国内外石油公司企业形象建设探析

Analysis on the corporate image construction of oil companies at home and abroad

企业形象识别系统是国际石油公司企业形象建设的基本维度和重要途径。国际石油公司普遍建立了相对完备的品牌形象管理架构和工作机制,企业形象传播具有较强的计划性和延续性,重视危机公关对企业形象的维护和修复作用。我国石油企业在国际竞争中存在软实力和硬实力不匹配、美誉度和贡献度不匹配的现象,企业形象建设亟待与国际接轨。需建立完善、稳定、高效的企业形象建设工作机制,构建适应国际化发展需要的企业形象识别系统,巩固和加强企业形象建设根基和基础,积极为企业形象建设营造良好的舆论环境。

The Corporate Identity System （CIS） is the basic dimension and an important way for the image construction of international oil companies （IOC）. IOCs, with effective planning and continuity in corporate image communication, have generally established the relatively complete management structures and working mechanisms and attached great importance to the role of crisis public relations in the maintenance and restoration of corporate image. Due to the mismatches between soft power and hard power and also between reputation and contribution, it is imminent for Chinese oil companies to reach international standards in corporate image construction. Chinese oil companies should establish a complete, stable and efficient working mechanism for corporate image construction, build CIS consistent with the internationalization development, consolidate and strengthen the foundation of corporate image construction, and actively create a favorable public opinion environment for corporate image construction.