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讲好品牌故事是塑造品牌并获取品牌合理性的有效手段。基于品牌叙事理论，以中国石化国际石油勘探开发有限公司(SIPC)为样本，运用“塑造—关联—嵌入”三阶段案例研究范式，明确了不同阶段下获取品牌合理性的具体机制，构建了国有企业讲好品牌故事的相关理论模型。国有企业在国际市场讲述品牌故事经历了三个阶段：“构建品牌标签—强化利益关系联结—品牌故事资源协同”。其中，“构建品牌标签”主要通过构建质量、社会责任及价值主张标签从而重塑企业身份；“强化利益关系联结”主要依靠转换品牌故事的话语体系、品牌制度化过程及品牌情感联结的途径，摆脱贡献与认可失衡的困境；“品牌故事资源协同”旨在通过共同意义构建、内容共同创造的途径，克服利益相关者的认知鸿沟。研究有助于丰富品牌故事相关理论，填补中国国有企业在海外市场获取品牌合理性的理论缺口，对国有企业提升海外市场竞争力、助推国家形象和企业形象同步提升具有现实意义。
Abstract：Brand storytelling is an effective means to shape a brand and obtain brand rationality. Based on the brand narrative theory, this paper takes Sinopec International Petroleum Exploration and Production Corporation(SIPC) as a sample, applies the three-stage case study paradigm of “shaping-associating-embedding”, clarifies the specific mechanism of obtaining brand legitimacy at different stages, and constructs a theoretical model of state-owned enterprises to tell a good brand story. This paper argues that state-owned enterprises(SOEs) have gone through three stages of brand storytelling in the international market: constructing brand labels-strengthening stakeholder linkages-and synergising brand storytelling resources. Among them, “constructing brand labels” is mainly through constructing quality, social responsibility and value proposition labels to reshape corporate identity. “Strengthening stakeholder linkages” relies on transforming the discourse of brand storytelling, the process of brand institutionalisation, and the path of brand emotional connections, in order to get rid of the imbalance between contribution and recognition. “Synergising brand storytelling resources ” aims to overcome the cognitive gap between stakeholders by means of common meaning construction and content co-creation. This study helps to enrich the theory of brand storytelling and fill the theoretical gap in the rationality of brand acquisition by state-owned enterprises in overseas markets, which is also of practical significance for SOEs to enhance their competitiveness in overseas markets and promote the simultaneous enhancement of national image and corporate image.
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(1)外来者劣势指企业在国际化经营过程中面临的天然劣势;来源国劣势指东道国对某国企业存在歧视性偏见,进而使该国企业面临相对劣势。
基本信息:
DOI：10.13790/j.ncwu.sk.2024.057
中图分类号:F426.72;F125
引用信息:
[1]陶敬中,李岳,张哲,等.合理性获取视角下国有企业在国际市场如何讲好品牌故事——基于中石化国勘公司的案例研究[J].华北水利水电大学学报(社会科学版),2024,40(05):41-50.DOI:10.13790/j.ncwu.sk.2024.057.
基金信息:
国家社会科学基金项目(22BJL101)
2024-07-16
2024-07-16