| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-23页 |
| Chapter I Introduction | 第23-26页 |
| 1. Research Objectives | 第23-24页 |
| 2. The significance of research | 第24页 |
| 3. Research Subjects | 第24-26页 |
| Chapter II Literature Review | 第26-35页 |
| 1. The theories of brand and brand management | 第26-28页 |
| 1.1 Brand | 第26-27页 |
| 1.2 Brand management | 第27页 |
| 1.3 Brand positioning | 第27-28页 |
| 2. The brand communication strategies | 第28-35页 |
| 2.1 The theories of integrated marketing communication | 第29-31页 |
| 2.1.1 The objects of integrated marketing strategies | 第29-30页 |
| 2.1.2 The steps of integrated marketing strategies | 第30-31页 |
| 2.2 4P's and 4C's | 第31-32页 |
| 2.3 The services and services brand | 第32-35页 |
| 2.3.1 Services | 第32-33页 |
| 2.3.2 Services brand | 第33页 |
| 2.3.3 The points for building a good services brand | 第33-35页 |
| Chapter III Case Description | 第35-45页 |
| 1. Background | 第35页 |
| 2. The concepts related to the inspection industry | 第35-37页 |
| 2.1 Inspection | 第35-36页 |
| 2.2 Testing | 第36页 |
| 2.3 Certification | 第36-37页 |
| 3. The introduction of companies in the third-party I&C industry | 第37-45页 |
| 3.1 The development path of Chinese third-party I&C companies | 第37-39页 |
| 3.2 The comparison of supervision system between China and otheradvanced countries | 第39-40页 |
| 3.3 Dilemmas of third-party I&C companies developing in China | 第40-43页 |
| 3.3.1 The degree of integration of resources is not high | 第40-41页 |
| 3.3.2 Small-scale business and weak anti-risk capability | 第41页 |
| 3.3.3 Equipment resource is not balanced, the professional andtechnical service capabilities should be improved | 第41-42页 |
| 3.3.4 Weak marketing capabilities | 第42-43页 |
| 3.3.5 The historic brand reputation is relatively weak | 第43页 |
| 3.4 The introduction of international third-party inspection companies inChina | 第43-45页 |
| Chapter IV Case Analysis | 第45-60页 |
| 1. BV's global development history | 第45-46页 |
| 2. BV's development history in China | 第46-47页 |
| 3. The problems encountered at the initial stage of BV’s development in China | 第47-54页 |
| 3.1 Strengths | 第48-49页 |
| 3.1.1 Global brand image | 第48页 |
| 3.1.2 One-stop services network | 第48-49页 |
| 3.1.3 Professional PR and technical team | 第49页 |
| 3.2 Weaknesses | 第49-50页 |
| 3.2.1 The influence of the domestic trade market is weak | 第49页 |
| 3.2.2 The communication between the various independent businessefficiency is not high | 第49-50页 |
| 3.2.3 The restricted supervision system from Chinese government | 第50页 |
| 3.3 Opportunities | 第50-51页 |
| 3.3.1 The active globalism economic and trade market of China | 第50-51页 |
| 3.3.2 The growth of environmental and product safety requirements | 第51页 |
| 3.3.3 The rapid development of emerging industry | 第51页 |
| 3.4 Treats | 第51-54页 |
| 3.4.1 The threats of competitors | 第51-53页 |
| 3.4.2 The influence of global economic and trade environment | 第53-54页 |
| 4. The analysis of marketing strategy problems encountered at the initial stageby entering into China | 第54-57页 |
| 4.1 Lack of brand promotion efforts | 第55页 |
| 4.2 The limits of marketing communication way | 第55页 |
| 4.3 Non-uniformed spread of the brand image | 第55-56页 |
| 4.4 Lack of internal and external integrated marketing communication | 第56-57页 |
| 5. The external environment analysis of third-party inspection companies | 第57-60页 |
| 5.1 Macroeconomic factors | 第57-58页 |
| 5.2 Legal factors | 第58-59页 |
| 5.3 Policy and management factors | 第59-60页 |
| Chapter V Solutions of brand marketing strategy | 第60-80页 |
| 1. The object of brand strategies | 第60页 |
| 2. The brand positioning | 第60-61页 |
| 3. The brand communication strategies | 第61-78页 |
| 3.1 The establishments of brand personality | 第61-62页 |
| 3.2 The increasing of brand contact points | 第62-63页 |
| 3.3 The combining of each party's influence | 第63页 |
| 3.4 The maintenance of brand credibility | 第63-65页 |
| 3.5 4P's to 4C's | 第65-69页 |
| 3.5.1 Customers | 第65-66页 |
| 3.5.2 Costs | 第66-67页 |
| 3.5.3 Conveniences | 第67-68页 |
| 3.5.4 Communications | 第68-69页 |
| 3.6 The internet brand marketing strategies | 第69-71页 |
| 3.6.1 The bidding keywords of web searching | 第69-70页 |
| 3.6.2 BV's official website | 第70页 |
| 3.6.3 BV's Wechat and Microblog platform | 第70-71页 |
| 3.6.4 The cooperation with FOB Trade Forum | 第71页 |
| 3.7 The public relations marketing strategies | 第71-78页 |
| 3.7.1 Media advertising | 第71-72页 |
| 3.7.2 Press conferences | 第72页 |
| 3.7.3 Press releases | 第72-73页 |
| 3.7.4 Managers' interviews | 第73-74页 |
| 3.7.5 The cooperation with industry media columns | 第74页 |
| 3.7.6 The open days of visiting BV's laboratories and office | 第74-75页 |
| 3.7.7 The employees communications | 第75-76页 |
| 3.7.8 Advertising | 第76-77页 |
| 3.7.9 Industry activities | 第77页 |
| 3.7.10 Seminars and Training | 第77-78页 |
| 4. Summary | 第78-80页 |
| Chapter VI Conclusion and Suggestions | 第80-83页 |
| 1. Conclusion | 第80页 |
| 2. The suggestions to build the international brand for Chinese inspection andcertification companies | 第80-82页 |
| 2.1 Clear the brand positioning | 第81页 |
| 2.2 Enhance the brand credibility | 第81页 |
| 2.3 Work out the feasible brand communication strategies | 第81页 |
| 2.4 Increase the contact points of brand with customers | 第81-82页 |
| 3. The thinking of building the international brand for Chinese third-partyinspection companies | 第82-83页 |
| REFERENCE | 第83-84页 |
