On February 23, May 7, he was lucky enough to attend the "Hong Kong City University Business School appointed Dr. Wang Jianzhou as a special Professor ceremony and" Leaders Forum ". As the boss of China Mobile, Wang Jianzhou is very confident and proud, the topic of his speech is brand and soft power. In the face of some sharp questions raised by the students, the answers are reasonable and smooth. As a student at the City University of Hong Kong, Amon listened carefully, took positive notes, and reviewed the students after class. However, Amon was still interested in the word "soft power, other things seem to be doing propaganda and advertising. What is the soft power of an enterprise? What does it do? What is the soft power of our company? Wang Jianzhou's definition is: "soft power includes elements such as corporate behavior norms, core values, social responsibility, company brands, and innovation capabilities ." In fact, this concept was first proposed by Joseph neat, dean of the Kennedy School of Political Science at Harvard University in the 1980s S. He calls military, economic, technological, and other forces hard power, the attraction of political systems, the appeal of values, the appeal of culture, the persuasiveness of diplomacy, and the charm and affinity of leaders and the national image are referred to as soft power. It is very easy for us to extend two concepts into an enterprise, that is, the hard strength of an enterprise is hard indicators such as equipment, plant, capital, personnel size, and profit, the soft power of an enterprise refers to the enterprise's organizational model, behavioral norms, value concepts, management level, innovation ability, corporate culture, brand strategy, corporate social credibility, internal and external environment harmony index, and other factors., obviously, these seemingly illusory things are more important, persistent, and influential for enterprise development. Looking at large and small enterprises in China, we are sadly aware that we are all fighting for strength, and our bosses seem cool at the beginning, because they like to talk about capital, scale, and profit, and of course there are brands and cultures, but these seem not very important to them, even our top 500 companies, for example, China Petroleum, Sinopec, Bank of China, Industrial and Commercial Bank of China, and China Construction Bank, we are more impressed by their large and rich experience, and sometimes linked to monopoly, as for corporate culture and social responsibility, such as service attitude and service efficiency, it cannot be awe-inspiring. If this society is safe, I think many people are willing to put money under their pillows, rather than going to the bank, it takes time and effort. This is the case for the top 500 companies. Do not mention the other top 500 companies. Even if you may flat me and say that hard power is still unstable, what kind of soft power do you want to talk about? It seems that the problem of a person's food and clothing has not been solved. If you talk to him about spiritual civilization construction, isn't it difficult for him? So how can we improve the company's soft power? Regarding this issue, Mr. Wang showed us many projects that China Mobile has implemented over the years, such as international strategic projects, sunshine projects, and green projects, china Mobile's participation in philanthropy and achievements were particularly mentioned. This is good, but I feel like I am making up for something. If I am so powerful and rich, I am willing to do this. Haha, just kidding. In fact, we appreciate this kind of behavior, it is not powerful or rich. What does it do? In fact, this question is too big. It may take experts to examine several countries, write several summary reports, and hold several seminars to have a very close answer, ameng embroidered his legs in huafan, the class door axe, it is not free to smile generous, so if there is anything wrong, but also hope to give pointers and shoot bricks. For small and medium-sized enterprises, such as fastersoft, it seems very funny that they do not have to develop ambitious standards and norms, they do not have to spend hollow thoughts to come up with a slogan, and then force employees to abide by and shout, many enterprises may say that the management level and corporate culture are like this. In fact, we are better off spending more time doing more practical and specific things, such as treating customers, we not only provide customers with products that meet the requirements, but more importantly, we need to disseminate our own service concepts, service attitudes, and service efficiency to customers, we need to show our customers the emotional value of an enterprise. We want to improve our own values and business capabilities, not just to make money, but to make money, because we are always concerned about the customer's needs, from the customer's point of view to think about the problem, our sense of accomplishment our success comes from the customer's satisfaction and support. For example, to treat employees, we need to demonstrate the company's values and management philosophy so that everyone can clearly understand what we are pursuing and inject more humanistic care to our employees, we require employees to work smartly rather than mechanically. We provide an open atmosphere so that everyone can make full use of their abilities, we try our best to pay attention to everything and everyone in detail. We do not need to have a loud slogan, or describe too many meaningless blueprints to do things in a down-to-earth manner, how can an enterprise not be so honest and honest? Of course, for a developing country, we still have many places to improve and improve. Our company is also the same. Although the status quo is not satisfactory, our progress is encouraging, our hard power has already exceeded or exceeded developed countries in many places or cities, such as Shanghai, Beijing, and Shenzhen, and our soft power is constantly improving, when you come to these cities, you will see a lot of hope.
