“软实力”一词起源于国际关系学范畴,20世纪90年代初,由克林顿时期的美国助理国防部长、哈佛大学约瑟夫·奈教授提出。随着软实力概念的延伸和拓展,企业软实力的概念逐步形成,其内容包括企业行为规范、价 The term “soft power” originated in the field of international relations. In the early 1990s, it was put forward by the Assistant Secretary of Defense of the United States during the Clinton administration and Professor Joseph Nye at Harvard University. With the extension and development of the concept of soft power, the concept of soft power of enterprises has gradually taken shape. Its content includes the code of conduct of enterprises, the price