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蒋洁敏同志在2011年工作会议报告中明确提出,要“丰富品牌内涵,不断提升品牌价值”。作为国有重要骨干企业,中国石油将发展目标定位于“综合性国际能源公司”。不论从世界能源企业发展路径,还是从科学发展观要求看,这一发展目标都不仅仅指向产值、利润等硬指标,而是包含与之相适应的品牌形象、文化理念等等。形象建设:发展所需、历史必然企业管理大师劳伦斯·D·阿克曼指出,“企业形象决定企业会走
Comrade Jiang Jiemin made a clear statement in the 2011 Working Conference that it is necessary to ”enrich the connotation of the brand and continuously enhance the brand value.“ As an important backbone state-owned enterprise, PetroChina targets its development goals at a ”comprehensive international energy company.“ No matter from the development path of the world energy enterprises or from the requirements of the scientific development concept, this development goal is not only directed to the hard targets such as output value and profit, but also includes the brand image and cultural ideas that are appropriate to them. Image Building: The Necessity of Development, History Necessary Business Management Master Lawrence D. Ackerman pointed out that ”corporate image decides that businesses will go