Analysis and comparision of Chinese companies brand management and brand innovation 英语毕业论文

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1、AnalysisandcomparisionofChinesecompaniesbrandmanagementandbrandinnovation--Brandinnovationasthefirm’spowerfulweapon55ContentChapter1Introduction……………………………………………………………Chapter3Theoryandrelevanttheoreticissue3.1Brand…………………………………………………………………3.1.1Brandconcept…………………………………………………………3.1.2Bran

2、dinovationneedsupportfrombrandmanagement3.1.3Brandmanegementandextentionascompanysimportantstrategy…………………….3.1.4Brandinnovation………………………………………………………….3.2marketingfromtraditional4Ptheoryto6P3.2.1Brandinnovationrequiresthefifth“P”---People……………………………………………………..3.2.2Brandinnovationrequire

3、sthesixth“P”---Performance………………………………………………3.2,3Brandinnovationdiscusiss3,2,4Brandinnovationsfuctionandsystem--BrandinnovationisonlychangingLOGO,advertising?Whybrandshouldbeinnovated?3,2.5SeveralstandardstovalueabrandsmanagementandinnovationChapter4Chapter4MotivationandmethodsCommoncha

4、racters,ofChineseEnterpriseandbrand’sglobalization4.2MotivationandchallengetotheChinesecompanies………………….4.3ChineseEnterprise’s10methodsofinternationalizationandglobalization..Chapter5Caseandanalysis5.1Haiergroup555.1.1IntroductionofHaierGroup…………………………………………………..5.1.2Haier’sBrandphiloso

5、phy…………………………………………………….5.1.3DifferentbrandinnovationstepsinHaier…………………………………5.2Lenovo5.2.1IntroductionofLenovo…………………………………………………………5.2.2Brandoperationstepsintheinternationalmarket…………………………5.3FailcaseofChineseSony(TCL)hugelossininternationalmarketfromthelevelofbranmanagement.5.3.1Int

6、roductionofTCL……………………………………………………………….5.3.2HereIconcludethe4mainreasonsconcernbrandoperationandbrandinnovationwhichleadTCLfailintheinternationalmarketChapter6Conclusionandlimitations……………………………………………...55ChapterlIntroduction&AbstractPurpose:Thisprojectillustratesthedevelopemntofbrandma

7、ngaegmetandbrandinnovationofChiensecompanyinglobalmarket.HereIfocusingontheperformanceofmajorChineseenterprises(Lenovo,TCL,Haier)increatingbrandssustainingthemintheinternationalmarketandexpandthemfromlocalbrandintoglobalmarkets.Design&Approach:Thestudybeginswiththeorydescriptio