| ABSTRACT | 第1-5页 |
| 摘要 | 第5-9页 |
| Chapter 1 Introduction | 第9-16页 |
| ·An Introduction | 第9页 |
| ·Overview of International Branding | 第9-12页 |
| ·Definition of Brand | 第9-11页 |
| ·Characteristics of Brand | 第11-12页 |
| ·International Branding | 第12-16页 |
| ·The Definition and Connotation of International Branding | 第12-14页 |
| ·Different International Branding Strategies | 第14页 |
| ·The Importance of International Branding Strategy | 第14-16页 |
| Chapter 2 Literature Review: Theories Supporting International Branding | 第16-23页 |
| ·A Stage Model of International Brand Development | 第16-19页 |
| ·Porter's Diamond | 第19-21页 |
| ·U-Shaped Curve | 第21-23页 |
| Chapter 3 Global Economic Background for International Branding | 第23-31页 |
| ·Globalization of the World Economy | 第23-24页 |
| ·Different Patterns of Globalization | 第24-28页 |
| ·China's Accession to WTO | 第28-31页 |
| Chapter 4 The Implementation of International Branding Strategy in China | 第31-44页 |
| ·The Macroeconomic Imperative: National Economic Growth Requirement | 第31-35页 |
| ·The Requirement of Sustainable Growth | 第31页 |
| ·A Solution to the Transition from Quantitative to Qualitative Trade Patterns | 第31-34页 |
| ·A Good Way to Circumvent Trade Barriers | 第34-35页 |
| ·A Coordinated Effort: Government Support as Catalyst and Expediter | 第35-38页 |
| ·Government Supporting Policies | 第35-36页 |
| ·Financial Support | 第36-37页 |
| ·Detailed Guidelines | 第37-38页 |
| ·Strategic Choice for Domestic Companies | 第38-40页 |
| ·Fierce Competition from Multinationals | 第38-39页 |
| ·Favorable Domestic Conditions | 第39页 |
| ·Building Competitive Flexibility | 第39-40页 |
| ·The Gap between Chinese Brands and World Famous Brands | 第40-44页 |
| ·Gap in Brand Value | 第40-42页 |
| ·Reasons for the Gap | 第42-44页 |
| Chapter 5 The Present Situation of International Branding in China | 第44-71页 |
| ·Alternative Strategies for International Branding | 第44-51页 |
| ·Exporting: Branded Products Exporting | 第44-46页 |
| ·OEM (Original Equipment Manufacture) | 第46-48页 |
| ·Mergers& Acquisitions | 第48-49页 |
| ·Outward FDI | 第49-51页 |
| ·The Market Entry Mode of International Branding | 第51-55页 |
| ·From Developed Countries to Developing or Less-developed Countries | 第51-52页 |
| ·From Developing or Less-developed Countries to Developed countries | 第52-55页 |
| ·Case Study: Achievements of International Branding in China | 第55-62页 |
| ·The Beginning of International Branding of Some Chinese Enterprises | 第55-59页 |
| ·The Recent Flurry of Outward Investment | 第59-60页 |
| ·Continuous Development and Achievement | 第60-62页 |
| ·The Problems Faced by Some Chinese Companies | 第62-71页 |
| ·Problems in OEM | 第62-65页 |
| ·Problems in Mergers and Acquisitions | 第65-68页 |
| ·Problems in Outward FDI | 第68-69页 |
| ·Problem in Brand Management | 第69-71页 |
| Chapter 6 Suggestions for International Branding | 第71-79页 |
| ·The Upgrading of OEM | 第71-74页 |
| ·Integrating into the International Production Value Chain | 第71页 |
| ·The Upgrading Path | 第71-74页 |
| ·The Adoption of Brand Acquisitions and Co-Brands | 第74-75页 |
| ·Following a Gradual International Branding Process | 第75-76页 |
| ·Brand management and Protection in the Process of International Branding | 第76-77页 |
| ·Strengthening R&D and Innovation | 第77-79页 |
| Chapter 7 Conclusion | 第79-81页 |
| REFERENCES | 第81-82页 |
| ACKNOWLEDGEMENT | 第82-83页 |
