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Construction of Soft Power of Small and Medium-Sized Enterprises.doc

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Construction of Soft Power of Small and Medium-Sized Enterprises.doc

Construction of Soft Power of Small and Medium-Sized Enterprises 　　Received 23 July 2012; accepted 14 October 2012 　　Abstract 　　Enterprise soft strength is a part of core competitiveness of the enterprise, so this paper takes small and medium-sized enterprises as research object to introduces the meanings and characteristics of enterprise soft power, and it puts forward the main contents of soft power of small and medium-sized enterprises and the problems which are existing in the process of construct enterprise soft power, and then the author gives the countermeasures to improve the soft power of small and medium-sized enterprises.Key words: Enterprise soft power; Small and medium-sized enterprises; Construction 　　LI Hongyu, LIU Meiyue, ZHAO Jiayi (2012). Construction of Soft Power of Small and Medium-Sized Enterprises. Cross-Cultural Communication, 8(5), -0. Available from: /index.php/ccc/article/view/j.ccc.1923670020120805.ZR0065 DOI: /10.3968/j.ccc.1923670020120805.ZR0065 　　1. THE MEANING OF THE ENTERPRISE SOFT POWER 　　During the process of the soft power’s force and influence are more and more recognized and valued, some scholars and entrepreneurs introduce this concept into the enterprise competition, and make it as the important concept and parts to construct the enterprise core competitive advantage. Enterprise soft power is the main factor built by enterprise culture, enterprise organization model, behavior standards, value concept, management science, innovation ability, brand strategy, credibility?of?corporate social, enterprise internal and external environment to influence the long-term and basic and strategic of the enterprise development. 　　The enterprise soft power is opposite to the enterprise hard power. Enterprise hard power is mainly refers to the capital, scale, profit, the plant, equipment, production and business facilities and enterprise employees. Enterprise soft power is to show the enterprise tenet, values, innovation mechanism,