合理性获取视角下国有企业在国际市场如何讲好品牌故事OACHSSCD

Brand storytelling is an effective means to shape a brand and obtain brand rationality.Based on the brand narrative theory,this paper takes Sinopec International Petroleum Exploration and Production Corporation(SIPC)as a sample,applies the three-stage case study paradigm of"shaping-associating-embed-ding",clarifies the specific mechanism of obtaining brand legitimacy at different stages,and constructs a the-oretical model of state-owned enterprises to tell a good brand story.This paper argues that state-owned enter-prises(SOEs)have gone through three stages of brand storytelling in the international market:constructing brand labels-strengthening stakeholder linkages-and synergising brand storytelling resources.Among them,"constructing brand labels"is mainly through constructing quality,social responsibility and value proposition labels to reshape corporate identity."Strengthening stakeholder linkages"relies on transforming the discourse of brand storytelling,the process of brand institutionalisation,and the path of brand emotional connections,in order to get rid of the imbalance between contribution and recognition."Synergising brand storytelling re-sources"aims to overcome the cognitive gap between stakeholders by means of common meaning construction and content co-creation.This study helps to enrich the theory of brand storytelling and fill the theoretical gap in the rationality of brand acquisition by state-owned enterprises in overseas markets,which is also of practical significance for SOEs to enhance their competitiveness in overseas markets and promote the simultaneous en-hancement of national image and corporate image.