| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-23页 |
| 1.1 Research Background | 第18-19页 |
| 1.2 Research Objective and Significance | 第19-20页 |
| 1.3 Research Framework and Methodologies | 第20-23页 |
| 1.3.1 Research Methodologies | 第20-21页 |
| 1.3.2 Research Framework | 第21-23页 |
| Chapter Ⅱ Literature Review | 第23-36页 |
| 2.1 Brand Equity | 第23-30页 |
| 2.1.1 The Concept of Brand Equity | 第23-25页 |
| 2.1.2 Brand Equity from the Perspectives of Finance and Consumers | 第25-26页 |
| 2.1.3 Brand Equity Components | 第26页 |
| 2.1.4 Brand Star Model of David Aaker | 第26-28页 |
| 2.1.5 Customer-Based Brand Equity (CBBE) Model by K. L. Keller | 第28-30页 |
| 2.2 Brand Communication | 第30-36页 |
| 2.2.1 Concept of Brand Communication | 第30-31页 |
| 2.2.2 Methods of Brand Communication | 第31-36页 |
| Chapter Ⅲ Case Description | 第36-54页 |
| 3.1The Overview of Hongqi Car | 第36-41页 |
| 3.1.1 The Development of Hongqi Car | 第36-39页 |
| 3.1.2 The Review of Hongqi Brand | 第39-41页 |
| 3.2 The Brand Status of Hongqi Car | 第41-53页 |
| 3.2.1 The Brand Position of Hongqi Car | 第41-43页 |
| 3.2.2 The Brand Awareness of Hongqi Car | 第43-45页 |
| 3.2.3 The Perceived Quality of Hongqi Car | 第45-49页 |
| 3.2.4 The Brand Association of Hongqi Car | 第49-53页 |
| 3.3 The Summary of Problems in Brand Communication of Hongqi Car | 第53-54页 |
| Chapter Ⅳ Case Analysis | 第54-69页 |
| 4.1 Customer-Based Brand Equity Analysis | 第54-64页 |
| 4.1.1 CBBE Model | 第54-56页 |
| 4.1.2 The Analysis of Three Elements in Consumer Relations | 第56-59页 |
| 4.1.3 Consumer Benefit Experience | 第59-62页 |
| 4.1.4 Consumer Emotional Resonance | 第62-64页 |
| 4.2 Corresponded Strategies and Ways | 第64-67页 |
| 4.2.1 Ways to Produce Consumer Emotional Resonance | 第64-66页 |
| 4.2.2 Ways of Consumer Benefit Experience | 第66-67页 |
| 4.3 Summary | 第67-69页 |
| Chapter Ⅴ Suggestions for Brand Communication Strategies of Hongqi Car | 第69-77页 |
| 5.1 Brand Positioning | 第69-70页 |
| 5.2 Communication Strategy Based on Consumer Emotional Resonance | 第70-72页 |
| 5.2.1 Craftsmanship Resonance | 第70页 |
| 5.2.2 Values Resonance | 第70-71页 |
| 5.2.3 Time Trend Resonance | 第71-72页 |
| 5.3 Communication Strategy Based on Consumer Benefit Experience (Enhancement of Consumer Emotions) | 第72-77页 |
| 5.3.1 New Media—Craftsmanship, the Documentary of China Hongqi | 第72-73页 |
| 5.3.2 Integration with International Financial and Economic Summits | 第73-74页 |
| 5.3.3 Experiencing Communication | 第74-77页 |
| Chapter Ⅵ Conclusion | 第77-79页 |
| 6.1 Conclusion and Suggestions | 第77-78页 |
| 6.2 Prospects and Limitations | 第78-79页 |
| REFERENCES | 第79-81页 |
