“中国石化公众开放日”品牌活动的实践探索

Practice and Exploration of the Brand Activity of SINOPEC Open Day

如何与社会公众沟通是石化行业面临的难题。中国石化创新推出了"中国石化公众开放日"大型品牌活动,通过定期大规模持续地主动邀请公众、媒体、利益相关方走进企业,有效拉近了企业与社会公众的距离,拓展了企业生存发展空间,对提升品牌价值发挥了积极作用。本文结合活动实际,分析了开展活动的必要性,阐述了路径和效果。

How to communicate with the public is a difficult problem in petrochemical industry. Sinopec launched a large-scale brand activity called “SINOPEC Open Day” to invite the public, media and stakeholders into the enterprise. The activity plays an active role in promoting the brand value by effectively drawing the distance between the enterprise and the public close and expanding the space of enterprise survival and development. This paper analyzes the necessity of carrying out the activity and expounds the route and effect of the activity according to the practice of the activity.