伦敦大学学院金融学dissertation：品牌价值观念的企业软实力提升分析
Since reform and opening, China's enterprises ushered in unprecedented opportunities for development, the rapid development and growth. With the deepening of globalization, foreign-funded enterprises continue to enter, as well as local enterprises to go abroad to open up overseas markets, intensified competition among enterprises, rely on traditional rigid competitive advantage has been difficult to guarantee the win in the fierce competition. In addition, companies have a hard time getting shorter maintain a competitive advantage, and easily copied by competitors, the current competition among enterprises tends to be more flexible competitive competition. Environment is changing with the times, but also changed the soft power and hard power in the comprehensive competitiveness of enterprises in the proportion of soft power increasingly shown its unique charm and importance. At the same time, brand building are gaining in corporate leadership attention, brand value largely reflects an enterprise's soft power. Thus, the value of the brand into the enterprise can enhance its soft power study, brand value as the starting point to put forward relevant measures to enhance the soft power, resulting in fierce competition to stand out, to achieve sustainable development of enterprises.
改革开放以来，我国的企业迎来了空前的发展机遇，迅速发展壮大。随着全球化的加深，外资企业的不断进入，以及本土企业走出国门开辟海外市场，企业之间的竞争日趋白热化，单靠传统的硬性竞争优势已难以保证在激烈的竞争中获胜。另外，企业所拥有的硬性竞争优势保有时间越来越短，且容易被竞争对手复制，当前企业之间的竞争越来越趋向于软性竞争力的比拼。环境与时代在改变，同时也改变了软实力与硬实力在企业综合竞争力中的比重，软实力越来越显示出其独特魅力与重要性。与此同时，品牌建设也日益受到企业领导层的重视，品牌价值很大程度上体现了一个企业的软实力。因而，可以将品牌价值融入企业软实力提升的研究当中，以品牌价值为切入点提出相关措施，增强企业软实力，从而在激烈的竞争脱颖而出，实现企业的可持续发展。
First, the relevant theoretical review.
一、相关理论综述。
1 brand value. 1980s set off a worldwide wave of corporate mergers and acquisitions, has aroused widespread concern in the value of the brand. Having a high-value brand will bring high returns business, the brand has value is an indisputable fact. For the brand value of the main sources of business value, customers, stakeholders, three kinds of perspectives on brand value theory and research are also based on this. Enterprise value based on the traditional theoretical perspective the value of assets under increasing challenge. Domestic scholars brand value research has focused on the impact of customer brand value. Zhurui Ting, etc. [1] that is the brand itself, and the brand has to help companies maintain their characteristics and personalized products through a direct impact on consumers to improve and strengthen competition in the vertical (Manufacturer - brokers / dealers - retailers) in status and other functions so that the brand has value. Chengrong [2] From the "differential rent" theory and the theory of commodity two factors that brand value by producers with input elements and special labor market recognition elements. Stakeholder theory is that branding is not limited to customers, should all the brands stakeholders into account within the scope of these stakeholders because their success on branding has a significant impact. Zhang Yi, etc. [3-4] that is the essence of the brand value stakeholder value integration, companies should meet stakeholder value proposition, from the "brand - Customer Relationship" to "brand - Stakeholder Relations" to enhance the brand value. Comprehensive previous studies, this paper considers stakeholder brand value is based on perception of the brand and, thus, on the corporate philosophy and business practices such as the value of identity, showing support for enterprise behavior, and thus to bring the value of the brand. Brand represents the entire organization, not just products, can not be "brand" is equivalent to "organization brand." [3] brand is targeted at customers, and organize brand for all stakeholders. Brand stakeholders include customers, employees, suppliers, distributors, government and so on. Enterprises must stakeholder value needs commitment and honor, brand value depends on the stakeholder loyalty, hard work, cooperation, and to provide high-quality materials such as behavioral support
1. 品牌价值。20 世纪 80 年代全球范围内掀起的企业并购浪潮，引起了人们对品牌价值的广泛关注。拥有一个高价值的品牌将为企业带来高额收益，品牌具有价值已是一个不争事实。对于品牌价值来源的研究主要有企业价值、顾客、利益相关者三种视角，关于品牌价值的理论与研究也都是基于此。传统的基于企业价值视角的资产价值理论受到越来越多的挑战。国内学者对于品牌价值的研究主要集中于顾客对品牌价值的影响。朱瑞庭等［1］认为是品牌本身以及品牌具有帮助企业保持自身产品的个性化特色和通过对消费者的直接影响改善和强化企业在垂直竞争（ 制造商—中间商/经销商—零售商） 中的地位等功能使品牌具有价值。王成荣［2］从“级差地租”理论和商品二因素理论出发，认为品牌价值由生产者特殊劳动同投入要素和市场认可要素构成。利益相关者价值理论认为品牌塑造不仅仅局限于顾客，应将所有的品牌利益相关者都纳入考虑范围之内，因为这些利益相关者各自对品牌塑造的成败都有很大影响。
