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品牌战略已成为企业战略的重要组成部分之一,成为市场营销的焦点和核心。文章结合中国石油和石化企业品牌建设的现实状况,剖析了中国石油、石化企业实施品牌战略的必要性;有针对性地提出了中国石油、石化公司实施“品牌战略”的九大举措：树立国际化品牌的理念;以提高企业核心竞争力为目标;将国际标准与本土文化相结合;培养品牌创新机制;创建国际品牌与培养企业品牌文化并举;完善品牌国际化的人力保障;提升在国际市场的品牌声誉;全方位拓展品牌国际化的渠道;着眼全球生态保护,创建石油“绿色品牌”。以期对“中国石油航母”的品牌建设和国际化品牌战略的实施有所裨益。

HOW CNPC AND SINOPEC ENTERPRISES CREATE INTERNATIONALIZED BRANDS 1)

The brand strategy has become one of the major strategies of enterprises, and is also the marketing focus and core. According to the existing state of brands made by CNPC and Sinopec enterprises, it is necessary for CNPC and Sinopec enterprises to conduct the brand strategy. 9 measures for CNPC and Sinopec enterprises to conduct the brand strategy are proposed correspondingly. They are: setting up the brand-internationalization consciousness; improving the competitiveness of core products; combining the international standards with the local culture;training the ability of brand-innovation;integrating the enterprise s culture into building the international brands; perfecting international talents training; establishing good brand reputation; expanding brand-internationalizing channels; and creating petroleum "Green brand" for the ecologic protection in the world. It is expected the article will be useful to create the brand of "China petroleum aircraft carrier" and conduct the internationalized brand strategy.