胡锦涛同志在十七大报告中首提“文化软实力”概念,并将“提高文化软实力”提升到了国家战略的高度,为以后的文化建设指明了方向。何谓软实力?笔者认为,在企业里,与设备、厂房、资本、人员、盈利等硬实力相对应的管理架构、研发创新、文化理念、品牌形象等称为企业的软实力。软实力要求企业按照一定的文化理念把相关资源要素(包括硬实力)整合起来,形成核心能力,因而直接关系到企业生存力的强弱和生命力的持续。具体而言,企业的软实力就是企业文化彰显出的实力和竞争力。以下几种力,可看作企业软实力的具体体现: Comrade Hu Jintao first proposed the concept of “cultural soft power” in the report of the 17th National Congress and raised “increasing cultural soft power” to the level of national strategy, pointing out the direction for cultural construction in the future. What is soft power? I believe that in the enterprise, with the equipment, plant, capital, personnel, profitability and other hard power corresponding to the management structure, research and innovation, cultural ideas, brand image called the soft power of enterprises. Soft power requires enterprises to integrate relevant resource elements (including hard power) according to certain cultural concepts to form core competencies, which are directly related to the strength and vitality of the viability of the enterprise. Specifically, the soft power of the enterprise is the strength and competitiveness demonstrated by the corporate culture. The following types of force can be seen as a concrete manifestation of the enterprise’s soft power: