关键词: 企业, 核心竞争力, 伦理品质, 道德实力

Abstract: The key competitive forces of the enterprise come from the moral forces based on the ethical quality of the enterprise. The real forces of the enterprise result from the enterprise's conformation to related moral principles, its respect for and satisfaction of the interest of the related people, and its influential forces on the related people. Alike to the running forces of the enterprise, the real forces of the enterprise is an objective state which can be described and measured. Specifically speaking, it may be measured through such references as the degree of faithfulness among the customers, the degree of faithfulnessamong the staff, the degree of faithfulness among the stock-holders,ect.

Key words: the enterprise, key competitive forces, ethical quality, real moral forces