牵手f1 中石化品牌觉醒的疑问（Hand in hand F1 Sinopec brand awakening question）.docVIP

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牵手f1 中石化品牌觉醒的疑问（Hand in hand F1 Sinopec brand awakening question）.doc

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牵手f1 中石化品牌觉醒的疑问（Hand in hand F1 Sinopec brand awakening question）

牵手f1 中石化品牌觉醒的疑问（Hand in hand F1 Sinopec brand awakening question） In late May, the FIA held a large international promotion meeting for its new partner, Sinopec AG, in Monte Carlo, Monaco Town, marking the full launch of the partnership between SINOPEC and F1. And Sinopec in order to win the 2004 to 2006 F1 China Station race naming rights and track advertising and many other rights, but also invested nearly 800 million yuan. A large state-owned enterprise that has not done much advertising before, why is it going to have such a big brand operation? The Financial Times: the awareness of the brand through several stages, in a new phase of what brand awareness and Chinese joined the WTO, the process of the market, competition environment whether there is a relationship? For example, Sinopec faces the environment, foreign competitors in the domestic large-scale access (refined oil market retail and wholesale market is about to release), the rise of private enterprises, and so on? Liu Wei: first, brand awareness is the problem of state-owned enterprises can not be generalized for backward, ordinary people from bad state-owned property relations and arbitrary inference are Bangsha is not consistent with the actual situation, the arrangement of property rights brand awareness mainly depends on the state of competition in the industry and enterprise, so although Haier is state-owned, but in 80s it only at the end of 90s and the brand management, brand internationalization, its brand awareness ahead without a doubt. If Haier brand awareness is still a kind of spontaneous and continuous improvement, so Kelon Brand awareness is conscious and breakthrough change example, Kelon is enterprise of collective ownership, but at the end of 90s on the introduction of Kelon international famous brand consulting firm LANDORs the brand brand strategy planning, and then commissioned. Ogilvy, and other well-known brand communication company responsible for the implementation of the strateg