenterprise’s reputation and good reputation will enhance the confidence of the customerproducts and services to the enterprise, the enterprise can win the price advantage and ahigh purchase rate, so as to improve enterprise performance. In addition, in order to obtainsocial recognition and meet the needs of communication with self-esteem should payattention to the social value of customers to improve corporate performance.