石油企业名牌战略与对策研究

分析了石油企业以及多种经营品牌经营现状及其存在的问题 ,有针对性地提出实施名牌战略的对策与措施。指出 ,应走出现念误区 ,选择正确的品牌观 ;导入CI策划与设计 ,加以广告宣传和整体策划 ,提高品牌知名度 ;加快新产品开发 ,培育自主知识产权的核心技术 ,提升竞争力 ;加强市场营销网络的建设 ,更新观念 ,积极发展电子商务 ,以市场创名牌 ;推动企业的制度创新 。

The present condition and the problems of petroleum enterprises'diversified management and brand management are analyzed first.Then the tactics and measures for the implementation of famous-buand strategy are proposed.It is pointed out that right conception of brand should be held instead of misconception.Brand notability should be increased by means of introducing CI design and advertising campaign.Competitiveness of products should be raised by accelerating the development of new products and core techrnolgies with independent intellectual properties.Marketing network should be expanded by allmeans.Business scope should also be broadened to cover electronic business.System innovation should be promoted to enhance enterprises'competing ability.