Study On The Brand Promoting Policy Of "Liangsu Workover"

At present,with the increasingly fierce competition in domestic petroleum engineering services market,the large international petroleum engineering service enterprises with advanced technology brands dominate the high-end market,while the private petroleum engineering service companies relying on the flexible market mechanism and the price strategy gradually stand in the low-end market.How to remain invincible for a junior technical service enterprise of state-owned petroleum company in the fierce completion in the market,the implementation of brand policy is the only way which must be taken to achieve the enterprise’s sustainable development.This article analyzes the brand construction of “Jiangsu Workover” and approves the effective policy through the research of the brand construction and management of Downhole Service Company,Jiangsu Oilfield.It also has a preliminary discussion for the future brand construction,the aim is to make enterprises attach importance to brand building,strengthen the function that brand takes in exploration and occupation of the international market and then promote brand awareness of “Jiangsu Workover”.This article adopts the method of theory with practice,makes an organic combination of the brand & brand policy theory and practice,and summarizes the status of enterprise brand.It evaluates the brand status,finds the problems of brand construction and deeply analyzes the root of the problems.On this basis,puts forward the enterprise’s brand development policy--the construction of "South American’ well-known complicated fault block’s workover engineering service provider",providing efficient,clean and safe workover service.In order to achieve this goal,enable enterprises come to the new step on basis of continually developments,it repositions the brand,updates the brand philosophy,and has carried on plans from the brand logo,the key part of construction,publicity policy and brand innovation striving to make the brand accord with the international competition and more in line with the enterprise long-term development strategy.At the same time,to ensure the implementation of the policy,the article puts forward some concrete measures from angles of implementation capacity,the internal mechanism reform of enterprise and the improvement of human resources construction.Its purpose is to take these measures in future brand maintenance,prevent such similar problems and provide valuable reference for the “Jiangsu Workover” brand construction.