2 soft power. Soft power (Soft Power) term in the field of international relations generated by the American scholar at Harvard University's Kennedy School Dean, former U.S. Assistant Secretary of Defense Joseph Nye (Joseph S. Nye) 1990 was first proposed, he believes soft power is by attracting the ability to achieve their goals. [5] soft power produced in the field of international relations, but in itself it has a wide range of applications. http://www.ukthesis.org/jr/
Foreign scholars on soft power research has focused on the national level, for the few studies of soft power. Since domestic Wang Huning [6] First, carry out research on soft power, since the heat off a soft power research, many scholars were from the national, regional, business and other sectors in-depth study. Currently on the definition of soft power has not yet reached a consensus. Jinzhou Ying [7] from the soft capital, soft skills, soft environment point of view of the integration of "soft power is the potential for soft capital, soft technology innovation capability, strain the soft environment, creativity and innovation to form the three core soft power" will soft power is defined as the integration of these three capabilities and integration capabilities. Luo Gaofeng [8] From the perspective of recognition of the value of the soft power factor is defined as the ability of technological innovation, capital precipitation factors and environmental factors, the ability to integrate the integration of stakeholder value is to obtain recognition, the ability to produce the expected behavior of enterprises. Huang Qun, etc. [9] that the formation of soft power must be made by the corporate philosophy, values, and so the potential of soft power through interactive communication to the reality of soft power conversion. Will lead to a different understanding from different angles to build soft power. Gu Jianping [10] from the international financial crisis, background, integrity culture is considered the core of soft power, proposed to build a culture of integrity around the soft power of some of the recommendations. Luo Gaofeng [11] based on the core values that soft power is the real problem of soft power, reflecting the respect for the individual, teamwork, corporate culture, and from the three aspects create soft power
3 Comprehensive Review. From the research literature, this paper considers "soft power is the main business enterprise through the possession of specific resources, translation and dissemination, in order to attract corporate stakeholders such as object, get the value of their identity, so that they produce the expected behavior of enterprises, ultimately achieve the purpose of a corporate capacity. " Definition of soft power and its formation mechanism contained therein is beneficial for a deep understanding of soft power, while also increasing the operational reality construct. Luo Gaofeng [11] and Gu Jianping [10], respectively, by the core values and the integrity of the soft power of culture as the core to build soft power, but from the individual to give research, although seize the key, but there are some limitations. Enhance the soft power should focus on the formation and function of the entire process. Stakeholders, the role of soft power is the object, so the role of soft power is an important part of the value of stakeholder identification. In this paper, the stakeholders for the object, the brand value theory into the study of soft power, build brand value - soft power model, trying on the whole of the enterprise enhance its soft power to make recommendations.
Second, the brand value - soft power model building.
Soft power is competition in the market with respect to economic strength, equipment, technology and other hard competitive soft competitiveness sum, as opposed to hard power, soft power is difficult to replicate, and the formation of soft power longer lasting competitive advantage. Brand value is the company's intangible value, is reflected throughout the organization's strengths. The formation process of these two overlap, but the brand value is a concentrated expression of soft power, mutual promotion.
