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

Analysis and comparision of Chinese companies brand management and brand innovation --Brand innovation as the firm’s powerful weapon Content Chapter 1 Introduction…………………………………………………………… Chapter 3 Theory and relevant theoretic issue 3.1 Brand ………………………………………………………………… 3.1.1 Brand concept………………………………………………………… 3.1.2Brand inovation need support from brand management 3.1.3Brand manegement and extentionas companys important strategy ……………………. 3.1.4Brand innovation…………………………………………………………. 3.2 marketing from traditional 4P theory to 6P 3.2.1 Brand innovation requires the fifth “P”People…………………………………………………….. 3.2.2 Brand innovation requires the sixth “P”Performance……………………………………………… 3.2,3 Brand innovation discusiss 3,2,4 Brand innovations fuction and system--Brand innovation is only changing LOGO, advertising? Why brand should be innovated? 3, 2.5 Several standards to value a brands management and innovation Chapter 4 Chapter 4 Motivation and methods Common characters, of Chinese Enterprise and brand ’s globalization 4.2 Motivation and challenge to the Chinese companies…………………. 4.3 Chinese Enterprise’s 10 methods of internationalization and globalization.. Chapter 5 Case and analysis 5.1 Haier group 5.1.1Introduction of Haier Group………………………………………………….. 5.1.2Haier’s Brand philosophy ……………………………………………………. 5.1.3 Different brand innovation steps in Haier………………………………… 5.2 Lenovo 5.2.1Introduction of Lenovo………………………………………………………… 5.2.2Brand operation steps in the international market………………………… 5.3 Fail case of Chinese Sony (TCL) huge loss in international market from the level of bran management. 5.3.1 Introduction of TCL………………………………………………………………. 5.3.2 Here I conclude the 4 main reasons concern brand operation and brand innovation which lead TCL fail in the international market Chapter 6 Conclusion and limitations……………………………………………... Chapter l Introduction Abstract Purpose: This project illustrates