摘 要
自从1978年中国实施改革开放以来，世界上几乎所有领先的汽车制造商都来到中国进行发展，然而中国却鲜有走向全球的汽车制造商。大多数中国企业都发现要建立一个享誉世界的品牌难度极大，他们也无法在国际市场上形成自己的核心竞争力。在世界全球化的进程中，中国汽车企业应该实行“走出去”政策去应对来自国际市场的挑战，参与国际市场的竞争以提高自己。实际上，中国汽车制造商是否能够成功走向世界绝大程度上依赖于其公司的软实力。软实力为打造战略计划，管理资源，加强合作的文化和价值奠定了坚实的基础。如果中国的汽车制造商想要更具有竞争力，他们迟早要开发和扩大海外市场。因此“走出去”是一个必然选择。本文首先阐述了企业软实力的定义和目前中国汽车制造商在打造软实力方面的现状；其次本文详细解释了外国汽车制造商在提高其软实力方面采用的战略和战术；然后对国内外汽车企业在提高软实力方面的措施进行了比较与分析；最后本文对如何提高中国汽车制造商如何走出去的软实力提出了意见。

关键词：中国汽车制造商； “走出去”； 软实力； 核心竞争力

Abstract

Since the reform and opening up drive launched in 1978, almost all leading carmakers in the world have come to China to develop, while few Chinese counterparts have gone globally. Most Chinese Enterprises find it difficult to build a world-class brand and are unable to form their own core competitiveness in the international market. In the process of the world globalization, “going global” strategy should be carried out by Chinese automobile industries to meet with challenges from the international market, to take participation in the international competition and to enhance its global presence. Actually, whether Chinese carmakers can go global successfully relies much on their soft power. Soft power lays an important foundation for preparing strategic plans, managing resources and enhancing corporate culture and values. If Chinese carmakers want to become more competitive, they must develop and expand the overseas market sooner or later. Thus “going global” is an inevitable choice. This paper first explores the definition of soft power of enterprises and the present situation of Chinese carmakers in the area of building the soft power. Then it elaborates strategies and tactics used in building and improving the soft power by foreign automobile enterprises; It also compares and analyzes the gap in improving the soft power between Chinese and foreign automobile enterprises. The paper concludes with some suggestions and implications on how to improve the soft power of Chinese carmakers for going global.

Keywords:：Chinese car makers; “going global”; soft power; core competitiveness

Chapter 1 Introduction
In contemporary international relations, “soft power” has become a hot concept. It was first proposed by Joseph Nye, a professor at Harvard University in the 1990s, which means “the ability to attract rather than force to control or influence others.”Joseph Nye points out that soft power is in contradistinction to hard power, such as economy and military. It includes factors in fields such as culture, political system, and media. It can affect country’s development potential and popularity. Among them, the core is culture. Soon, discussing about soft power has become a time trend both in academic and in the field of political practice. It is known that the United States is not only a super power, but also a soft-power giant. Honoring her soft power skills and building her soft power resources, China could also be a soft-power giant. China has achieved much progress in displaying and improving her soft power in many aspects.