An Reseach On The Measurement And Comparison Of The Regional Soft Power In Inner Mongolia

At the beginning of90’s in the20th century, Nye Joseph,Americanscholar proposed the concept of “Soft Power” for the first time, then“Soft Power” has been widely attentioned by the scholars andpoliticians.In our country, the communist party17th Congress asked totake “Enhancing the Soft Power of the national cultural " as a nationalstrategic task, into the overall deployment. Many areas also take thepromoting of Regional Soft Power as an important way to furtherimprove the regional competitiveness, take it into the agenda of the partycommittees and governments at all levels. Inner Mongolia has beenkeeping high growth in economy in the recent years, in2011, the GDP is1.598834trillion yuan, increased by11.7%, but at the same time we alsoface with resources and environment and a series of problems, so wemust change the pattern of economic development, make sustainabledevelopment, finally realizes the social harmony and stability. To achievethis goal, we must strengthen the construction of the Soft Power.On the basis of previous studies, this paper thinks: soft power is such apower based on the immaterial factors such as culture, system andpeople’s quality, it’s able to enhance the subject’s own developmentpotential, and it can influence the concept of other individuals or units,and it reach goals by soft means.“Regional Soft Power” is a spaceextension on the concept of “Soft Power”, in this paper, we discribe“Regional Soft Power” like this: It’s a power Constituted by theelements of Regional Culture, Public Services, Population Quality andRegional Image, it can improve regional competitiveness and realize theregional sustainable development.On the basis of the four elements of the Regional Soft Power, this paper selects11indicators to constitute the index system, in order toprovide the Theory foundation to measure the Regional Soft Power. in thestage of empirical research, in order to horizontal and vertical comparison,we select the actual statistics data of the national31provinces in2011,and the data of Inner Mongolia in2002-2011, all the data from “ChinaStatistical Yearbook2012” and “Inner Mongolia Statistical Yearbook”(2003-2012). In the process of the empirical study we need to build a datamodel, use the Principal Component Analysis (PCA) and SPSS softwarefor data description and analysis, calculate the weights According to thecomponent matrix, finally concludes that expression and the results.The research results show that for nearly10years, Regional SoftPower construction in Inner Mongolia has made a progress, thecomprehensive score of the Regional Soft Power grows at the rate of6.2%on average annual, the elements of Regional Culture, PublicServices, Population Quality and Regional Image grow at the rate of4.1%,3.8%,5.3%,14.1%on average annual respectively. But knownfrom the horizontal comparison results, the Regional Soft Power in InnerMongolia is still in a relatively backward position, the comprehensivescore of Regional Soft Power is0.6, ranked the25th, and the elementsof Regional Culture, Public Services, Population Quality and RegionalImage respectively scored0.56,0.95,0.31, and0.63, and ranked in the27th,23rd,23rd,24th respectively. Regional Soft Power in InnerMongolia needs to be promoted because it’s far behind the level of thesoutheast coastal areas.To promote the Regional Soft Power in Inner Mongolia, first of all, weshoud carry forward the grassland culture of honesty, open andenterprising, protect the grassland culture heritage, develop the nationalculture to lead healthy growth of the colossus; Second, we shoud createservice government to improve the public service ability, do good job inmedical and health services, employment services, pension securityservice; Third, develop human resources to improve the population quality, we shoud protect people the rights for education, improvepeople’s moral quality and innovation ability; Finally, strengthen theconsciousness of image to establish the good regional image, we shoudset up good brand image and tourist image, at the same time, make moreefforts to propaganda.