中国石油绥化销售分公司加油站品牌营销策略分析-analysis on brand marketing strategy of petrochina suihua sales branch gas station.docxVIP

哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 - - PAGE IV - - - PAGE III - Abstract Since China entry into WTO, major foreign oil companies basis our country the commitment of service trade in distribution area, seizes the market share, against the domestic industry. Brand management aims at increasing brand value, through this special brand of great value of intangible assets, physical break the limited value of the product or service. In the minds of consumers to establish a unique position to play a competitive advantage in the market, expansion of the advantages and value-added advantage to win the market, won the long-term success. Therefore, how to implement the gas station brand marketing strategy, under market conditions enhance the survival and development capacity, have become the most important issue of oil marketing companies to face. First, this article research and analysis the external environment and inner conditions of China petroleum Heilongjiang SuiHua sales company, consider that effective brand positioning will help consumers effectively identify, to spread the brand image and create brand differentiation advantage. Strengthen the brand construction, compete in the fierce market, perform the foreword competition political, economic and social responsibility, and finally gain a competitive advantage to the way of and inevitable choice. Secondly, oil brand marketing strategies of oil-filling stations in the Suihua, and the gas station brand positioning, distribution, shape and extension, further analysis of the Suihua gas stations brand marketing practice: analyze the specific strategies in the brand personality, brand values, improve the branded content, brand advertising effect and so on. Finally, the unit, based on the actual situation, proposed the development objectives and development strategies, the implementation of brand marketing strategy: from build technology brand, brand and produc