Based On The Stakeholder Perspective Of Soft Power And Its Components Research

In the1990s，Harvard University professor Joseph Nye firstly put forward theconcept of Soft Power that based on international political. Then many scholars carriedout some useful exploration and research on the macro-areas, such as the state andregional soft power. In the wake of the competition increasingly fierce, enterpriseshave not been relying solely on the capital, scale, profit and other "hard" resource,enterprise’s "soft" resource such as cultural ideas, social reputation, market credit andtalented person unceasing affect people’s cognition, which is the new sources ofcompetitive advantage. The demand of practice development making a increasingnumber of experts turn to study the microscopic field, they discussed and researchedon the soft power from different perspectives, which has played a certain role to guideenterprises to cultivate and enhance the soft power.According to reviewing and summarizing the previous theoretical studies, thispaper offers the research on enterprise soft power based on the point of stakeholders byusing literature research, quantitative and qualitative analysis, charts analysis and casestudy.Firstly, this paper defines the concept of enterprise soft power from theperspective of the stakeholders, and explains the formation process of enterprise softpower, divides the process of enterprise attracted to stakeholders into three stages,including perception, understanding and recognition, further, points out the reasonswhy stakeholders approbate company is that the enterprise meets their interestrequirements, and then analyses the transfer process of enterprise’s soft power base onstakeholders identity. Secondly, this paper builds a structural model of enterprise softpower according to the different interests of core stakeholders, dormant stakeholdersand edge stakeholders. Afterwards proposes that enterprise’s soft power is mainlycomposed of corporate culture, staff management, image influence and organizationalresponsibilities. and then expounds the structural model of soft power from the fourdimensions. Based on the structural model, this paper establishment the componentssystem, which including4level indicator,9secondary indicator and25three indicator;Thirdly, this paper explains the comprehensive strength of specific case, and range thefactor by executing questionnaire to stakeholders and using AHP, so as to provides areference for this enterprise to enhance the soft power; Finally, this paper generalizesshortcomings and research prospects of the article.