| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| Chapter I Introduction | 第16-20页 |
| 1.1 Research Background | 第16页 |
| 1.2 Research Significance | 第16-17页 |
| 1.3 Research Content and Method | 第17-18页 |
| 1.3.1 The Main Content | 第17页 |
| 1.3.2 Research Method | 第17-18页 |
| 1.4 Research Highlighted,Difficulties, Innovation and Shortages | 第18-20页 |
| Chapter II Literature Review | 第20-26页 |
| 2.1 Brand Equity Theory Review | 第20-21页 |
| 2.2 Brand Building Correct Concept Analyzing | 第21-22页 |
| 2.3 Brand Resonance Model Analyzing | 第22-23页 |
| 2.4 Brand Asset Valuator Model Analyzing | 第23-24页 |
| 2.5 Five Steps to Build the World's Most Valuable Brand | 第24-26页 |
| Chaapter III Chinese Zipper Industry Brand Equity Building Situation | 第26-38页 |
| 3.1 China Has Ranked the Biggest Zipper Production Country | 第26页 |
| 3.2 Chinese Zipper Brand Equity Building History | 第26-30页 |
| 3.2.1 China Zipper First Five Year Development Plan | 第28-30页 |
| 3.3 Chinese Zipper Brand Equity Building Problems | 第30-35页 |
| 3.3.1 Problems Faced by Chinese Zipper Manufacturer | 第31-33页 |
| 3.3.2 Chinese Zipper Manufacturer Core Crisis | 第33-35页 |
| 3.4 Reason Analysis to Chinese Zipper Manufacturer's Problems | 第35-36页 |
| 3.5 Brand Building is a Breach of the Transformation and Upgrading | 第36-38页 |
| Chapter IV Talon Zipper Company Case Study | 第38-58页 |
| 4.1 Talon Zipper Company Overview | 第38-49页 |
| 4.1.1 Talon Zipper Brand Building History | 第38-39页 |
| 4.1.2 Talon Key Financial Data and Operation Ststus Analysis | 第39-41页 |
| 4.1.3 Talon Brand Resonance Pyramid | 第41-46页 |
| 4.1.4 Talon Brand Assets Valuation | 第46-47页 |
| 4.1.5 Market Status of Talon Zipper Company | 第47-49页 |
| 4.2 How Talon Built Brand Resonance Loyalty | 第49-57页 |
| 4.3 The Problem Talon Faces and Solution Analysis | 第57-58页 |
| Chapter V Suggestions to Chinese SME Zipper Manufacturers | 第58-66页 |
| 5.1 Talon Experience Apply to Chinese Zipper Industry | 第58-60页 |
| 5.2 What Chinese SME Zipper Manufacturers Should Learn from Talon | 第60-61页 |
| 5.3 Chinese Zipper Transforming and Upgrading | 第61-63页 |
| 5.4 What’s the Possibility China Become Powerful Branded Zipper Country | 第63-66页 |
| Chapter VI Conclusion | 第66-69页 |
| REFERENCE | 第69页 |
