本文選題：中國(guó)石化 + 品牌形象��； 參考：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：過(guò)去幾十年,中國(guó)經(jīng)濟(jì)發(fā)展取得了舉世矚目的成就,中國(guó)石化的規(guī)模和效益快速增長(zhǎng),國(guó)際地位逐步提高。2015年,中國(guó)石化甚至高居世界財(cái)富500強(qiáng)第二。然而,中國(guó)石化雖然在硬實(shí)力上已經(jīng)達(dá)到或接近國(guó)際水平,但在品牌影響力上與世界一流企業(yè)仍存在不小差距。中國(guó)石化作為參與國(guó)際競(jìng)爭(zhēng)的“主力軍”,理應(yīng)在自主品牌建設(shè)方面成為“先鋒隊(duì)”。塑造和有效傳播中國(guó)石化的良好品牌形象是中國(guó)石化建設(shè)世界一流企業(yè)的重要內(nèi)容。在此背景下,開(kāi)展中國(guó)石化品牌形象研究,為中國(guó)石化建設(shè)世界一流的企業(yè)品牌進(jìn)行初步的探索,具有實(shí)際意義。本文借鑒國(guó)際能源跨國(guó)公司的成功經(jīng)驗(yàn),在此基礎(chǔ)上總結(jié)了中國(guó)石化近年來(lái)在品牌形象提升方面所做的努力,診斷出中國(guó)石化的品牌形象目前仍存在的問(wèn)題并有針對(duì)性地從確定品牌定位、加強(qiáng)海外品牌傳播等方面提出了改進(jìn)建議,最終目標(biāo)是增加中國(guó)石化品牌的認(rèn)知度、聯(lián)想度和忠誠(chéng)度,提升公司品牌資產(chǎn)。
[Abstract]:In the past few decades, China's economic development has made remarkable achievements, the scale and efficiency of Sinopec has increased rapidly, and its international status has gradually increased. In 2015, Sinopec even ranked second among the Fortune 500 in the world. However, although Sinopec has reached or approached the international level in hard strength, there is still a big gap between Sinopec and the world-class enterprises in brand influence. Sinopec, as the main force to participate in international competition, should be a vanguard in building its own brand. It is an important content for Sinopec to build a world-class enterprise by shaping and effectively propagating the good brand image of Sinopec. Under this background, it is of practical significance to carry out the research on the brand image of Sinopec and make a preliminary exploration for Sinopec to build a world-class enterprise brand. Based on the successful experience of international energy multinational companies, this paper summarizes the efforts made by Sinopec in the promotion of its brand image in recent years. The problems still exist in the brand image of Sinopec are diagnosed and suggestions are put forward to improve the brand positioning and overseas brand communication. The ultimate goal is to increase the recognition of Sinopec brand. Lenovo and loyalty to enhance the company's brand assets.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.72
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本文編號(hào)：1779971