Research On The Brand Strategy Of Daqing Oilfield Company

Daqing Oilfield Company was incorporated in2000. Its predecessor DaqingOil administrative bureau which was run under the system of planned economyfor long Time, laid not as much emphasis on the process of production of oil aspromoting, marketing and creating brand. Daqing Oil Company faces both theopportunities and challenges in the implementation of going out strategy. It isinevitable to promote the prevailing brand as a whole aiming to enhance thecompetitive ability towards sharing the market. And obtain the standpoint in theinternational oil sphere. The effective way is to formulate and achieve the brandstrategy, especially in brand forming, innovation and management. Research intothe great details of brand strategy of Daqing Oil Company has profoundcomplications to strengthening market competitive abilities and attainingsustainable development.The article systematically summarized the achievements and problems ofbrand creation and promoting in Daqing Oil Company, analyzed deeply thepolitical, economic, social and technical environment surrounding the operationof the company, and ascertained the elements of its own among advantages,disadvantages, opportunities, risk etc. Then it inspected the characteristics andtrends of multinational oil company’s brand strategy, and situation in which thebrand strategies are operated by the top three oil companies in China. Also thearticle 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 thepromoting plan, marketing strategy and maintaining and so forth.