| Acknowledgement | 第1-6页 |
| 内容摘要 | 第6-7页 |
| ABSTRACT | 第7-9页 |
| Introduction | 第9-14页 |
| Ⅰ. Theory Frames | 第9-12页 |
| ⅰ. Maslow's Hierarchy of Needs | 第9-11页 |
| ⅱ. Superiority Theory of Intellectual Property Rights | 第11页 |
| ⅲ. Brand Culture Strategy | 第11-12页 |
| Ⅱ. The Frame of Operating Mechanism | 第12-14页 |
| Chapter Ⅰ Literature Review | 第14-17页 |
| ·Domestic Research | 第14-15页 |
| ·International Research | 第15-17页 |
| Chapter Ⅱ The Operating Mechanism between the Brand and Culture | 第17-29页 |
| ·Culture Identity | 第18-24页 |
| ·Definition of Cultural Identity | 第18页 |
| ·Cultural Attributes | 第18页 |
| ·Brand | 第18-21页 |
| ·Effect of Cultural Identity on Brand Culture Strategy | 第21-24页 |
| ·Culture Emotional Satisfaction | 第24-27页 |
| ·Cultural Pride | 第27-29页 |
| Chapter Ⅲ The Operating Mechanisms between Intellectual Property Rights and Brand | 第29-34页 |
| ·The Theory of Intellectual Property Rights Advantage | 第29-30页 |
| ·The Operating Mechanism between Intellectual Property Rights and Brands | 第30-34页 |
| Chapter Ⅳ Interactive Relationships among Culture, Brand, and IntellectualProperty Rights | 第34-39页 |
| ·Brand Culture Strategy | 第34-36页 |
| ·Leading Position of Culture in Brand Culture Strategy | 第36-37页 |
| ·Principle of Intellectual Property Rights in Brand Culture Strategy | 第37-39页 |
| Chapter Ⅴ Case Study | 第39-45页 |
| ·The Introduction of Apple Company | 第39-40页 |
| ·The Original Cultures of "Apple" | 第40-41页 |
| ·Greek Mythology | 第40页 |
| ·Forbidden Fruit in Garden of Eden | 第40-41页 |
| ·Illustration of Apple Culture | 第41-42页 |
| ·Development of Apple Intellectual Property | 第42-43页 |
| ·Brand Culture Strategy of Apple | 第43-45页 |
| Conclusion | 第45-48页 |
| Bibliography | 第48-50页 |
