摘 要
大庆油田公司虽然成立于 2000 年，但其前身大庆石油管理局曾长期在
计划经济体制下运行，更侧重于生产过程，对外推广、营销、品牌塑造等相
对较弱，实施走出去战略，对其既是机遇又有挑战。要使大庆油田公司提高
市场竞争力，真正走向市场、赢得市场、占领市场，在竞争异常激励的国际
石油市场占有一席之地，必须对自身现有品牌进行整体提升，而实现品牌提
升的有效做法，就是构建和实施品牌战略，加强品牌塑造、创新和管理。对
大庆油田公司品牌战略进行深入探讨和研究，建立起一整套具有指导性的品
牌战略策略，对提高大庆油田公司市场竞争力、实现可持续发展、在保障国
家石油战略安全等方面具有重要意义。

本文系统总结了大庆油田公司品牌建设取得的成果、目前存在的问题，
深入分析了实施品牌战略的政治环境、经济环境、社会环境、技术环境和自
身的优势因素、劣势因素、机会因素、威胁因素，全面研究了跨国石油公司
品牌战略的特点及趋势和中国三大石油公司品牌战略的实施情况，对大庆油
田品牌战略实施环境、重点要素等有了比较全面的了解。在此基础上，就大
庆油田公司品牌战略的目标定位、模式选择、创新及延伸策略，以及品牌战
略的推广规划、营销策略、维护策略等提出相应的意见和建议。

关键词 大庆油田公司；品牌战略；目标；模式；推广

Abstract
Daqing Oilfield Company was incorporated in 2000. Its predecessor Daqing
Oil administrative bureau which was run under the system of planned economy
for long Time, laid not as much emphasis on the process of production of oil as
promoting, marketing and creating brand. Daqing Oil Company faces both the
opportunities and challenges in the implementation of going out strategy. It is
inevitable to promote the prevailing brand as a whole aiming to enhance the
competitive ability towards sharing the market. And obtain the standpoint in the
international oil sphere. The effective way is to formulate and achieve the brand
strategy, especially in brand forming, innovation and management. Research into
the great details of brand strategy of Daqing Oil Company has profound
complications to strengthening market competitive abilities and attaining
sustainable development.
The article systematically summarized the achievements and problems of
brand creation and promoting in Daqing Oil Company, analyzed deeply the
political, economic, social and technical environment surrounding the operation
of the company, and ascertained the elements of its own among advantages,
disadvantages, opportunities, risk etc. Then it inspected the characteristics and
trends of multinational oil company’s brand strategy, and situation in which the
brand strategies are operated by the top three oil companies in China. Also the
article included the environmental element and key point considerations. Finally,
the article gave some advice about orienting objectives, selecting models,
innovating and extending etc. in brand strategy of the company, about the
promoting plan, marketing strategy and maintaining and so forth.
Key words: Daqing Oil Company; Brand strategy; Objective; Model;
Popularization