Evaluation Research Of Port Soft Power

Chinese ports’throughput and the top ten container terminals have been among the best in the world, but our country’s ports have not yet been recognized worldwide as international shipping center. The reason behind this is that our country’s ports soft power is not hard. The core competition of Chinese ports includes hard power and soft power. Hard power can be improved by building ports, purchasing equipments and the like while soft power is a kind of invisible attraction, never to be intimated and surpassed.Against the backdrop of economic globalization, the port and the hinterland get increasingly connected, thus emphasizing seamless docking in the supply chain. The interaction between port and port related logistics activity has been enhanced, namely the port is closely related to its economic environment. Port soft power can reflect the port reaction and adaptation ability to the changes in the economic environment. What’s more important is the attraction to external ports. Scientific evaluation of port soft power is the foundation to improve the soft power.This paper is aimed to establish evaluation index system of port soft power from the aspects of port management, decision making, service capacity, productivity, culture, sustainable development and so on through analyzing the elements of the port soft power. Super efficiency DEA model is established to evaluate the port of soft power by using data envelopment analysis. Super efficiency DEA model can effectively distinguish the effective (performance value1) differences among decision making units and carry out effective sorting for the evaluation of decision making units.Based on theoretical researches, this paper selects12ports at home and abroad, including Rotterdam port, Hamburg, Busan, HongKong, Kaohsiung, Shanghai, Ningbo, Dalian, Guangzhou, Qingdao, Yantian port to empirical analysis evaluation, using the input output model, turning the evaluation index system of port soft power into input and output form, applying the super efficiency DEA model to calculate the rank of Chinese port soft power in the international advanced ports. This paper provides reference for taking the right development strategies for Chinese ports and improving soft power.