Abstract: As the accumulation,integration and extraction of the enterprise spirit of China's petroleum industry,the petroleum spirit is the core value and group consciousness that all oil people share. It serves as the spiritual source and driving force for the development and expansion of petroleum industry. In recent years,its system defects,industrial monopoly and inadequate market-orientation have bred leadership corruption,increase of security incidents and inappropriate response to social appeals, which has caused damage to the social image of petroleum industry. In the“Internet +”era,China's petroleum enterprises should achieve full coverage of petroleum spirit with“zero distance”to its target audiences by constructing the“Internet + communication”mode,highlight its characteristics of petroleum spirit,establish various outbound channels for good overseas industry image in the new era so as to reshape the good image of petroleum enterprises and enhance their core competitiveness.

Key words: “Internet+”, petroleum spirit, petroleum enterprises, enterprise culture, Iron Man spirit