Strategic Public Relation: Tactical Analysis In Uplifting The Enterprise Soft Power

Soft power is a term used in international relations theory to describe the ability of a political body, such as a state, to indirectly influence the behavior or interests of other political bodies through cultural or ideological means. The term was first coined by Harvard University professor Joseph Nye in 1990. While studying and introducing the concept of Soft Power, scholars in our country regarded the soft power as a universal ideology which could be applied to all the competitive fields that are similar to international relations, especially the more and more globalized and multivariate enterprise competition. Recently, the enterprises have much wider competing areas, from the competition of product, service and management to the competition of strategy, brand and reputation.In order to uplift the enterprise's core competitive power, our enterprises has experienced three phases since the reform and opening-up: the technology import symbolized the first phase, from the eighth decade of last century, while the enterprise institutional innovation symbolized the second phase, from the ninth decade afterward. Currently, soft power is the primary characteristic, as a result of both global and domestic competition. Therefore, it is urgent as well as important to study the ways to uplift the enterprise soft power as a potential premise to promote the enterprise core competence in order to compete in the fierce global market.As the importance and urgency of the enterprise soft power grows, the author of this thesis defines the concept of Strategic Pubic Relation for the first time from the enterprise strategic level and the public relation perspective, based on the four power premises of soft power model. By building up two dimensional framework of Strategic Public Relation, it analyzes the correspondent implementation tactics according to different component of the enterprise soft power. At last, the author illustrates the rising of Huaqi Information Digital Technology Corporation as a successful case of implementing the strategic public relation. Through all these analysis, we not only extent the public relation's application area, but also provide a new perspective for the study of enterprise soft power, which means a great deal for the study of enterprise core competence.