| ABSTRACT | 第1-9页 |
| 摘要 | 第9-18页 |
| Chapter Ⅰ Introduction | 第18-29页 |
| ·Research Background and Significance | 第18-22页 |
| ·Literature Review | 第22-24页 |
| ·Research Methods | 第24-25页 |
| ·Innovative Points and Limitations | 第25-26页 |
| ·Innovative Points | 第25页 |
| ·Limitations | 第25-26页 |
| ·Thesis Structure | 第26-29页 |
| Chapter Ⅱ The Connotation and Significance of Brand and MarketingTheory of 4Ps | 第29-40页 |
| ·The Connotation of Brand | 第29-31页 |
| ·The Importance of the Brand Building | 第31-34页 |
| ·The Importance of Brand Building from the View of Customers | 第31-32页 |
| ·The Importance of Brand Building for an Enterprise | 第32-33页 |
| ·The Importance of Brand Building for the Country | 第33-34页 |
| ·The Definition of the International Brand | 第34页 |
| ·The Significance of Global Brand Building in Fireworks Industry | 第34-36页 |
| ·Requirement for Green Consumption | 第35页 |
| ·An Important Way to Improve Competitiveness | 第35-36页 |
| ·Key to Break Through the Technical Barriers to Trade | 第36页 |
| ·The Comparison of Regional Brand and Corporate Brand | 第36-38页 |
| ·The Definition of the Regional Brand | 第36页 |
| ·The Definition of the Corporate Brand | 第36-37页 |
| ·The Difference of Regional Brand and Corporate Brand | 第37-38页 |
| ·The Marketing Theory of 4Ps | 第38-40页 |
| Chapter Ⅲ An Overview of Liuyang Fireworks Industry | 第40-65页 |
| ·The Characteristics of Liuyang Fireworks Industry | 第40-45页 |
| ·High Market Share and Extensive Sales | 第40-41页 |
| ·Great Variety of Products and Continuous Improvement in Technology | 第41-43页 |
| ·Rapid Development of Related Industries and the Formation of the Industrial Clusters | 第43-45页 |
| ·The Contributions of Liuyang Fireworks | 第45-50页 |
| ·The Contributions of Liuyang Fireworks to Local Development | 第45-49页 |
| ·The Contributions to the Whole Firework Industry | 第49-50页 |
| ·The Current Situation of Liuyang Firework | 第50-53页 |
| ·Further Improvement in Fireworks Production Technology and Safety Supervision Mechanism | 第50-51页 |
| ·Requirements for Information Technology and Cultural Innovation | 第51页 |
| ·Need for Global Brands | 第51-52页 |
| ·Further Improvement in the Marketing Model | 第52-53页 |
| ·SWOT Analysis on Liuyang Fireworks International Brand Building | 第53-65页 |
| ·Strengths of Brand Building | 第53-56页 |
| ·Weaknesses | 第56-59页 |
| ·Opportunities | 第59-62页 |
| ·Threats | 第62-65页 |
| Chapter Ⅳ International Brand Building of Liuyang Fireworks | 第65-76页 |
| ·The Analysis of Liuyang Fireworks Brand | 第65-67页 |
| ·Enhancement on the Regional Brand Building of Liuyang Fireworks | 第65-66页 |
| ·Emphasis on the Global Corporate Brands Building | 第66-67页 |
| ·Differentiated International Brand Positioning | 第67-72页 |
| ·The Definition of Differentiated Brand Positioning | 第67-68页 |
| ·Differentiated International Brand Positioning of Liuyang Fireworks | 第68-72页 |
| ·The Brand Strategy of Liuyang Fireworks | 第72-76页 |
| ·Enhancement of the Regional Brand | 第72-73页 |
| ·The Building of Leading Enterprises Brands | 第73-76页 |
| Chapter Ⅴ Brand Enhancement and Protection | 第76-97页 |
| ·Brand Management Protection | 第76-78页 |
| ·Market-oriented Management Philosophy | 第76-77页 |
| ·High-quality Products | 第77-78页 |
| ·Strict Control System | 第78页 |
| ·Brand Enhancement Based on Marketing Theory of the 4Ps | 第78-97页 |
| ·Product Strategy of International Marketing | 第79-85页 |
| ·Price Strategy of International Marketing | 第85-88页 |
| ·Place Strategy of International Marketing | 第88-91页 |
| ·Promotion Strategy of International Market | 第91-97页 |
| Chapter Ⅵ Protective Measures of Liuyang Fireworks in InternationalBrand Building | 第97-111页 |
| ·The Government Functions | 第97-99页 |
| ·Protection of the Fireworks Industry | 第97-98页 |
| ·Integration of the Fireworks Industry | 第98页 |
| ·Propaganda for Liuyang Fireworks | 第98-99页 |
| ·Cultural Influence on Promoting Fireworks Brand | 第99-101页 |
| ·The Establishment of Fireworks Culture Research and Development Centre | 第99-100页 |
| ·Books, Newspapers and Magazines Release | 第100页 |
| ·Integration of Cultural Elements into Fireworks | 第100-101页 |
| ·The Roles of Fireworks Industry Association | 第101-103页 |
| ·Perfection of the Fireworks Standards Gradually | 第101-102页 |
| ·Enhancement of Enterprise Self-discipline | 第102-103页 |
| ·Human Resource Development in Liuyang Fireworks Industry | 第103-104页 |
| ·Training Staffs and Workers | 第103-104页 |
| ·Attracting New and Talented Staffs | 第104页 |
| ·The Implementation of Standard and Safety Control | 第104-111页 |
| ·Safety Management in Fireworks Production | 第105-107页 |
| ·Safety Management in Fireworks Distribution | 第107-108页 |
| ·Safety Management in Fireworks Transporting and Exporting | 第108-109页 |
| ·Safety Management in Fireworks Display and Consuming | 第109-111页 |
| APPENDIX | 第111-112页 |
| Table A1:Output Value of Liuyang Fireworks and Liuyang's GDP | 第111页 |
| Table A2:The Tax Created by the Liuyang Fireworks | 第111-112页 |
| REFERENCES | 第112-116页 |
| ACKNOWLEGEMENT | 第116-117页 |
