Academic journal article Cross - Cultural Communication

Construction of Soft Power of Small and Medium-Sized Enterprises

Academic journal article Cross - Cultural Communication

Construction of Soft Power of Small and Medium-Sized Enterprises

Article excerpt

Abstract

Enterprise soft strength is a part of core competitiveness of the enterprise, so this paper takes small and mediumsized enterprises as research object to introduces the meanings and characteristics of enterprise soft power, and it puts forward the main contents of soft power of small and medium-sized enterprises and the problems which are existing in the process of construct enterprise soft power, and then the author gives the countermeasures to improve the soft power of small and medium-sized enterprises.

Key words: Enterprise soft power; Small and medium-sized enterprises; Construction

1. THE MEANING OF THE ENTERPRISE SOFT POWER

During the process of the soft power's force and influence are more and more recognized and valued, some scholars and entrepreneurs introduce this concept into the enterprise competition, and make it as the important concept and parts to construct the enterprise core competitive advantage. Enterprise soft power is the main factor built by enterprise culture, enterprise organization model, behavior standards, value concept, management science, innovation ability, brand strategy, credibility of corporate social, enterprise internal and external environment to influence the long-term and basic and strategic of the enterprise development.

The enterprise soft power is opposite to the enterprise hard power. Enterprise hard power is mainly refers to the capital, scale, profit, the plant, equipment, production and business facilities and enterprise employees. Enterprise soft power is to show the enterprise tenet, values, innovation mechanism, enterprise culture, behavior standards, social responsibility consciousness which is condensing into social reputation, market credit and brand influence. A systematic enterprise soft power system is an organic mechanism collecting ideas, vision, mission, goals, environment, rules, cultivation and incentive, warning and supervision. For a particular enterprise is concerned, the soft power's performance in the company's interior is the cohesion, innovation mechanism and efficiency formed by good enterprise culture. The soft power's performance in the company's external is the enterprise social prestige, the enterprise brand, industrial integration and the actual control ability to industry network. The company which has these cannot imitate and copy ability, is in absolute advantage of the resource efficiency, obtaining market opportunities, and winning the customer, low cost financing.

2. THE RESEARCH ACTUALITY OF ENTERPRISE SOFT POWER AT HOME AND ABROAD

2.1 Domestic Research Status

Wang Hongliang (2007) considered that enterprise soft power is the enterprise culture reveals the strength and competitiveness, the cohesive force and endurance, flexibility and centripetal force, execution and can power, the power of learning and innovation, the right power and affinity. Gao kun (2006) defined the enterprise soft power as a kind of institutionalized ability, which is the institutional system and code of conduct established by enterprise during long-standing business dealings. Xie Zuchi (2007), who is from Booz Allen Hamilton consulting company, said: The soft power is a kind of ability to attract and influence the stakeholders to support the enterprise development.

Han Bo and Jiang Qingyong (2009) believed, enterprise soft power is the process of enterprises develop the human capital and social capital, or is the enterprise directly to resort to the heart, external occupied stakeholder heart, and internal achieved the enterprise purpose rely on employees' mental employees. Huang Guoqun, Xu Jinfa (2008) considers, the enterprise soft power is an ability of the enterprise's main body to attract enterprise stakeholders, to get their value recognition through a specific resource possess, transfer and communication, so that they produce enterprise expected behavior, and finally reach the purpose of the enterprise. Hao Hongyi (2008) defined the enterprise soft power as the indispensable nonphysical force which is based on enterprise hard power to affect stakeholders and other social object to identity, accepts and supports itself, and finally achieves the enterprise's anticipative goal, which is the driving force to effectively enlarge enterprise's hard power and realize the sustainable development. …

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