中国石化品牌形象提升策略

发布时间：2018-04-20 23:34

  本文选题：中国石化 + 品牌形象　； 参考：《对外经济贸易大学》2017年硕士论文

【摘要】：过去几十年,中国经济发展取得了举世瞩目的成就,中国石化的规模和效益快速增长,国际地位逐步提高。2015年,中国石化甚至高居世界财富500强第二。然而,中国石化虽然在硬实力上已经达到或接近国际水平,但在品牌影响力上与世界一流企业仍存在不小差距。中国石化作为参与国际竞争的“主力军”,理应在自主品牌建设方面成为“先锋队”。塑造和有效传播中国石化的良好品牌形象是中国石化建设世界一流企业的重要内容。在此背景下,开展中国石化品牌形象研究,为中国石化建设世界一流的企业品牌进行初步的探索,具有实际意义。本文借鉴国际能源跨国公司的成功经验,在此基础上总结了中国石化近年来在品牌形象提升方面所做的努力,诊断出中国石化的品牌形象目前仍存在的问题并有针对性地从确定品牌定位、加强海外品牌传播等方面提出了改进建议,最终目标是增加中国石化品牌的认知度、联想度和忠诚度,提升公司品牌资产。
[Abstract]:In the past few decades, China's economic development has made remarkable achievements, the scale and efficiency of Sinopec has increased rapidly, and its international status has gradually increased. In 2015, Sinopec even ranked second among the Fortune 500 in the world. However, although Sinopec has reached or approached the international level in hard strength, there is still a big gap between Sinopec and the world-class enterprises in brand influence. Sinopec, as the main force to participate in international competition, should be a vanguard in building its own brand. It is an important content for Sinopec to build a world-class enterprise by shaping and effectively propagating the good brand image of Sinopec. Under this background, it is of practical significance to carry out the research on the brand image of Sinopec and make a preliminary exploration for Sinopec to build a world-class enterprise brand. Based on the successful experience of international energy multinational companies, this paper summarizes the efforts made by Sinopec in the promotion of its brand image in recent years. The problems still exist in the brand image of Sinopec are diagnosed and suggestions are put forward to improve the brand positioning and overseas brand communication. The ultimate goal is to increase the recognition of Sinopec brand. Lenovo and loyalty to enhance the company's brand assets.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.72
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本文编号：1779971