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1、万方数据山东大学硕士学位论文CONTENTChineseabstract⋯．⋯．⋯⋯．⋯．．⋯．．⋯⋯⋯．⋯．⋯⋯⋯⋯．⋯．⋯．⋯⋯．⋯⋯．⋯．⋯．⋯．⋯．⋯⋯．⋯⋯⋯．⋯⋯1ABSTRAT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．2ChapterlForeword．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．j}1．1Thebackgroundandsig

2、nificance．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．41．2Theresearchstatusathomeandabroad．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．51．3Theresearchmethods．．⋯．⋯⋯⋯．⋯．．⋯．．⋯．⋯．⋯．⋯⋯．⋯⋯⋯⋯．⋯．⋯⋯．⋯．．⋯⋯⋯⋯⋯．⋯⋯91．4Thestructure．⋯．⋯⋯．⋯⋯．⋯⋯⋯

3、⋯．⋯．⋯．．⋯⋯⋯．⋯⋯．．⋯．．⋯．．⋯．⋯．⋯⋯．⋯⋯⋯．⋯．⋯⋯．⋯1()1．5Theinnovation．⋯．⋯⋯．⋯⋯．⋯．⋯．．⋯．⋯．．⋯．⋯．⋯．⋯⋯．⋯⋯⋯⋯．⋯⋯．⋯．⋯⋯．．⋯⋯⋯⋯．⋯．11Chapter2Brandingandrelatedtheorysummarize．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．122．1Thedefinitionandfunctionofbrand⋯．⋯⋯．⋯．⋯．⋯．⋯⋯⋯．⋯．⋯．⋯⋯．⋯⋯⋯．⋯⋯．⋯．．．122．2Thecon

4、tentofbrand．⋯．⋯．．⋯⋯⋯．⋯．⋯⋯．．⋯⋯．⋯．⋯．⋯．．⋯⋯．⋯．⋯．⋯⋯⋯．⋯⋯⋯．⋯．⋯．．132．3Thetheoryprogressandbasicprocessofbrandcreation⋯．⋯．⋯⋯．⋯⋯．．⋯⋯⋯⋯．⋯．14Chapter3NCcorporationbrandingstatusanalysis．⋯．⋯⋯．⋯．⋯⋯．⋯⋯⋯⋯．．⋯⋯⋯．⋯．⋯．．20：；．1Thecompanyprofile⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯203．2Thebrandstrategy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

5、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21：；．3Thecorevalue⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯223．4Thebrandcharacter⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．243．5Thebrandingmanagementissueanalysis⋯．⋯．⋯．⋯⋯．⋯⋯．⋯⋯．⋯．⋯．⋯⋯⋯⋯．⋯．⋯．．25Chapter4NCcorporationbrandingdesign⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．284．1Theprocessdesignofbra

6、ndcreation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．284．2Brandimagestrategydevelopmentatthedesignphase．⋯．⋯．⋯．⋯⋯．．⋯．．⋯⋯．⋯．⋯．．294．3Thetransmissionschemedesign⋯．．⋯．．⋯⋯⋯⋯．⋯．⋯．⋯．⋯．⋯．⋯．⋯⋯⋯．⋯．．．．⋯⋯．．⋯．．314．4Thecrisismanagementmechanismestablish⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．38万方数据山东大学硕士学位论文Chaper5TheguaranteemeasuresofN

7、Ccorporationbranding．．．．⋯．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．411；．1Fosterbrandingconsciousness．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．415．2Implementationofbrandtransmissionplan．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．425．3Thecontinu

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