| 摘要: |
| 石油企业实施绿色品牌战略有利于提高企业的竞争能力,树立良好的企业形象。中国石油企业绿色品牌战略的实施应从四个方面进行:开发绿色产品,加大天然气的开发力度,提高天然气产量,重视产品质量,促进油品质量升级;实施绿色生产,履行环保责任,进行战略结构调整,淘汰落后产能;实行精细化安全管理,保证员工安全健康,开展内部关系营销,提高员工满意度;强化社会公众的知情权,加强教育与宣传,树立企业的绿色形象。为保障绿色品牌战略的实施,中国石油企业应不断转变思想,提高认识;提高创新能力,开发绿色技术;加强政府及社会公众外部监督管理。 |
| 关键词: 油品质量 石油企业 绿色品牌战略 |
| DOI：10.13216/j.cnki.upcjess.2015.05.0003 |
| 分类号:F270 |
| 基金项目:国家社会科学基金项目(12BJY075);中央高校基本科研业务费专项资金资助项目(13CX05044B);中国石油大学胜利学院春晖计划课题项目(13120211) |
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| Research on Green Brand Strategies of Oil Enterprise in China |
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XIE Qin
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(School of Humanities Law and Economic Management, Shengli College China University of Petroleum, Dongying, Shandong 257097, China)
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| Abstract: |
| China 's oil enterprises green brand strategy implementation is helpful to improve the competition ability of enterprises and establish good corporate images. Green brand strategy implementation of oil enterprises need to be done from four aspects:first, developing green products, increasing the intensity of the development of natural gas, improving gas production, attaching great importance to product quality, upgrading product quality; second, implementing green production, performing environmental responsibility, carrying on the strategic structural adjustment, eliminating backward production capacity; third, practicing fine safety management, to ensure staff safety and health of employees, carrying out internal relationship marketing to improve employee satisfaction; fourth, strengthening the social public right to learn the oil enterprise, strengthening education and publicity, establishing the green image of enterprise. In order to guarantee the implementation of the green brand strategy, China 's oil enterprises need to constantly change ideas and improve knowledge, improve the innovation ability to develop new technologies, and the government and the social public need to strengthen external supervision and management. |
| Key words: quality of oil products oil enterprises green brand strategy |
