Has become a very interesting cycle loop: as soon as you make out of gas and oil price rises, all recipe on the criticism of China's oil enterprises as the tide coming in General; and in the 2009 winter severe shortage of natural gas, but also the background was the national development and Reform Commission on including PetroChina, Sinopec, CNOOC, Central enterprises control the supply of natural gas are not harmonious, public and media is a criticism.
In fact, the natural gas shortage of roots in the natural gas price control. Lack of sufficient profits, the enterprise does not have sufficient incentive to develop more oil and gas fields, even imported natural gas also sure because prices of contradictions and delay action in place. At the same time, the general consumers ' dissatisfaction with monopolistic enterprises, can be used to take the time to spread very many astronomical events in petrochemical chandelier. Perhaps friends talks hyperbole, but sufficient to respond to anyone of the oil companies. "" China Petroleum Enterprise brand, almost lack positive Association, facing a very deep level of a crisis of confidence. That's some serious again, at present, China's oil brand, simply unable to call it the brand, to be a brand name.
When it comes to oil company brand name, by the way, say a few words. To conduct a simple comparison, possibly a lot of people are consumers know bp bp's people are countless, but many people are very difficult to bp and United Kingdom oil paintings, the examples of bp is into the very mature brand operation mode, has been far from Chinese enterprises are very common enterprise standard operation mode. There are SHELL, Exxon-Mobil and other petroleum battle, also in the world in the fields of strong brand appeal. On the other hand, the domestic petroleum, Sinopec, CNOOC, although are committed to one of the world 500 strongest enterprises go farther in, the more sense is from sales and enterprise scale, brand appeal and adsorption capacity and sales serious asymmetries. It is in this sense, some big oil brand in China's brand-building efforts remain formidable, even still on the road yet.
The next talk is a vital issue. It is well known that oil brands are resource-based brand, all want to rely on the oil and gas field development and expansion. But oil finished the total useful day of oil and gas, and mining process will undoubtedly be on the surface, the marine environment has a very great damage, the use of oil and natural gas will be on air pollution resulting in varying degrees. It is deeply aware of this, such as foreign oil giant bp, have all stated their own brand of contribution not just oil, also trying to delve into, looking for ways to replace oil, such as wind, solar, and other new green energy solutions, and to maximize the protection of Earth environment, its range of activities, carried out a large number of public service advertising dissemination and delivery.
Report of bp as part of the public service ads China Petroleum brand reference:
On the other hand, several large oil brand, in carrying out the network demands of many more convenient, so you can conquer the hearts of consumers? believe if you have more choices, if foreign brand no limit of free access, PetroChina, Sinopec's customers will be diverted. Because they offer more than just products, but also emotion recognition. China Petroleum brands in public, on how much actual work? China Petroleum brands do much with the public nature of the brand? is it does not require? certainly is necessary.
In addition, such as total and other energy-brand, as well as GE and other non-energy-brand, brand charity of the ongoing experiment. As to developing energy lifeline oil brand, what reason not in the brand charity of efforts and change?
Of course, on the oil companies, product brand is relatively easy, after all, the product in full of the consumer's daily life. But public brand of some of the relatively difficult, it is first necessary to have a profound knowledge in this area, and to a lesser extent, to be put into practice in the determination and action, is more important to make consumers feel the oil business-to-human, caring for the Earth.
China National Petroleum Corporation, China Petroleum brands, please begin tree spirited, Bono, with practical action to build a genuine public service brand, let the audience about the brand, more respectful and less criticism!
Author: laboratory of Xu Yun feng brand, China's first non-profit quality brand lab, orientation, the transcendence of qualitative research brand. Chief brand consultant Xu Yun feng, China's largest and most powerful of the Guangdong advertising co., Ltd. Policy Director, as China's first batch of ads on one of the graduates, 10 years of international brand, national leadership brand research and practical experience. The sales and marketing, the advertising Grand guest writer ", the international advertising law writer, many works were income IAI China advertising annuals. e-mail: 9966xu@sina.com
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