| ABSTRACT | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-19页 |
| ·General Situation of Ceramic Industry | 第13-14页 |
| ·Purposes and Implications | 第14-15页 |
| ·Literature Review of Current Researches | 第15-17页 |
| ·Research Methods and Contribution of This Paper | 第17页 |
| ·Structure and Outline | 第17-19页 |
| Chapter Ⅱ Connotation of Brand and Theories on BrandCompetitiveness | 第19-29页 |
| ·Scientific Connotation of Brand | 第19-20页 |
| ·Traditional Interpretation of Brand | 第19页 |
| ·Modern Interpretation of Brand | 第19-20页 |
| ·Elements and Features of Brand | 第20-22页 |
| ·Elements of Brand | 第20-21页 |
| ·Characteristics of Brand | 第21-22页 |
| ·Theories on Brand Competitiveness | 第22-25页 |
| ·Functions of Brand | 第22页 |
| ·Competitive Advantages of Brand | 第22-25页 |
| ·Connotation and Categories of Brand Strategy | 第25-29页 |
| ·Connotation of Brand Strategy | 第25-27页 |
| ·Categories of Brand Strategy | 第27-29页 |
| Chapter Ⅲ Overview of Ceramic Industry and Analysis on CurrentChinese Ceramic Export | 第29-40页 |
| ·Summary of Ceramic Industry | 第29-34页 |
| ·Definition of Ceramics | 第29页 |
| ·Classification of Ceramics | 第29-30页 |
| ·The History of Chinese Ceramic Industry | 第30-32页 |
| ·The Output Value of Ceramic Products | 第32-34页 |
| ·Current Situation and Feature Analysis of Chinese Ceramic Export | 第34-38页 |
| ·Current Status of International Trade in Ceramic Industry | 第38-40页 |
| ·Ceramic Industry Is Transferred to Developing Countries | 第38页 |
| ·Export Capability in Developing Countries Is Enhancing | 第38-40页 |
| Chapter Ⅳ Comparison of Domestic and Foreign Ceramic Brands | 第40-71页 |
| ·Overview of Domestic Ceramic Brands and Their Branding Strategies | 第40-59页 |
| ·Guangdong Dongpeng Ceramics | 第41-48页 |
| ·Guangdong New Zhongyuan Ceramics | 第48-51页 |
| ·Shandong Huaguang Ceramics | 第51-55页 |
| ·Tangshan Red Rose Bone China | 第55-59页 |
| ·Overview of International Ceramic Brands and Their Branding Strategies | 第59-71页 |
| ·Wedgwood | 第59-62页 |
| ·Royal Doulton | 第62-64页 |
| ·Hermes | 第64-67页 |
| ·Royal Copenhagen | 第67-68页 |
| ·Noritake | 第68-71页 |
| Chapter Ⅴ SWOT Analysis on Chinese Ceramic Brand Building | 第71-82页 |
| ·Strengths of Brand Building | 第71-73页 |
| ·Affluent Historical Context | 第71-72页 |
| ·Rich Ceramic Raw Materials and Resources | 第72页 |
| ·Large Ceramic Industry Scale | 第72页 |
| ·Development of Supporting Industries | 第72-73页 |
| ·Weaknesses of Brand Building | 第73-77页 |
| ·Lack of Brand Awareness and Effective Branding Strategy | 第73-74页 |
| ·Lack of Core Competence | 第74-76页 |
| ·Rising Prices of Domestic Raw Materials and Energy and Carbon Emission Restriction | 第76-77页 |
| ·OEM Orders | 第77页 |
| ·Opportunities of Brand Building | 第77-79页 |
| ·Positive Changes Aroused from Overcapacity | 第77-78页 |
| ·Autonomy in Foreign Trade after Accession to WTO and Fairer Competitive Environment | 第78页 |
| ·Exchange Rate Reform | 第78-79页 |
| ·Threats of Brand Building | 第79-82页 |
| ·Consumers' Weak Sense of National Brands | 第79页 |
| ·Adjustment of Export Tax Rebate Policy | 第79-80页 |
| ·RMB Appreciation | 第80页 |
| ·International Trade Protectionism and Anti-dumping | 第80-82页 |
| Chapter Ⅵ Suggestions for Chinese Ceramic Industry in Its BrandInternationalization | 第82-94页 |
| ·Repositioning the Existing Brands and Upgrading Brand Culture Connotation | 第82-83页 |
| ·Enhancing Core Competitiveness | 第83-84页 |
| ·Conducting Innovation in Major Aspects | 第84-90页 |
| ·Technological Innovation | 第84-85页 |
| ·Marketing Innovation | 第85-89页 |
| ·Management Innovation | 第89-90页 |
| ·Achieving Industry Consolidation and Scale of Production | 第90-91页 |
| ·Enhancing Brand Protection and Brand Crisis Awareness | 第91-92页 |
| ·Strengthening Brand Protection Awareness | 第91页 |
| ·Establishing Emergence Response System for Brand Crisis | 第91-92页 |
| ·Government-led Branding Operation | 第92-94页 |
| Chapter Ⅶ Conclusion | 第94-96页 |
| BIBLIOGRAPHIES | 第96-100页 |
| ACKNOWLEDGEMENT | 第100-101页 |
