Study On Evaluation Model Of Soft Power Of Chinese Engineering Enterprises

Chinese domestic economic has being developed very rapidly,the “Going Global” policy pursued by Chinese government reflects our wish of complementation,mutual benefit with other Countries during the economic development.With the Chinese comprehensive national strength keeping growing,as well as the “One Belt One Road” Strategy made by Chinese government which encourage domestic enterprises “Going Out”,more and more Chinese enterprises will go the international markets to find business opportunities.Overseas EPC projects are usually high-risk.Even for a world leading engineering company,it will encounter many risks when undertaking a new project.The risk mainly arisen from the fact that project is always unique,is “explicit” and could be resolved by such capable enterprises in time.The counterpart of “Explicit Risk” is “Implicit Risk”,which is difficult to be aware as it more relates to the self-inability.Although many Chinese enterprises have accumulated abundant experience in domestic market,they encounter many problems when “Going Global”;most challenges come from “Implicit Risk” other than “Explicit Risk”.The gap between the external environment requirement and Chinese enterprises’ current capability is the main cause of most risks.Hence,how to enhance the “Soft Power” becomes an urgent topic for Chinese enterprises to face when “Going Global”.This dissertation makes a close eye on the general external environment of overseas infrastructure project,trying to define the corresponding “Soft Power” evaluation element and then endeavoring to classify the ”Soft Power” capability from weak to strong,defining the weights according to expert’s opinion and analytic hierarchy process,by which means to build “Soft Power” evaluation model,aiming to provide a reference measurement method for Chinese enterprise to evaluate its self-capability and target in overseas projects,which may be helpful for Chinese firms in their overseas development.