摘要
Abstract
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Key words
China National Petroleum Corporation/first-class brand/brand concept system/brand structure system/brand management system/brand communication system/brand guarantee system分类
管理科学
