| Abstract | 第1-4页 |
| 摘要 | 第4-5页 |
| Dedication | 第5-6页 |
| Chinese Contents | 第6-10页 |
| English Contents | 第10-15页 |
| CHAPTER ONE: RESEARCH OVERVIEW | 第15-22页 |
| ·Research Justifications and Background Information | 第15-16页 |
| ·Objective and Assumptions | 第16-17页 |
| ·Research Approach and Methodology | 第17-19页 |
| ·Research Approaches towards CIS | 第17-18页 |
| ·Research Methodology | 第18-19页 |
| ·Structure of the thesis | 第19页 |
| ·Meaning and Definitions of Terms Used | 第19-21页 |
| ·Corporate Identity System | 第19-20页 |
| ·Logo | 第20页 |
| ·Brand | 第20页 |
| ·Agricultural Enterprise | 第20-21页 |
| ACRONYMS | 第21-22页 |
| CHAPTER TWO: CIS CONCEPT | 第22-36页 |
| ·Theoretical Evaluation of Corporative Identity System (CIS) | 第22页 |
| ·Beginning of CIS | 第22-23页 |
| ·Corporate Identity System Theories | 第23-29页 |
| ·Mind Identity | 第26-27页 |
| ·Behaviour Identity | 第27页 |
| ·Visual Identity | 第27-29页 |
| ·CIS Variables | 第29-32页 |
| ·Corporate Image and/or Reputation | 第29-31页 |
| ·Corporate Communication | 第31-32页 |
| ·Value of Corporate Identity System | 第32-34页 |
| ·Importance of CIS | 第32页 |
| ·Roles of CIS in an Enterprise | 第32-33页 |
| ·Describing the Enterprise | 第33页 |
| ·Explaining What Enterprise Does | 第33页 |
| ·Practical CIS | 第33-34页 |
| ·Application of CIS in Agricultural Enterprise | 第34-36页 |
| ·Definite and Dubious Image | 第34-35页 |
| ·Changes of Image or Identity | 第35-36页 |
| CHAPTER THREE: CHARACTERISTICS AND APPLICATION OF CIS IN AGRICULTURAL ENTERPRISES | 第36-47页 |
| ·The Development and Current Status of China's Agriculture | 第36-37页 |
| ·Characteristics of Agricultural enterprise in China | 第37-39页 |
| ·Dairy Industry in China | 第38-39页 |
| ·Comparative Advantage of Using CIS in Dairy Enterprise | 第39-42页 |
| ·Habitual Change Toward Shopping | 第41-42页 |
| ·The Value of Information in Dairy Industry | 第42页 |
| ·CIS in Dairy Enterprise | 第42-47页 |
| ·Factors Influence Use of CIS in Agricultural Enterprise | 第42-47页 |
| ·Managerial Factors | 第43页 |
| ·Social Factors | 第43-44页 |
| ·Economical Factors | 第44页 |
| ·Environmental Factors | 第44页 |
| ·Technical and Scientific Factors | 第44-45页 |
| ·Political Factors | 第45-47页 |
| CHAPTER FOUR CIS EXPERIENCE WORLD WIDE | 第47-50页 |
| ·Experience of CIS | 第47页 |
| ·American Experience | 第47-48页 |
| ·European Experience | 第48页 |
| ·African Experience | 第48-49页 |
| ·Asian Experience | 第49-50页 |
| ·Japanese Experience | 第49页 |
| ·Chinese Experience | 第49-50页 |
| CHAPTER FIVE CIS APPLICATION IN MENGNIU AND YANGDA DAIRY ENTERPRISES | 第50-81页 |
| ·Dairy Enterprises Overview | 第50-52页 |
| ·Mengniu Dairy Enterprise | 第50页 |
| ·Yangda Dairy Enterprise | 第50-52页 |
| ·CIS in Dairy Enterprise | 第52-60页 |
| ·Enterprise Name, Products name and Branding | 第53页 |
| ·Enterprise Logo | 第53-54页 |
| ·Enterprise Slogan | 第54-55页 |
| ·Enterprise Website Development | 第55-56页 |
| ·Mission Statements | 第56页 |
| ·Product Packing and Labeling | 第56-57页 |
| ·Advertisements and Promotions | 第57-58页 |
| ·Information and Market Strategy | 第58页 |
| ·Entertainment and Community Development | 第58页 |
| ·Enterprise Culture | 第58-59页 |
| ·Management and Code of Conduct | 第59-60页 |
| ·Analysis Based on two dairy enterprises (Mengniu and Yangda) | 第60-81页 |
| ·The Ideal Features Set by Mengniu and Yangda Dairy Enterprises | 第60-81页 |
| ·Name of Enterprise | 第61-63页 |
| ·Branding and Products Name | 第63页 |
| ·Development | 第63-66页 |
| ·Enterprises Slogan | 第66-68页 |
| ·Website Development | 第68-70页 |
| ·Mission statements | 第70页 |
| ·Management, Ethics and Code of Conduct | 第70-73页 |
| ·Packing and Labeling of Dairy Products | 第73-75页 |
| ·Advertisements and Promotions in Dairy Products | 第75-77页 |
| ·Information and Market Strategy | 第77-79页 |
| ·Entertainments and Community Development | 第79页 |
| ·Enterprise Culture | 第79-81页 |
| CHAPTER SIX: COUNTERMEASURES OF APPLIYING CIS IN AGRICULTURAL ENTERPRISE | 第81-88页 |
| ·Enterprise Restructuring | 第81-83页 |
| ·CIS Accomplish Company's Dream and Success | 第81-82页 |
| ·Lesson from Mengniu | 第82-83页 |
| ·Reasons for Why Agricultural Enterprise Must Cherish CIS | 第83-85页 |
| ·Wrong Ideas about CIS | 第83-84页 |
| ·Ways to Maintain CIS | 第84-85页 |
| ·Contribution, Innovation and Recommendations | 第85-87页 |
| ·Conclusion | 第87-88页 |
| References | 第88-92页 |
| Acknowledgment | 第92-93页 |
| Appendices (Published Papers) | 第93-116页 |
