Enterprise's Soft Power And Analysis Of The Key Factor In It's Formation

With the progress of the times and economic development, the competitiveness of an enterprise has not only rely on its equipment, capital, profit and other "hard" index. Enterprise's soft power such as unique social reputation, market credit and brand influence also affects people's cognition of enterprises, which affect the long-term development of the enterprise. Enterprise's soft power is an important component of core competence, and it is more and more important in the enterprise's development and construction. Enterprise innovation capacity is the growth factor and key factor of enterprise's soft power. This paper systematic research the influencing factors of enterprise's soft power, which is based on full analysis to the connotation and extension of enterprise's soft power, and then we find main problems in it's formation through evaluating the efficiency of key factor using the method of DEA, that is the key problem of innovation resources allocation problem effectively. Therefore, enterprises should make full use of the existing institutional mechanisms and policy measures, vigorously carry out innovation activities and fully mobilize enterprise internal and external innovation resources, to create their own brand and to be recognition of the various stakeholders, so as to enhance enterprise's soft power.