| 内容摘要 | 第1-7页 |
| ABSTRACT | 第7-10页 |
| Introduction | 第10-18页 |
| Chapter Ⅰ. Literature Review | 第18-29页 |
| ·Overview of Brand Development | 第18-20页 |
| ·Studies on Brand Equity Theories | 第20-24页 |
| ·Studies on Brand Equity Theory of David Aaker | 第24-29页 |
| Chapter Ⅱ. Observations of Brand Equity Management of CCB | 第29-45页 |
| ·Status Quo of Brand Equity Management of CCB | 第30-36页 |
| ·Survey for Commercial Banks'Brand Equity Management | 第36-45页 |
| Chapter Ⅲ Problems in Brand Equity Management of CCB | 第45-50页 |
| ·Obscure Brand Positioning and Insufficient Segmenting Market | 第46-47页 |
| ·Untimely Updating the Market and Inadequate Innovative Products | 第47-48页 |
| ·Inadequate Marketing Management and Neglected New Media | 第48-49页 |
| ·Deficient Awareness of Global Branding and Cross-cultural Brand | 第49-50页 |
| Chapter Ⅳ. Proposals for CCB to Improve Brand Equity Management | 第50-69页 |
| ·Identifying Brand Positioning and Clarifying Market Segmentation | 第50-55页 |
| ·Analyzing Dynamic Market and Developing Product Extension | 第55-60页 |
| ·Integrating Marketing Tactics and Adapting to New Media | 第60-64页 |
| ·Improving Global Branding and Cross-cultural Brand Managing | 第64-69页 |
| Conclusion | 第69-71页 |
| Appendix | 第71-75页 |
| Bibliography | 第75-79页 |
| ACKNOWLEDGEMENT | 第79页 |
