| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Part 1 Introduction | 第18-21页 |
| 1.1 Research Background | 第18-19页 |
| 1.2 Research Significance | 第19页 |
| 1.3 The Research Content and Methods | 第19-21页 |
| Part 2 Literature Review | 第21-33页 |
| 2.1 Customer based on brand equity theory | 第21-26页 |
| 2.1.1 Brand Concept | 第21页 |
| 2.1.2 Brand Equity Theory | 第21-23页 |
| 2.1.3 The source of brand equity | 第23-24页 |
| 2.1.4 The Tetralogy of Building a Strong Brand | 第24-25页 |
| 2.1.5 The Evaluation to CBBE Model | 第25-26页 |
| 2.2 Brand Imagery and Brand Positioning | 第26-27页 |
| 2.2.1 Brand Imagery | 第26页 |
| 2.2.2 Brand Positioning | 第26-27页 |
| 2.3 Traditional Modern Marketing Theory | 第27-30页 |
| 2.3.1 4P Theory | 第27-28页 |
| 2.3.2 4C Theory | 第28-29页 |
| 2.3.3 4R Theory | 第29-30页 |
| 2.4 Porter’s Five forces model | 第30-33页 |
| Part 3 Case Description | 第33-51页 |
| 3.1 The Brief Introduction of F Company | 第33-35页 |
| 3.2 Development of Cosmetics and Network Marketing | 第35-43页 |
| 3.2.1 Develop history of world cosmetic industry | 第35-38页 |
| 3.2.2 Current condition of Chinese cosmetic market | 第38-41页 |
| 3.2.3 The Current Condition of network Marketing | 第41-43页 |
| 3.3 The Analysis of brand development of F Company (Based on CBBE model) | 第43-51页 |
| 3.3.1 The low brand recognition of F Company | 第43页 |
| 3.3.2 The low brand recognition of Luxqueena | 第43-45页 |
| 3.3.3 The positioning of Pure Skin is not clear | 第45-49页 |
| 3.3.4 Summary | 第49-51页 |
| Part 4 Case Analysis | 第51-65页 |
| 4.1 Analysis of marketing environment of F Company | 第51-53页 |
| 4.2 Analysis of cosmetic customers demand | 第53-55页 |
| 4.2.1 External factor | 第53-55页 |
| 4.2.2 Internal factor | 第55页 |
| 4.3 Competition analysis | 第55-57页 |
| 4.4 The analysis for non-effective establishment of brand equity of F Company | 第57-60页 |
| 4.5 Summary | 第60-65页 |
| 4.5.1 Brand awareness and recognition is weak | 第60-61页 |
| 4.5.2 More brand marketing activities are needed | 第61-63页 |
| 4.5.3 F Company should learn how to be a good "storyteller" | 第63页 |
| 4.5.4 Brand loyalty should be well concerned | 第63-65页 |
| Part 5 Recommendation | 第65-68页 |
| 5.1 To Create an impressive brand recognition, it is important to find a goodposition for the brand in the market | 第65-66页 |
| 5.2 F Company needs to invest a lot of energy in to brand marketing activities. | 第66页 |
| 5.3 Using the leverage effect of secondary brand association | 第66页 |
| 5.4 Establishing an effective mechanism of customer feedback | 第66-68页 |
| Part 6 Insufficient and Discussion | 第68-69页 |
| REFERENCES | 第69-70页 |
