The Study Of Cultivating The Enterprise's Soft Power Based On The Organization Identity

With the development of science and technology, the phenomenon of product homogeneity is more and more common. In the increasingly fierce competition of the market economy condition, it is intangible factor that is becoming very important but not the product itself. The competition between enterprises is no longer merely "hard power", such as funds, products. But now it is more prominent culture, values, innovation, etc. And those without cultural connotation influence of enterprise and brand, it is difficult to get organized from members of the organization, consumers, and other stakeholders. The enterprise's soft power is an enterprise competition ability,which can attract stakeholders in the process of enterprise operation. And that Enterprise stakeholders' recognition is the carrier to attract them. So from the members of the internal organizational identity and consumer identity angle, the article analyzes factors which effect stakeholders' recognition. Accordingly, the enterprise's soft power model is constructed, and it provides theoretical basis for cultivating the enterprise's soft power.This research mainly adopts the qualitative research methods. This paper reviews the literature about the organization identity, and summarizes the influence factors of organization identity of the organizational members. It is the model of the influence factors of organization identity of the organizational members. To consumer, for example,the article puts forward the conceptual model of the consumer identity on the basis of previous studies. Through the above analysis, the article puts forward the enterprise soft model based on the organizational identity. For consumers, there was business reputation, the social responsibility of the enterprise, consumer experience and so on. While business reputation and the social responsibility of the enterprise also influence of other stakeholders. But the formation of the enterprise internal stakeholder identity is mainly through organizational factors (enterprise reputation, corporate culture, etc.), personal factors, and environmental factors. In a certain extent, the model provides the basis for cultivating the enterprise's soft Power.