| ABSTRACT | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·Research Background | 第12-13页 |
| ·Research Purpose and Significance | 第13-14页 |
| ·Main Research Method and Literature Review | 第14-17页 |
| Chapter 2 Theories of Multinational Enterprise's InternationalizationStrategy | 第17-37页 |
| ·Theories of International Trade | 第17-19页 |
| ·Mercantile System | 第17页 |
| ·Factor Endowment Theory | 第17-19页 |
| ·Theory of Foreign Direct Investment | 第19-25页 |
| ·Theory of Monopolistic Advantage | 第20-21页 |
| ·Internalization Theory | 第21-22页 |
| ·Product Life Cycle Theory | 第22-23页 |
| ·The Eclectic Theory of International Production | 第23页 |
| ·Theory of Comparative Advantage to Investment | 第23-25页 |
| ·Theory of the Competitive Advantage of Nations | 第25-26页 |
| ·International Brand Strategy | 第26-37页 |
| ·The Concept International Brand Strategy | 第26-28页 |
| ·The Patterns of International Brand Strategy | 第28-30页 |
| ·The Implementation of International Brand Strategy | 第30-37页 |
| Chapter 3 Current Situation of Unilever's Multinational Operation | 第37-49页 |
| ·Brief Introduction of Unilever | 第37-38页 |
| ·Marketing Characteristics of Unilever's Products | 第38-41页 |
| ·LUX | 第38页 |
| ·CLEAR | 第38-39页 |
| ·LIPTON | 第39-40页 |
| ·WALL'S | 第40-41页 |
| ·The Environment Analysis of Unilever's International Competition | 第41-47页 |
| ·External Environment | 第41-43页 |
| ·Internal Environment | 第43-47页 |
| ·SWOT Analysis of Unilever | 第47-49页 |
| Chapter 4 Unilever's Multinational Operation Strategy | 第49-62页 |
| ·Target Market Segment and Localization | 第49-50页 |
| ·Multinational Mergers and Acquisitions | 第50-52页 |
| ·International Brand Strategy Application of Unilever | 第52-58页 |
| ·Multi-brand Strategy | 第52-53页 |
| ·Strategy for Brand Extension | 第53-54页 |
| ·Strategy for Brand Maintenance | 第54-56页 |
| ·Strategy for International Brand Promotion | 第56-58页 |
| ·Faults of Unilever's International Operation Strategy | 第58-62页 |
| ·Underestimating the Risks of Emerging Markets | 第58-59页 |
| ·Diversified Business Influencing the Overall Performance | 第59-60页 |
| ·Wrong Estimation of Market Demand | 第60-61页 |
| ·Unsuccessful Brand Mergers and Acquisitions in China | 第61-62页 |
| Chapter 5 Enlightenments of Unilever's International Operation | 第62-73页 |
| ·Strengthening Global Consciousness of Brand Strategy | 第62-65页 |
| ·Establishing Brand Strategy with Global Thinking | 第62-63页 |
| ·Building Globalization Oriented Brand | 第63页 |
| ·Building Local International Brand | 第63-65页 |
| ·Positioning International Brands Accurately | 第65-67页 |
| ·Paying Attention to the Emerging Overseas Market | 第67-69页 |
| ·Strengthening Cross-cultural Management of Multinational Enterprises | 第69-71页 |
| ·Centralizing Resources to Develop Core Business | 第71-73页 |
| Chapter 6 Conclusion | 第73-75页 |
| References | 第75-77页 |
| Acknowledgements | 第77-78页 |
