| ACKNOWLEDGEMENT | 第1-5页 |
| 内容摘要 | 第5-6页 |
| ABSTRACT | 第6-10页 |
| Introduction | 第10-14页 |
| Chapter Ⅰ Literature Review | 第14-19页 |
| ·Literature Review on Brand | 第14-15页 |
| ·Literature Review on relationship between Brand and Culture | 第15-17页 |
| ·Literature Review on Brand Culture | 第17-19页 |
| Chapter Ⅱ Brand culture and Business | 第19-27页 |
| ·Definition of Brand | 第19-20页 |
| ·Definition of Brand Culture | 第20-21页 |
| ·Features of Brand Culture | 第21-23页 |
| ·Components of Brand Culture | 第23-25页 |
| ·Link between Brand Culture and Corporate Culture | 第25-27页 |
| Chapter Ⅲ Analysis on Brand Culture of Chinese Food and BeverageEnterprises | 第27-35页 |
| ·Development of Chinese Food and Beverage Enterprise | 第27-28页 |
| ·Problems and Challenges of Chinese Food and Beverage Industry | 第28-29页 |
| ·Analysis of Panda Express | 第29-33页 |
| ·Analysis of Tsingtao Beer | 第33-35页 |
| Chapter Ⅳ Analysis of Brand culture of American Food and BeverageEnterprises | 第35-46页 |
| ·Characteristics of US Food and Beverage Enterprises | 第35-36页 |
| ·Problems of US Food and Beverage Enterprises | 第36-37页 |
| ·Analysis of Mcdonald's Corporation | 第37-39页 |
| ·Analysis of Coca-Cola Company | 第39-41页 |
| ·Experience of Successful Well-known Brands | 第41-46页 |
| Chapter Ⅴ Suggestions to Chinese Food and Beverage Enterprises | 第46-50页 |
| ·Strengthening Brand Culture Construction | 第46-47页 |
| ·Being Aware of Excellent Quality and Brand Image | 第47页 |
| ·Attaching the Importance to Promotion | 第47-48页 |
| ·Shaping Outstanding Entrepreneurs and World-class Staff | 第48页 |
| ·Enhancing Brand Cognition and Strengthening the Legal Protection Awareness | 第48-50页 |
| Conclusion | 第50-53页 |
| Bibliography | 第53-55页 |
