品牌是企业的“脸面”,即企业形象。一个好的品牌商品能使人对生产该产品的企业产生好感,使消费者对该企业的其它产品产生认同,从而提高企业的整体形象。本文从实行品牌战略的必要性、我国石化企业品牌现状及存在的问题、应采取的品牌经营战略进行了探讨,以期对石化行业提高产品质量、创立自主品牌、推广品牌企业文化有所帮助。 Brand is the corporate “face”, that corporate image. A good brand of products can make people feel good about the company that produces the product, and make consumers agree with the other products of the company, so as to improve the overall image of the company. This article from the necessity of implementing brand strategy, the status quo of our brand and existing problems in petrochemical enterprises in China, and the strategy of brand management to be explored in order to help the petrochemical industry to improve product quality, create its own brand and promote the corporate culture of brands.