论文标题:中国石油润滑油品牌经营模式及策略研究
Study on the Interactions between Water-soluble Associative Polymer and Montmorillonite Particles
论文作者 陈军
论文导师 李允；胡国松；董培基,论文学位 硕士,论文专业 石油与天然气工程
论文单位 西南石油学院,点击次数 97,论文页数 88页File Size4864k
2004-05-01论文网 http://www.lw23.com/lunwen_232814082/ 品牌;品牌价值;品牌经营;策略
Brand;Brand Value;Brand Operation;Policy
在知识经济和市场经济的时代中，品牌已成为企业决胜市场的战略工具。国际大企业集团挟资金、技术、管理、品牌等优势大举进入中国，通过合资、合作、兼并、收购等各个方式在全国各地逐个树起“洋品牌”的旗帜。品牌的市场价值被越来越多的企业所认识。中国人已开始经营自己的品牌，在现代商战中，无疑品牌是制胜的最佳利器。如何打造这支利器已成为当前各个企业所面临的一个重大课题。 本文围绕所研究的主题中国石油润滑油公司品牌经营模式与策略，结合现代西方市场营销学和品牌营销学的基础理论，采用比较分析、综合归纳、演绎以及实证研究等方法进行了较为深入、系统的分析研究。首先分析了中国石油润滑油公司目前营销工作的现状，揭示了其成功与不足之处和构成润滑油品牌核心价值的要素；接着对中国石油润滑油公司所处的营销环境及竞争对手进行了分析，认识到中国润滑油市场已经进入品牌化运营时代。最后本文通过中国石油润滑油公司品牌经营模式的设计、应采用的品牌经营策略(如品牌定位策略、形象策略、保护策略等)和品牌营运中应注意的问题的阐述，力求对中国石油润滑油公司如何建设品牌及实施品牌化经营有一全面、清晰的认识和把握，使我国的本土企业在品牌营运的过程中能够有所借鉴，有效地把自己的品牌发扬光大，振兴民族经济。
In the knowledge economic and market economic era, brand is a strategical tool for firms to win the competition on market. Through joint-ventrure, cooperation, amalgamating and purchasing, international enterprieses clump into China with capitals, technologies, management and brands and banner foreign brands all over the land. The market value of brand is now recognized by more and more enterprises. Chinese people began to operate their own brand since then. It is no doubt that brand is a necessary and optimal weapon in the modern market competition. How to obtain this sharp weapon is an important problem faced by different Chinese mainland firms.Based on modern marketing and brand marketing theories, the thesis uses many methods such as comparing analysis, synthesis, syllogism, demonstration, etc. to do some deeply and systemic research work surrounding on the theme of the CNPC Lube Coporation" s(CNPCLC) Brand Operation Mode and Policies. This paper discusses firstly the marketing situation of the CNPCLC, points out its success and default, and find out the core brand value of lube brand. Then, it analyses the marketing environment and competition opponents to which the CNPCLC opposed now. The competition on Chinese lube market has developed to the new phase of brand operation competition. Finally, this thesis designs the brand operation mode and policies for CNPCLC, which including brand positioning policy, visulizing policy, protecting policy, etc. , and talk about the problems should noticed by CNPCLC during the brand operation. All in all, this thesis manages to recognize and grasp wholly and clearly the brand construction and the practice of brand operation within the CNPCLC. In the end, the author hopes that some conclusions and the successful experience of CNPCLC can set an example and have synergistic aspect for some mainland enterprises" management so that they can carry forward their own brand and enhance the national economy.
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