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《Analysis and comparision of Chinese companies brand management and brand innovation 英語畢業(yè)論文》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
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