1 brand value formation. Brand is a stakeholder needs and expectations of the value of the commitment and assurance. [3] brand value stems from its corporate philosophy under the guidance of business behavior and the attendant products and services covered in the expected value of stakeholder needs. Corporate philosophy mainly by the core values, ambitious vision, corporate culture, social responsibility, and the daily production and business activities and other aspects of the specific rules and regulations of the factors that constitute. Transforming the concept of enterprise spread in two ways: direct communication and indirect communication. [8] that is directly transmitted directly to the corporate stakeholders publicity, marketing their own ideas and values. Indirect spread is through the business activities of enterprises indirectly the fact that philosophy, but through internal corporate philosophy to provide enterprises into condensation products and services into the market acceptance of consumer perception and comparison. Products and services that are hosted by the value of the value as they reflect consumers' demands, get the value of consumer recognition. The interests of consumers are satisfied with customer loyalty as the support act for enterprise, a direct result of the rapid increase in sales and earnings. Other stakeholders demand due to their behavior through corporate and product are met, will demonstrate cooperation, hard work, to provide policy support and other business support act on. Corporate philosophy is a two-way interactive transmission process, companies not only dissemination of ideas, but also from stakeholders, as well as its support for actions reflect the demands and expectations of the value of the information. Through these feedback information to enhance their own philosophy, cognitive behavior, grasp and amended so as to better and more fully meet the needs of stakeholders. All of these actions support the organization in their own way eventually turn from all aspects to bring value to the enterprise, the formation of brand value
(2) the formation of soft power. Soft power of the entire formation process that is, from the possession of a particular resource is a potential reality of soft power, soft power to convert and play a role in the process. [9] These specific resources, including hardware resource and soft resources. Corporate philosophy as a business soft resources based on the use of hard power transformed in various ways and carriers propagated to get the value of stakeholder identification, produce attractive, marking the final formation of soft power.
3 soft power and brand value of the relationship. In the brand value of the formation process, from concept to corporate stakeholders recognized the value of this part of the soft power coincided with the formation of cross coincide. The role of soft power is the result of stakeholder support act, which will bring brand value. Brand value and strength of this association so soft from the whole soft power on behalf of a company, that brand value is a concentrated expression of soft power. Brand value, to bring more positive stakeholder perception, identity, trust, and then brought up to value recognition enhancement of soft power; the other hand, play the role of soft power will also bring favorable brand value affected.
The foregoing analysis, we can draw the following models:
Third, based on the brand's soft power to enhance the value of angle measures.
1 lofty vision, enhance employee motivation. Intuitive vision is embodied corporate mission, is the company's future development blueprint, indicating the direction of the development of enterprises, depicting the company's future looks like. A wide range of stakeholders agree to get a shared vision and a strong driving force of attraction, which is the basis of soft power. Most successful companies have a vision of excellence, such as Ford's "Let the public can have a car", Apple's "Let everyone has a computer," and so on. Ambitious vision helps improve employee self-efficacy, motivate employee behavior, so as to provide consumers with higher quality, higher performance products and services, enhance brand value. Era of economic globalization, an opportunity-oriented enterprises still take dangerous. Therefore, enterprises should be based on its understanding of the status quo, based on business areas, analysis of future business environment, propose an achievable, challenging vision. First of all, to listen to the demands of stakeholders, identify the key factors, and finally concluded an extract parties' intentions can reflect a common vision. The expression of the vision must be concise, clear, distinct, complex and lengthy manifesto can only stay on the wall, and can not produce any practical effect. In addition, the vision is not just as a slogan, corporate strategy and tactics should be developed around this goal, and to strengthen the vision of communication, so that vision effectively motivate guide employee behavior, and play vision effect
(2) forming a special core values, excellent corporate culture to guide business operations. Core values and corporate culture and norms of internal guidelines behavior of employees, external display excellent management style of the enterprise, the enterprise can not be copied important source of soft power is the key to sustainable development of the company. Excellent corporate culture can unite all the staff of the wisdom, motivate staff unremitting efforts for the development of enterprises. China's current corporate staff turnover rate, staff of the enterprise loyalty is low, and cultural construction work has been quite urgent. Enterprises should be based on their own industry, to establish a line with the core values of the characteristics of their own development. Secondly, the cultural construction work should be included in the scope of the daily work of senior leadership, strengthen staff of the enterprise culture. Integrity is the business of the country, can effectively reduce transaction costs and improve corporate reputation, so we must first establish an ethical culture. In addition, in the context of economic globalization, innovation and teamwork is the only business to survive. Therefore, innovation and teamwork also as one of the core culture. In addition, each firm faces a different business environment and customer needs, enterprises should meet their development needs to build another excellent culture, forming a unique competitive advantage.
