Chapter 131 May 10 Soft power to impress customers

Don't just compare hard power, but also soft power. For example, Vanke was already a listed company in 1999 and had direct financing channels, but XX (company) did not. This is the gap.If you want to compare, I suggest that you compare more in terms of soft power, which may be meaningful, otherwise, it is meaningless to compare. We have seen from actual combat that quite a number of Chinese companies can hardly talk about building "soft power". role. Hard power and soft power refer to the means by which a company deals with its stakeholders.The "hard power" of an enterprise is the ability to "promote and dominate" stakeholders.The role of an enterprise's "soft power" is to "attract and influence".

Enterprises can work hard to cultivate their soft power in four aspects: One is to be a leader in technology and innovation and make this known; The second is to establish a uniquely attractive management and leadership system.Toyota's "Toyota Way" and Apple's Steve Jobs are examples of this; The third is to become a responsible and influential corporate citizen.For example, public concern about environmental issues is increasing day by day, so General Electric launched the "Ecomagination" program; The fourth is to grasp the material and spiritual desires of customers, build relationships with customers all over the world, and make them eager to own their own products.At this point, Apple is a good player.

Attacking the city is the bottom, attacking the heart is the top.Those who subdue others' soldiers without fighting are good at what they do.Timely construction of the soft power of the enterprise is the way to truly grasp the customers.