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随着改革开放的深入和市场经济的发展,能源的国际市场竞争日趋激烈。世界上各种著名的产品逐步蚕食大片的国内市场,特别是润滑油的大量涌进使国产润滑油市场占有率逐年下降。怎么办?具有52年历史、年加工原油能力过800万吨的上海炼油厂不是“等、靠、要”,而是积极实行两个根本性转变,努力实施品牌战略,取得1997年销售收入86亿元,比上年增11.6％;利润8.4亿元,比上年增8.64％的良好效益。厂长在文中从三方面介绍了实施品牌战略的经验。
With the deepening of reform and opening up and the development of a market economy, the international market for energy has become increasingly fierce. Various well-known products in the world gradually erode the large domestic market. In particular, the influx of lubricating oil makes the market share of domestic lubricants decline year by year. How to do? The 52-year-old Shanghai refinery that has processed 8 million tons of crude oil per year is not “waiting for, relying, and asking” but actively implementing two fundamental changes, striving to implement the brand strategy, and achieving sales revenue in 1997 86 Billion yuan, an increase of 11.6% over the previous year; profit of 840 million yuan, an increase of 8.64% over the previous year. The director introduced the experience of implementing brand strategy in three aspects.