| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| 1.INTRODUCTION | 第17-21页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Purpose | 第18-19页 |
| 1.3 Significance | 第19-20页 |
| 1.4 Research method | 第20-21页 |
| 2.LITERATURE REVIEW | 第21-34页 |
| 2.1 The meaning of brand building | 第21-22页 |
| 2.2 Measurement of brand value | 第22-23页 |
| 2.3 Current situation of Chinese brand development in the international market | 第23-26页 |
| 2.4 Relevant Studies on Brand Building | 第26-28页 |
| 2.5 Literates about building brand successfully | 第28-31页 |
| 2.6 Research of the brand development in the international Market | 第31-33页 |
| 2.7 Research Gap | 第33-34页 |
| 3.CASE DESCRIPTION | 第34-51页 |
| 3.1 Company profile | 第34页 |
| 3.2 Organizational structures | 第34-35页 |
| 3.3 The current status of X company brand building and its negative influence | 第35-39页 |
| 3.4 Problems of X company’s brand building in the international trade | 第39-51页 |
| 3.4.1 X company is lack of brand orientation strategy | 第40-44页 |
| 3.4.2 X company’s Brand identity is weak | 第44-45页 |
| 3.4.3 X company’s Brand positioning is unclear | 第45-48页 |
| 3.4.4.X company brand building lacks consistency management | 第48-51页 |
| 4.REASONS FOR THE VARIOUS PROBLEMS DURING BRAND BUILDING PROCESS | 第51-59页 |
| 4.1 X Company lacks a professional team for brand building and management | 第51-52页 |
| 4.2 X company lacks the key technology and competitive products | 第52-54页 |
| 4.3 X company lacks systemic brand building and management system | 第54-57页 |
| 4.4 X company lacks of perception of the global market | 第57-59页 |
| 5.THE COUNTERMEASURES THAT X COMPANY SHOULD TAKE FORBRAND BUILDING IN THE INTERNATIONAL TRADE | 第59-68页 |
| 5.1 Formulate corresponding policies and set up formalized system to promotethe brand building in the foreign trade | 第59-60页 |
| 5.2 Establish effective incentive mechanism to promote brand building | 第60-62页 |
| 5.3 Strengthen personnel training and enhance brand management capability | 第62-63页 |
| 5.4 Select the suitable brand development strategy | 第63-68页 |
| 6.CONCLUSIONS | 第68-70页 |
| 7.MANAGERIAL IMPLICATIONS | 第70-71页 |
| 8.LIMITATIONS | 第71-72页 |
| 9.FURTHER STUDY | 第72-73页 |
| REFERENCES | 第73-86页 |
| APPENDIX 1.FOREIGN CUSTOMERS’ QUESTIONNAIRE ABOUT XCOMPANY BRAND BUILDING | 第86-90页 |
| APPENDIX 2.X 公司品牌建设内部调查问卷 | 第90-93页 |
