| 摘要 | 第1-9页 |
| Abstract | 第9-10页 |
| Introduction | 第10-13页 |
| 1. Country of origin,Image and Reputation | 第13-18页 |
| ·Country of origin | 第13-15页 |
| ·Country image and reputation | 第15-16页 |
| ·The Brand Role | 第16-18页 |
| 2. Made in Italy | 第18-28页 |
| ·What Made in Italy is | 第18-19页 |
| ·"Made in" or "coming from" Italy | 第19-21页 |
| ·Made in Italy and reputation | 第21-25页 |
| ·Beauty | 第23页 |
| ·Creativity | 第23-24页 |
| ·Quality craftsmanship | 第24页 |
| ·Culture | 第24页 |
| ·Lifestyle and passion | 第24-25页 |
| ·Italians do it better | 第25-28页 |
| 3. The assessment of Made in Italy in the Chinese Market | 第28-48页 |
| ·Do Chinese love Italy | 第28-31页 |
| ·Italy synonymous of quality | 第31-33页 |
| ·Limits of Made in Italy | 第33-36页 |
| ·The binomial culture and reputation | 第36-44页 |
| ·Guanxi | 第37-40页 |
| ·Face Consumption | 第40-42页 |
| ·When "Made in Italy" is Chinese:the Davinci Case | 第42-44页 |
| ·Who's the Chinese Made in Italy consumer | 第44-48页 |
| ·Can China save Made in Italy | 第47-48页 |
| 4. A focus on Hangzhou wine market | 第48-56页 |
| ·Wine,Luxury and Status in China | 第48-51页 |
| ·What possibilities in Hangzhou market | 第51-56页 |
| Conclusion | 第56-59页 |
| References | 第59-65页 |
