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Why China Does Not Have Strong Brands?Focus on Consumer Electronics Industry

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Why China Does Not Have Strong Brands?Focus on Consumer Electronics Industry
論文目錄
 
摘要第1-6頁
ABSTRACT第6-8頁
  2. INTRODUCTION第8-12頁
  2.1 WEST AND EAST第8-9頁
  2.2 FROM AMERICAN CENTURY TO CHINESE CENTURY第9-11頁
  2.3 FROM OEM TO OBM第11頁
  2.4 PURPOSE AND ORGAIZATION OF THIS PAPER第11-12頁
  3. BRAND第12-17頁
  3.1 WHAT IS A BRAND?第12頁
  3.2 WHAT IS A GLOBAL BRAND?第12-13頁
  3.3 BRAND EQUITY第13-14頁
  3.4 INTERBRAND 100 BEST GLOBAL BRANDS第14-17頁
  4. CONSUMER ELECTRONICS INDUSTRY第17-18頁
  4.1 INDUSTRY DEFINITION第17頁
  4.2 INDUSTRY OVERVIEW第17-18頁
  5. CHINA第18-25頁
  5.1 OWERVIEW第18-19頁
  5.2 OEM第19-20頁
  5.3 ELECTRONICS INDUSTRY IN CHINA第20-24頁
    5.4. INDUSTRY DEVELOPMENTS第24-25頁
  6. FACTORS THAT CONTRIBUTE THE MOST TO BRAND VALUE IN ELECTORNICS INDUSTRY第25-39頁
  6.1 IMPORTANCE OF BRAND IN CONSUMER ELECTRONICS INDUSTRY第25頁
  6.2 METHODOLOGY第25-26頁
  6.3 PRIMARY AND SECONDARY DATA第26頁
  6.4 ANALYSIS第26-39頁
  7. WHY THESE FACTORS ARE NOT PRESENT IN CHINESE BUSINESS LANDSCAPE第39-49頁
  7.7 WHAT DELINEATES A CHINESE BRAND?第40頁
  7.2 MACRO-ECONOMIC FACTORS第40-43頁
  7.3 INDUSTRY RELATED FACTORS第43-46頁
  7.4 CONSUMER RELATED FACTORS第46-49頁
  8. STRATEGIES FOR BUILDING STRONG CHINESE BRANDS第49-65頁
  8.1 CHANGING THE MINDSET:Getting to know the meaning and the value of brand第50-53頁
  8.2 CORPORATE STRUCTURE AND CULTURE:A NEW ORGANIZATIONAL MODEL第53-56頁
  8.3 FROM MADE IN CHINA TO CREATED IN CHINA第56-59頁
  8.4 STARTEGY:How Can Chinese companies develop recognizable brands?第59-62頁
  8.5 BRAND ACQUISITION第62-63頁
  8.6 BRAND ALLIANCE第63-64頁
  8.7 ORGANIC GROWTH第64-65頁
  9. CONCLUSION第65-68頁
APPENDIX第68-77頁
APPendix 1:INTERBRAND'S 100 MOST VALUABLE BRANDS LIST第68-70頁
Appendix 2:CONSUMER BEHAVIOR SURVEY第70-72頁
Appendix 3:MULTIVARIATE ANAL YSIS第72-77頁
REFERENCES第77-84頁

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