近年来,软实力已经成为国家竞争力提升和区域管理的热门话题,成为分析国家、区域、企业之间竞争不可或缺的基本概念。理论界和企业界在软实力的研究和实践中,也取得了大量成果。在全球化、市场化的大背景下,企业要想长期在竞争中立于不败之地,不仅要持续提升自身的硬实力,更重要的是必须重视和加强软实力建设。惟其如此,才能保持基业常青,成为百年老店。 In recent years, soft power has become a hot topic in enhancing national competitiveness and regional management and becoming the basic concept for analyzing the competition among countries, regions and enterprises. In the research and practice of soft power, both theoretical and business circles have also made a great deal of achievements. In the background of globalization and marketization, if an enterprise wants to remain invincible in the long term through competition, it not only needs to continuously improve its own hard power, but more importantly, it must attach importance to and strengthen its soft power. Only in this way can we keep the foundation evergreen and become a century-old shop.