Enterprises should be based on their actual situation, choose the most appropriate latitude started
Many Chinese enterprises rapidly growing tide of reform and opening up, the accumulation of funds in the scale and strong, "hard power." But, in terms of soft power, there are still significant shortcomings. Soft power shortage, so many try to go out, domestic enterprises to develop overseas markets suffered a Waterloo.
Soft power is kind of attractive
Soft power can help companies attract the best talent, attract customers, is a powerful "attraction" for the Chinese enterprises to go critical. The failure of Chinese companies overseas acquisitions, most due to lack of soft power. Such as TCL Thomson M & A after the TV business, "indigestion" caused huge loss, not because of funding problems TCL, but its management, corporate culture, soft power powerless. Management skills are universal, global common, but most Chinese companies have not put such a universal culture is rooted into the enterprises to.
While recognizing the importance of soft power, many companies in the specific implementation will no start. Soft power has four dimensions: a technical and innovative leader in the management and charismatic leadership, a sense of responsibility and influence of corporate citizenship, and seize the customer's desire for material and spiritual. These four dimensions, can in fact be the soft power of the four corporate performance, enterprise should be based on the actual situation of their own, choose the most appropriate latitude to start.
Currently in training on soft power, domestic enterprises prominent point is that paying attention to corporate social responsibility (CSR). Such as baby milk producers have been concerned about the beta for the U.S. Orphan, Wong Lo Kat herbal tea manufacturer in the generosity of the Sichuan earthquake relief efforts, received recognition and appreciation of consumers.
Domestic enterprises also second in the soft power dimensions of "attractive management and leadership" over the top efforts. Many successful multinational companies aim to succeed in this regard, such as the UK's Virgin Atlantic Airways, said the airline's name, we can think of their innovative, lively, and respect for freedom of the brand. The adventurer Richard Branson's background, but also for the Virgin brand into the novel, the courage to break the brand connotation.
Business leaders is itself a banner business is a corporate brand "feature." Jobs such as the character of the apple fierce, determined to reform the Jack Welch of General Electric, trustworthy and self-discipline of the Matsushita Electric Industrial Co. Matsushita, even in China is also widely known, their management skills and personal experience widespread . Currently there are a lot of the famous entrepreneurs, they intellect, and who have special skills, but its international reputation is not satisfactory, Chinese entrepreneurs in this area there are a lot of room for growth.
In addition, technological innovation, the Chinese companies was inadequate. Good imitation of Chinese enterprises and the introduction of technology, imitation is very convenient, very fast, will bring Chinese enterprises issued after a number of advantages, but based on the advantages of imitation difficult to maintain, but also difficult for Chinese enterprises to go abroad, based on international market . Now many Chinese enterprises have realized that the final copy is a "dead end", and efforts began to business innovation and business innovation. Such as Huawei, on the people they have a huge R & D team, huge amounts of money each year to R & D, this R & D and technological innovation in domestic firms is rare, it is this pair of intellectual property rights attention, helping Huawei's rapid rise.
With the convoy system
Soft power of culture and development needs "system" to protect it. To institutionalize the development of soft power that can guarantee the continuation of soft power, but also to the enterprise "going out", it will be easily copied to the soft power abroad, overseas staff and customers to accept and be convinced.
The next 5 years, a large state-owned enterprises will be the mainstay of the Chinese economy, but the non-state small and medium enterprises to promote China's economic growth will become a new driving force. These SMEs success will depend largely on business when the family is not able to learn and apply international advanced management concepts, training of talent to create good enterprise soft power.