| ACKNOWLEDGEMENTS | 第3-4页 |
| ABSTRACT | 第4-5页 |
| 摘要 | 第6-16页 |
| CHAPTER Ⅰ Introduction | 第16-21页 |
| 1.1 Research background | 第16-17页 |
| 1.2 Research purpose and significance | 第17-18页 |
| 1.3 Research methods and approaches | 第18页 |
| 1.4 Research framework | 第18-21页 |
| CHAPTER Ⅱ Literature Review and Industry Background | 第21-37页 |
| 2.1 Meaning of Brand Extension and Related Strategy | 第21-23页 |
| 2.1.1 Theory of Brand Extension | 第21-22页 |
| 2.1.2 Theory of Brand Relevence | 第22-23页 |
| 2.1.3 Theory of Brand Alliance | 第23页 |
| 2.2 Market Application of Brand Extension | 第23-29页 |
| 2.2.1 Access to New Market through Brand Extension | 第23-25页 |
| 2.2.2 Positive Effect of Brand Extension | 第25-26页 |
| 2.2.3 Negative Effect of Brand Extension | 第26-28页 |
| 2.2.4 Risk Judgment on Brand Extension | 第28-29页 |
| 2.3 Brand Strategy of Internet Finance | 第29-31页 |
| 2.4 Status of Domestic Internet Financial Management Industry | 第31-37页 |
| 2.4.1 Development of Domestic Internet Financial Management Industry | 第31-32页 |
| 2.4.2 Status of Domestic Internet Financial Management Platform | 第32-34页 |
| 2.4.3 Events of Domestic Internet Financial Management Risk | 第34-35页 |
| 2.4.4 Promotion and Supervision of Domestic Internet Financial Brand | 第35-37页 |
| Chapter Ⅲ Case Description | 第37-43页 |
| 3. 1 Basic Introduction | 第37-42页 |
| 3.1.1 Introduction of Tian-An Internet Financial Asset Exchange Center Co.,Ltd | 第37-40页 |
| 3.1.2 Introduction of Tian-An Property Insurance Co., Ltd | 第40-42页 |
| 3.2 Problems that Tian-An Internet Financial Asset Exchange Center Co.,Ltd Faces on BrandStrategy | 第42-43页 |
| Chapter Ⅳ Case Analysis | 第43-73页 |
| 4. 1 Brand Relationship Analysis of Tian-An Internet Financial Asset Exchange Center Co.,Ltd and Tian-An Property Insurance Co.,Ltd | 第43-48页 |
| 4. 2 Brand Extension Analysis of Industry Benchmark “Pingan Orange” | 第48-52页 |
| 4. 3 Analysis on Brand Extension of Tian-An Internet Financial Asset Exchange Center Co.,Ltd | 第52-60页 |
| 4.3.1 SWOT Analysis on Brand Extension of Tian-An Internet Financial AssetExchange Center | 第53-54页 |
| 4.3.2 The advantages of Brand Extension Strategy adopted by Tian-An InternetFinancial Asset Exchange Center | 第54-58页 |
| 4.3.3 The risks of the brand extension strategy adopted by Tian-An Internet FinancialAsset Exchange Center | 第58-60页 |
| 4.4 The current brand extension situation of Tian-An Internet Financial Asset ExchangeCenter | 第60-67页 |
| 4.4.1 Brand positioning of Tian-An Internet Financial Asset Exchange Center | 第60-63页 |
| 4.4.2 The current brand extension situation of Tian-An Internet Financial AssetExchange Center | 第63-67页 |
| 4.5 The problems and suggestions of brand extension strategy of Tian-An Internet FinancialAsset Exchange Center | 第67-73页 |
| 4.5.1 Disadvantages of brand strategy of Tian-An Internet Financial Asset ExchangeCenter | 第67-69页 |
| 4.5.2 Suggestion on the brand extension of Tian-An Internet Financial Asset ExchangeCenter Co., Ltd | 第69-73页 |
| Chapter Ⅴ Conclusion and Prospect | 第73-77页 |
| 5.1 Main Conclusions | 第73-76页 |
| 5.2 Research Prospect | 第76-77页 |
| REFERENCE | 第77-80页 |
