| ACKOWLEDGEMENT | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-20页 |
| 1 Introduction | 第20-24页 |
| 1.1 Research Background | 第20-21页 |
| 1.2 Research Significance and Objectives | 第21-22页 |
| 1.2.1 Research Significance | 第21-22页 |
| 1.2.2 Research Objectives | 第22页 |
| 1.3 Research Method | 第22-23页 |
| 1.3.1 Literature Review | 第22页 |
| 1.3.2 Case Analysis | 第22-23页 |
| 1.4 Structure of Dissertation | 第23-24页 |
| 2 Literature review | 第24-38页 |
| 2.1 Theory of Co-branding | 第24-27页 |
| 2.1.1 Definition of Co-branding | 第24页 |
| 2.1.2 The Forms of Co-branding | 第24-26页 |
| 2.1.3 The Functions of Co-branding | 第26-27页 |
| 2.2 Theory of Ingredient Branding Strategy | 第27-34页 |
| 2.2.1 The Concept of Ingredient Branding Strategy | 第27-29页 |
| 2.2.2 The Policies of Ingredient Branding Strategy | 第29-30页 |
| 2.2.3 The Conditions of Ingredient Branding Strategy | 第30-34页 |
| 2.3 The Relationship between Co-branding and Ingredient Branding | 第34-35页 |
| 2.4 Theory of Branding Strategy of B2B Market | 第35-37页 |
| 2.4.1 Features of B2B Market Branding Strategy | 第35-36页 |
| 2.4.2 Brand Element | 第36-37页 |
| 2.4.3 Marketing Communication | 第37页 |
| 2.5 Summary | 第37-38页 |
| 3 Case Description | 第38-48页 |
| 3.1 Brief Introduction of Food Additive Industry | 第38-39页 |
| 3.2 Profile of HS Company | 第39-43页 |
| 3.2.1 Company History and Status Quo | 第39-43页 |
| 3.2.2 The Single Product -- Sucralose | 第43页 |
| 3.3 Brand Development Milestones | 第43-45页 |
| 3.3.1 The Primary Stage of Leading Brand | 第43-44页 |
| 3.3.2 The Recessionary Stage of Lacking Brand | 第44-45页 |
| 3.3.3 The Reviving Stage of Building Brand | 第45页 |
| 3.4 Current Customer Structure | 第45-46页 |
| 3.5 Problems of HS Company after Brand Building | 第46-47页 |
| 3.5.1 Decreasing Sales Volume | 第46-47页 |
| 3.5.2 Difficult Market Expansion | 第47页 |
| 3.6 Summary | 第47-48页 |
| 4 Case Analysis | 第48-76页 |
| 4.1 Demands and Trends Analysis | 第48-54页 |
| 4.1.1 Steadily Rising Demand of Sucralose | 第48-50页 |
| 4.1.2 The Emerging New Trend of“Sugar-free”Products | 第50-52页 |
| 4.1.3 Stronger Intension of Manufacturers to Work with Suppliers Directly | 第52-53页 |
| 4.1.4 Increasing Attention from Consumers to Food Label | 第53-54页 |
| 4.2 Competition Analysis | 第54-56页 |
| 4.3 Product Feature Analysis | 第56-61页 |
| 4.3.1 High Differentiation of Sucralose from Substitutes | 第56-58页 |
| 4.3.2 Crucial Role in Final Product Differentiation | 第58页 |
| 4.3.3 The Complexity of Sucralose in Application | 第58-59页 |
| 4.3.4 Benefit for Manufacturers and Consumers | 第59-61页 |
| 4.4 Customer Analysis | 第61-65页 |
| 4.4.1 The Situation of OEM Business Model | 第61-63页 |
| 4.4.2 The Situation of Manufacturer Customer Development | 第63-64页 |
| 4.4.3 The Differences between the Co-operation with Distributor and Manufacturer | 第64-65页 |
| 4.5 Brand Building Analysis | 第65-71页 |
| 4.5.1 Branding strategy | 第65-66页 |
| 4.5.2 Brand Elements | 第66页 |
| 4.5.3 Marketing Communication | 第66-71页 |
| 4.6 The Conditions of HS Company for Ingredient Branding Strategy | 第71-74页 |
| 4.6.1 Sucralose in Compliance with Conditions for Product | 第71页 |
| 4.6.2 Capability of HS Company in Market Communication withManufacturers | 第71-73页 |
| 4.6.3 Capability of HS Company in Marketing Communication withConsumers | 第73-74页 |
| 4.7 Summary | 第74-76页 |
| 5 Suggestions for Ingredient Branding Strategy | 第76-82页 |
| 5.1 The Policies of HS Company in Ingredient Branding Strategy | 第76-77页 |
| 5.2 Steps of Ingredient Branding Strategy | 第77-80页 |
| 5.2.1 The First Step--Research on Consumer Behavior | 第77页 |
| 5.2.2 The Second Step—Direct Consumer Promotion | 第77-78页 |
| 5.2.3 The Third Step-- Collaboration with Manufacturers in Promotion | 第78-79页 |
| 5.2.4 The Forth Step- Expansion of Manufacturer Usage Base | 第79页 |
| 5.2.5 The Fifth Step- Non-promotional Collaboration with Manufacturers | 第79-80页 |
| 5.2.6 The Sixth Step-Continuation of Direct Consumer Promotion | 第80页 |
| 5.3 Risks and Countermeasures of HS Company Ingredient Branding | 第80-82页 |
| 5.3.1 Questionable Sustainability of the Competitive Advantage | 第80页 |
| 5.3.2 Potential for Lost Accounts | 第80-81页 |
| 5.3.3 High Cost of Promotion | 第81-82页 |
| 6 Conclusion | 第82-84页 |
| 6.1 The Main Conclusion | 第82页 |
| 6.2 Research Contribution | 第82页 |
| 6.3 Research Limitation | 第82-84页 |
| Reference | 第84-87页 |
