中国石化品牌战略初谈——差异化与品牌战略驱动价值提升  

Tentative Investigation of SINOPEC Brand Strategy-Differentiation and Brand Strategy Drive Enterprises to Improve Their Value

作　　者：周若洪[1] 张小宏[1] 

机构地区：[1]中国石化集团公司经济技术研究院,北京100029

出　　处：《当代石油石化》2003年第2期20-23,共4页Petroleum & Petrochemical Today

摘　　要：介绍了品牌的含义,阐述了品牌战略的重要性,论述了品牌战略与成本战略的优先性选择,指出中国石化应立足核心技术和营销网络,差异取向,品牌领先,分析了实施品牌战略的长期性和艰巨性,建议中国石化将品牌战略作为5～10年内最优先的战略,规划先行、高层参与、组织保证、资金保障、相互协调,铸造强势品牌,提升公司价值。The article expounds the meaning of brand and gives an account of the importance of brand strategy, presents an introduction to the preference choice of brand strategy and overall cost leadership; points out that SINOPEC should base himself on the key technology and marketing networks, on the guidance of differentiation and brand leading the way; analyses that it is an arduous task to carry out brand strategy over a long period of time. The article finally suggests that SINOPEC should regard brand strategy as the preference strategy during 5 to 10 years which consists of programme leading the way, leaders involving themselves in, capital guarantee, cooperating with each other, building strong brand and improving the enterprise value.

关 键 词：品牌 品牌战略 差异化 成本战略 竞争力 

分 类 号：F426.7[经济管理—产业经济]