Study On Enterprise Soft Power And Evaluation System

In recent years, the research institutions and scholars of business and academic at domestic and international carried out some useful exploration and research on the issue of the enterprise soft power from different perspectives, which played a role on promoting the company to enhance its soft power companies by nurturing and guiding. This paper attempts to promote enterprise and improve the cultivation of soft power by researching the theory and evaluation method of enterprise soft power.In the course of this study, completing this paper by comprehensive use of comparative analysis, combining quantitative and qualitative analysis, comparative analysis, system analysis, depth case analysis, chart analysis method. Follow the logic system which from theoretical model of enterprise soft power to evaluation index system and evaluation, then the analysis, we proposed and established a more complete evaluation system of corporate soft power and then carrying out an empirical study, which based on new research perspective, and then by means of advanced mathematics and computer tools. Specific tasks are as follows:(1) This paper studies the documentation of the thesis of the domestic and foreign enterprise soft power and Its related evaluation, clarifies the related concepts and model of the corporate soft power, combs the relevant content of the enterprise soft power and stakeholders, establishes the model of enterprise soft power which based on the theory of stakeholder, summarizes the composition of the enterprise soft power, which including the force of social responsibility, corporate culture, corporate image, public relations ability and resources to integrating force.(2) According to the setting principles of Index of evaluation, the paper builds Index system scientifically, which including 5 level indicators,15 secondary indicators and 44 three indicators, then uses the Delphi method which based on the analytic hierarchy process to set the Index weight respectively, and carries out the method of evaluation.(3) Paper combines the actual situation of a certain tobacco commercial enterprises which belongs to fast moving consumer goods industry in our country, executes field investigations and studies and questionnaire, uses fuzzy comprehensive evaluation method which based on the fuzzy math to do empirical analysis, which to test and verify the science and feasibility of theoretical evaluation system.(4)Finally, the paper proposes countermeasures to develop and enhance the enterprise soft power. That the enterprises to shoulder social responsibility, strengthen the building of enterprise culture, a comprehensive build corporate image, improve public relations, efforts to optimize resource integration.