品牌授权加油站的中国石油品牌风险控制措施研究  

Research on brand risk control measures of PetroChina Brand authorized gas stations

作　　者：董震宇 孙嘉斌 DONG Zhenyu;SUN Jiabin(PetroChina Shanxi Marketing Company,Taiyuan 030024,China)

机构地区：[1]中国石油天然气股份有限公司山西销售分公司,太原030024

出　　处：《车用能源储运销技术》2024年第4期83-88,共6页

摘　　要：随着我国经济社会的快速发展,国内成品油销售市场竞争日趋激烈。为适应新的市场环境,石油销售企业不断探索新的经营模式和业务模式。对社会加油站进行品牌授权是当前中国石油开拓市场、扩展品牌影响、提高盈利能力的一个重要手段。然而,与品牌授权相关的风险也同时存在。本文以中国石油品牌为研究对象,通过对品牌授权加油站的潜在风险分析和研究,旨在探索中国石油实施品牌授权工作前的风险防护措施,从而提高品牌授权工作风险管控水平。文献和实例分析得出结论:通过一些风险控制措施如高标准选点、严监管运作、硬兑现考核等,中国石油品牌可以有效降低风险,提高盈利能力。With the rapid development of China's economy and society,the competition in the domestic refined oil sales market is becoming increasingly fierce.In order to adapt to the new market environment,petroleum sales enterprises have been constantly exploring new business models and operating modes.Brand authorization for social gas stations is currently an important means for China Petroleum to expand its market,enhance its brand influence,and improve its profitability.However,risks associated with brand authorization also exist.This paper takes the China Petroleum brand as the research object,and analyzes and studies the potential risks of branded gas stations authorized by the brand in order to explore the risk prevention measures that PetroChina should take before implementing the brand authorization work,thereby improving the level of risk control for the brand authorization work.The conclusion drawn from the literature and case analysis is that by implementing risk control measures such as rigorous selection of sites,strict supervision of operations,and strict fulfillment of performance assessments,etc..PetroChina brand can effectively reduce risks and improve profitability.

关 键 词：品牌授权 加油站 中国石油品牌 风险控制 

分 类 号：F426[经济管理—产业经济]