大庆油田公司品牌战略研究

发布时间：2018-01-06 05:11

本文关键词：大庆油田公司品牌战略研究　出处：《哈尔滨理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：大庆油田公司虽然成立于2000年，但其前身大庆石油管理局曾长期在计划经济体制下运行，更侧重于生产过程，，对外推广、营销、品牌塑造等相对较弱，实施走出去战略，对其既是机遇又有挑战。要使大庆油田公司提高市场竞争力，真正走向市场、赢得市场、占领市场，在竞争异常激励的国际石油市场占有一席之地，必须对自身现有品牌进行整体提升，而实现品牌提升的有效做法，就是构建和实施品牌战略，加强品牌塑造、创新和管理。对大庆油田公司品牌战略进行深入探讨和研究，建立起一整套具有指导性的品牌战略策略，对提高大庆油田公司市场竞争力、实现可持续发展、在保障国家石油战略安全等方面具有重要意义。本文系统总结了大庆油田公司品牌建设取得的成果、目前存在的问题，深入分析了实施品牌战略的政治环境、经济环境、社会环境、技术环境和自身的优势因素、劣势因素、机会因素、威胁因素，全面研究了跨国石油公司品牌战略的特点及趋势和中国三大石油公司品牌战略的实施情况，对大庆油田品牌战略实施环境、重点要素等有了比较全面的了解。在此基础上，就大庆油田公司品牌战略的目标定位、模式选择、创新及延伸策略，以及品牌战略的推广规划、营销策略、维护策略等提出相应的意见和建议。
[Abstract]:Although the Daqing Oilfield Co was founded in 2000, the predecessor of Daqing Petroleum Administration Bureau has long run under the planned economy system, is more focused on the production process, external promotion, marketing, branding and other relatively weak, carry out the strategy, and its challenge to both opportunities. To improve the market competitiveness of the Daqing Oilfield Co, to market truly win the market occupies a space for one person in the competition to occupy the market, the abnormal incentive international oil market, must be on their existing brands to enhance the overall effective practices, and enhance the brand, is the construction and implementation of brand strategy, strengthen brand building, innovation and management. An in-depth discussion and Research on Daqing Oilfield Co brand strategy, establish a set of brand strategic guidance, to improve the market competitiveness of the Daqing Oilfield Co, to achieve sustainable development, in the protection of national oil war A little security and other aspects are of great significance.
This paper summarized the Daqing Oilfield Co brand construction achievements, existing problems, in-depth analysis of the implementation of brand strategy in the political environment, economic environment, social environment, dominant factors, technology environment and its disadvantages, opportunity factors, risk factors, comprehensive study of the implementation of brand strategy, characteristics and trend of brand strategy of multinational oil companies the China and three major oil companies in Daqing oilfield, the implementation of brand strategy, has a more comprehensive understanding of the key elements. On this basis, the target positioning, Daqing Oilfield Co brand strategy mode, innovation and extension strategy, and the promotion of brand strategy planning, marketing strategy, maintenance and put forward the corresponding opinions and suggestions strategy.

【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.22

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