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时间:2019-03-08
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1、万方数据WHYCHINADOESNOTHAVESTRONGBRANDS?;37.3
2、NDUsTRYRELJ气TEDFACToRS⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯437.4CONSUME尺尺EM丁EDFAC丁O尺S⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.468.STRATEGIESFORBUILDlNGSTRONGCHINESEBRANDS⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯.498.1cHANGlNGTHEM
3、NDsET:Gettingtoknowthemeaning
4、andthevalueofbrand⋯⋯⋯⋯,.508,2cORPORATESTRUCTUREANDcuLTURE:ANEwORGAN
5、zAT
6、ONALMODEL⋯⋯⋯.538.3FROMMADE
7、NcH
8、NATOcREATEDINCHINA⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.,568.4S矾尺丁EGVHowCanChinesecompaniesdeveloprecognizablebrands?⋯⋯⋯⋯⋯⋯⋯⋯.598.5BRA^『DACQ叫S/刀O^『⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
9、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..628.6BRA~DA£-厶/A^『CE⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..638.7O尺GA~fCG尺O¨下H⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..649.CONCLUSlON⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯65APPENDIX.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。.68Appendix1:INTERBRA
10、ND’s100MOsTVALUABLEBRANDSLIST⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯68Appendix2jCONSUME尺8EHAWO尺SUR阼y⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..70Appendix3:MUL丁f懒尺舱丁EAMLysfS⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72REFERENCES⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..78万方数据WHYCHINADOESNOTHAVESTRONGBRANDS?i4TABLEOFFIGURESANDTABLE
11、SFIGURE1:INTERBRANDMETHODOLOGY(SOURCE:INTERBRAND)。................⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯.⋯.⋯.⋯16FIGURE2:BREAKDOWNOFBRANDSBYREGION⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。⋯⋯..⋯..⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯17FIGURE3:BREAKDOWNOFBRANDSINASIAPACIFIC⋯⋯⋯.....................⋯.⋯⋯⋯⋯⋯⋯⋯.⋯⋯⋯⋯⋯⋯......⋯17FIGURE4:GLOBA
12、LCONSUMERELECTRONICSREVENUE(US$BN)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..18FIGURE5:OEMvsOBMMARGINS(SOURCE:SANDRABELL)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.21FIGURE6:CONSUMERELECTRONICSRETAILVALUESALES2007-2015INUS$BN(SOURCE:EuRoMONlTOR)⋯22FIGURE7:BREAKDOWNOFELECTRONICSINDUSTRYREVENUEIN
13、CHINAIN2011..⋯.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.⋯⋯..22FIGURE8:COMPUTERHARDWAREDEMAND(US$BN)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.23FIGURE9:AvHARDWAREDEMAND(US$BN)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯24FIGURE10:MOBILEHANDSETSDEMAND(US$BN)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..24FIGURE11:FACTORSTHATAFFEC
14、TPURCHASlNGDECISIONS⋯⋯........⋯⋯⋯⋯⋯⋯⋯⋯......................⋯⋯⋯⋯38FIGURE12:QUALITYOFCONSUMERELECTRONICPRODUCTSFROMSOMECOUNTRIES⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.39FIGUREl3:CHINAVSVVEST.CULTURALDIMENSK)NS.⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯........
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