(3) Strengthen awareness of social responsibility, enhance good corporate citizen. Business as a member of society, is an important part of society.
Enterprise development is inseparable from the support of society, and therefore corporate social responsibility is the obligation. In recent years, Zijin Mining, Sanlu Dairy large number of damaging the environment and harm the interests of consumers, being healthy corporate media exposure, community reacted strongly. Lack of social responsibility not only for the company's brand cause great harm and even lead to bankruptcy. Currently the public's environmental awareness and enhance the concept of sustainable development, the community on corporate social responsibility a loud voice. Corporate social responsibility can enhance the corporate image, enhance consumer corporate identity, and then identify their products and services. First, companies should provide consumers with quality and reliable products, not false propaganda, exaggerated product efficacy. Products are the foundation of soft power, aside quality, soft power will be impossible.
Second, enterprises must be based on "people-oriented" concept, safeguard the legitimate rights and interests of employees, to provide reasonable remuneration, career development guidance to staff of enterprises and increase investment in staff training, creating opportunities for advancement for employees to achieve business and employees common development. Harmonious labor relations can reduce staff turnover and recruitment costs, and enhance the attractiveness of external talent. Finally, companies must strengthen environmental awareness, sustainable development, enterprise development can not be built on the basis of environmental damage. Corporate social responsibility is bound to increase the cost of short-term benefits to the business impact, but it can bring benefits and support government policies, consumer confidence and other benefits, greatly enhancing the enterprise's soft power
4. Enhance their hard power, soft power as the formation and role to play in providing a solid foundation. The final form of soft power soft power conversion from the potential, and this process must be based on hard power companies to be successful conversion. Hard power is the soft power of the carrier, to play the role of soft power to provide support, while also enhance the soft power hard power, the two promote each other. [9] companies must also focus on soft power to enhance their own hard power, soft power, an effect enhanced. Therefore, enterprises should introduce talents to enhance their technical superiority, to update the equipment, plant, and many other enhancements hard power, in order to create more value for stakeholders.
5 communication platform to increase efforts in building distribution channels and products, ensuring value propagation. The spread of values and philosophy is to achieve brand value, enhance the soft power of the important part. Stakeholder value recognition based on the value of the enterprise to bring them on the basis of a positive perception, which requires companies to build an interactive communication platform to ensure full dissemination of their own values and needs of stakeholders to obtain information. The rapid development of the Internet and widely used, it penetrated into all walks of life, becoming a national exchange platform. Social media era, enterprises should actively use social media to strengthen the interaction between stakeholders to expand its scope of knowledge to actively participate in the corporate brand construction. In addition, the company's culture and core values of the final condensation in the products and services, enterprises should strengthen the construction of product distribution channels to ensure that the brand value to the consumer in the circulation process will not be impaired.
IV Conclusion.
Soft power, hard power as compared to soft competitive in the global competition in the increasingly important position highlighted. The acceleration of the process of information, to business management to bring convenience and also adds a lot of challenges. Simple rigid advantages, more easily replicated beyond, business more difficult. Only the hard power and soft power combining two promote each other in order to better play hard power advantage. In addition, to enhance the soft power is a long-term process, the rapid formation of a short time is difficult, but its benefits is incalculable. Companies should be soft power building to a strategic height and long-term planning, the construction of soft power to implement all aspects of business management.
