中国石油创建一流品牌策略研究  

Research on the strategy for CNPC to build a first-class brand

作　　者：张贞宣 马红卫[2] ZHANG Zhenxuan;Ma Hongwei(CNPC Economics and Technology Research Institute;PetroChina Oil,Gas&New Energies Company)

机构地区：[1]中国石油集团经济技术研究院 [2]中国石油天然气股份有限公司油气和新能源分公司

出　　处：《国际石油经济》2024年第S01期28-34,41,共8页International Petroleum Economics

摘　　要：中国石油自2004年成立品牌管理委员会、统一品牌标识以来,在品牌管理、品牌架构、品牌管理制度、品牌传播等方面取得了显著进展。本文从品牌理念、品牌架构、品牌制度、品牌传播、品牌保障等方面,总结了国内外知名能源企业建设一流品牌的经验。分析了中国石油在品牌建设中存在的主要问题,包括品牌理念不完备、品牌架构未充分体现公司业务发展变化、品牌管理制度体系碎片化、传播沟通效果有待加强、品牌保障体系不够完善等,提出中国石油应从构建“五大体系”入手建设一流品牌,包括以品牌精神为引领的品牌理念体系、“一主多元”的差异化品牌架构体系、以评价为导向的品牌管理制度体系、以品牌形象塑造为导向的传播沟通体系和专业高效的品牌保障体系。Since CNPC established its brand management committee and unified its brand logo in 2004,it has made remarkable progress in brand management,brand architecture,brand management system and brand communication.This paper summarizes the experiences of famous energy companies at home and abroad in building first-class brands from the aspects of brand concept,brand architecture,brand system,brand communication and brand guarantee.It analyzes the major problems that exist in CNPC's brand building,including incomplete brand concept,brand architecture that does not fully reflect the changes of the company's business development,fragmentation of the brand management system,communication effects to be strengthened,and inadequate brand protection system,and proposes that CNPC should start building a first-class brand by constructing"five systems",including a brand concept system led by the brand spirit,a differentiated brand architecture system of"one subject and diversity",an evaluation-oriented brand management system,a communication system oriented to brand image building,and a brand protection system.

关 键 词：中国石油 一流品牌 品牌理念体系 品牌架构体系 品牌制度体系 品牌传播沟通体系 品牌保障体系 

分 类 号：F43[经济管理—产业经济] F47