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论文编号：	13419
作者编号：	2320190418
上传时间：	2022/6/15 12:39:42
中文题目：	ZHY公司国际化品牌战略研究
英文题目：	Research International Brand Strategy of ZHY Company
指导老师：	崔连广
中文关键字：	ZHY；国际化；品牌战略；科技研发；绿色能源
英文关键字：	ZHY; internationalization; Brand strategy; Scientific and technological research and development; Green energy
中文摘要：	国际能源形势在不断进展转变，在新的国际能源形势下保证充沛而稳固的能源供给是我国经济进展的关键。ZHY、ZSY、ZSH是国内三大油气公司，简称三桶油。目前随着ZHY高速发展，已建成国内最大原油生产基地，国内油田的油气开采水平达到世界领先水平，面对国际、国家能源安全日益严峻的形势和海洋强国、高质量发展的时代要求。大国重器正在向世界展示一个创新、开放、活力、激扬的ZHY，以及在战天斗海中展现出来的“爱国、担当、奋斗、创新”的新时代海油精神。“央企品质，服务大众。”ZHY任务不变，初心不改，以强烈的责任精神和使命担当为服务自主行业，满足社会大众需求，专注高端品质和国际化品牌发展。但是，ZHY因为成立时间晚，没有先发优势，分布范围有限，受早期与外方合作管理体制不同以及早期仅重视生产端发展，因此与其他石油企业相比，在国际化品牌建设方面存在差距，因此，在国际化管理、绿色能源科技研发等国际化品牌战略的构建和品牌形象打造提升方面值得研究。 本文将ZHY国际化发展与品牌战略结合，对于推广国际化品牌形象有一定的创新点。ZHY公司驾驭未来的关键在于实施品牌战略，这是知识经济社会面向未来发展的必然趋势。本文梳理波特五力模型、SWOT模型、PEST模型及CBBE模型相关理论，采用文献研究法和案例分析法对ZHY的国际化品牌战略进行了详细的分析，从品牌定位、品牌识别、品牌价值、品牌优化、品牌传播方面详细分析ZHY品牌形象。 本文共分五个部分：第一部分对本文的研究背景意义、研究框架及方法进行阐述；第二部分对相关概念及基本理论进行综述；第三部分对国际、国内石油市场竞争形势和本文案例企业所处市场环境进行分析；第四部分对ZHY的国际化发展现状及存在问题进行分析；第五部分通过对ZHY在运用国际化品牌战略的定位和实施方面提出可行性优化策略。 第六部分分析ZHY公司国际化品牌战略的成效。本文提出几个方面针对ZHY国际化品牌战略的优化策略：一是ZHY公司国际化品牌战略分析；二是ZHY国际化品牌战略定位；三是整合集体企业品牌打造主副品牌国际优势；四是创新品牌管理组织模式提升品牌质量水平；五是建立健全管理制度加快国际化品牌推广步伐。ZHY公司在实施国际化品牌战略上取得良好的成效。本文希望对我国公司国际化品牌战略的成功打造和品牌形象提升提供良好借鉴。
英文摘要：	The international energy situation is constantly changing. Under the new international energy situation, ensuring sufficient and stable energy supply is the key to China's economic progress. ZHY, ZSY and Zsh are the three major oil and gas companies in China, referred to as three barrels of oil for short. At present, with the rapid development of ZHY, the largest crude oil production base in China has been built, and the oil and gas exploitation level of domestic oilfields has reached the world leading level. Facing the increasingly severe situation of international and national energy security and the requirements of the times of marine power and high-quality development. Great powers and heavy weapons are showing the world an innovative, open, dynamic and exciting ZHY, as well as the spirit of CNOOC in the new era of "patriotism, responsibility, struggle and innovation" in the battle between heaven and sea. "The quality of central enterprises serves the public." ZHY's mission remains unchanged and its original intention remains unchanged. With a strong sense of responsibility and mission, ZHY serves its own industry, meets the needs of the public, and focuses on high-end quality and international brand development. However, due to its late establishment, no first mover advantage and limited distribution, ZHY was different from foreign cooperation management system in the early stage and only paid attention to the development of production end in the early stage. Therefore, compared with other oil enterprises, ZHY has a gap in international brand construction. Therefore, it is worth studying in the construction of international brand strategy and brand image building and improvement such as international management and green energy technology research and development. This thesis combines ZHY's international development with brand strategy, which has some innovations in promoting international brand image. The key for ZHY company to control the future lies in the implementation of brand strategy, which is the inevitable trend of future development of knowledge economy society. This thesis combs the relevant theories of Porter's five forces model, SWOT model, PEST model and CBBE model, makes a detailed analysis of ZHY's international brand strategy by using literature research method and case analysis method, and analyzes ZHY's brand image in detail from the aspects of brand positioning, brand identification, brand value, brand optimization and brand communication. This thesis is divided into five parts: the first part expounds the research background, significance, research framework and methods of This thesis; The second part summarizes the related concepts and basic theories; The third part analyzes the international and domestic oil market competition situation and the market environment of the case enterprise in This thesis; The fourth part analyzes the international development status and existing problems of ZHY; The fifth part puts forward feasible optimization strategies through the positioning and implementation of ZHY's international brand strategy. The sixth part analyzes the effectiveness of ZHY's international brand strategy. This thesis puts forward several optimization strategies for ZHY's international brand strategy: first, the analysis of ZHY's international brand strategy; Second, the strategic positioning of ZHY's international brand; Third, integrate collective enterprise brands to create international advantages of main and sub brands; Fourth, innovate the brand management organization mode and improve the brand quality level; Fifth, establish and improve the management system and accelerate the pace of international brand promotion. ZHY company has achieved good results in implementing the international brand strategy. This thesis hopes to provide a good reference for the successful establishment of China's international brand strategy and the promotion of brand image.
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