| 摘要 | 第1-6页 |
| Abstract | 第6-13页 |
| 1. INTRODUCTION | 第13-20页 |
| ·SIGNIFICANCE | 第13页 |
| ·REASON OF RESEARCH AND INITIAL POSITION | 第13-14页 |
| ·PROBLEM DEFINITION | 第14-15页 |
| ·RESEARCH OBJECTIVES AND QUESTIONS | 第15-17页 |
| ·RESEARCH FRAMEWORK AND STRUCTURE | 第17-20页 |
| 2. THEORIES & LITERATURE REVIEW | 第20-56页 |
| ·THE CONCEPT OF BRANDING | 第20-29页 |
| ·Branding as a driver of a successful Business Strategy | 第20-21页 |
| ·Brands and the significance of intangible assets | 第21-22页 |
| ·The call for brand-driven organizations | 第22-23页 |
| ·Internationalization of brands and its objectives | 第23-25页 |
| ·Brand decisions when going international | 第25-27页 |
| ·Brand differentiation or standardization strategy | 第27-29页 |
| ·STRATEGIC BRAND DECISIONS WHEN INTERNATIONALIZE | 第29-41页 |
| ·Mode of market entry | 第29-32页 |
| ·Stage model of international branding | 第32-38页 |
| ·Decision influencing factors when entering into new markets | 第38-41页 |
| ·OPERATIVE BRAND DECISIONS WHEN INTERNATIONALIZE | 第41-45页 |
| ·Transferring brands to foreign markets | 第41-43页 |
| ·Brand communications | 第43-44页 |
| ·Brand distribution | 第44-45页 |
| ·BRAND COMMUNICATION TOOLS WHEN INTERNATIONALIZE | 第45-56页 |
| ·Co-branding | 第45-48页 |
| ·Sponsoring | 第48-50页 |
| ·Corporate social responsibility as international brand insurance | 第50-53页 |
| ·Country of origin and its impacts | 第53-56页 |
| 3. METHODOLOGY | 第56-69页 |
| ·RESEARCH PHIL OSOPHY | 第56-57页 |
| ·RESEARCH APPROACH | 第57-58页 |
| ·RESEARCH STRATEGY | 第58-59页 |
| ·CONCEPTUAL MODEL OF HYPOTHESIS | 第59-65页 |
| ·TIME HORIZON | 第65页 |
| ·PRE-TEST | 第65页 |
| ·FINAL CONCEPT | 第65-68页 |
| ·DATA COLLECTION | 第68-69页 |
| 4. THE CHINESE WAY OF INTERNATIONALIZATION | 第69-89页 |
| ·THE INTERNATIONALIZATION OF CHINA | 第69-80页 |
| ·Growing Chinese Investments abroad | 第70-74页 |
| ·Chinese companies and the international acquisition of strategic assets | 第74页 |
| ·Mergers and acquisitions (M&A) as source for strategic assets | 第74-75页 |
| ·Institutional environments and the impact in China | 第75-77页 |
| ·Inward FDI as stimulus for cross-border M&A | 第77-78页 |
| ·Brand image after M&A | 第78-79页 |
| ·Is China's Internationalization different than Japan or Korea? | 第79-80页 |
| ·THE INTERNATIONALIZATION OF CHINESE COMPANIES | 第80-86页 |
| ·Internationalization routes of Chinese companies | 第80-85页 |
| ·Internationalization practices of Japanese and Korean companies | 第85-86页 |
| ·MAJOR CHALLENGES OF CHINESE COMPANIES | 第86-89页 |
| 5. CASE HISTORIES OF INTERNATIONAL CHINESE BRANDS | 第89-107页 |
| ·CASE ANALYSIS:TCL, HAIER AND GALANZ | 第89-93页 |
| ·IN-DEPTH CASE ANALYSIS:LENOVO | 第93-107页 |
| ·Company overview | 第93-95页 |
| ·PC Market overview | 第95-96页 |
| ·Role of the government | 第96-97页 |
| ·Strategic background of Lenovo's internationalization | 第97-99页 |
| ·Lenovo's Co-branding strategy | 第99-102页 |
| ·Lenovo's communication strategy | 第102-104页 |
| ·Lenovo's brand distribution | 第104-105页 |
| ·Key findings of Lenovo's internationalization strategy | 第105-107页 |
| 6. EMPIRICAL ANALYSIS OF THE RESEARCH DATA | 第107-132页 |
| ·ANALYSIS OF THE SURVEY RESULTS | 第107-128页 |
| ·Demographic data | 第107页 |
| ·Brand communication tools when internationalize | 第107-113页 |
| ·Chinas COO factor | 第113-128页 |
| ·DISCUSSION OF THE SURVEY RESULTS&IDENTIFIED CHALLENGES OF CHINESE BRANDS | 第128-132页 |
| 7. CoNCLUSION | 第132-138页 |
| ·LIMITATIONS AND FUTURE RESEARCH | 第132-133页 |
| ·SUMMARY OF KEY FINDINGS | 第133-135页 |
| ·MANAGERIAL IMPLICATIONS | 第135-138页 |
| 8. REFERENCES | 第138-150页 |
| 9. APPENDIX | 第150-171页 |
