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1、萬方數(shù)據(jù)山東大學(xué)碩士學(xué)位論文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???????????????????．38萬方數(shù)據(jù)山東大學(xué)碩士學(xué)位論文Chaper5TheguaranteemeasuresofN
7、Ccorporationbranding．．．．?．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．411；．1Fosterbrandingconsciousness．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．415．2Implementationofbrandtransmissionplan．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．425．3Thecontinu
8、ousin
