学术英语写作论 文文档格式.docx

学术英语写作论 文文档格式.docx

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Outline

Ⅰ.DefinitionofAutomobileBrand

A.BrandinthePast

B.BrandinNowdays

C.ComparingBrandMeaninginDiffrrentPreiods

1.TheSimilarity

2.TheDifference

3.TheReasonsoftheChangedBrandMeaning

Ⅱ.TheRelationshipBetweenAutomobileBrandandtheCompany

A.ShowingtheHistoryoftheEnterprise

B.EmbodyingCorporateCulture

1.TheDefinitionofCorporateCulture

2.TheFunctionsofCorporateCulture

3.TheMethodsofDevelopingCorporateCulture

Ⅲ.TheRelationshipBetweenAutomobileBrandandMarket

A.FunctionsforCustomers

C.FunctionsfortheRivals

Ⅳ.TheWayto 

DevelopaFamousBrand

A.ExamplesAbroad

B.ExamplesHome

C.TheSpecialCharacteristicofChineseAutomobileBrands

D.TheMethodsforChineseAutomobileBrandsDevelopment

Abstract

TheresearchisdesignedtoidentifybrandinautomobileindustryaoastoprovidesuitablefundtodevelopaautomobilebrandandfigureoutadevelopmentmodeforChineseautomobilebrand.TheresrarchwillgathermuchimformationandusefactoranalysisandcomparativeanalysistogetaexactresultsoastogiveChineseautomobilecorporationssomesuggestionsonhowtodevelopasuccessfulbrand.Andtheresearchfindsthatafomousautomobilebrandisbasedonthespecificculturalcharacteristicandenterpriseculture.Besides,itslongreputationneedtheguaranteeofgoodquailyandthesuitablesenseoftasteforthetargetmarket.SotodevelopChineseautomobilebrand,Chineseautomobilecorporationsshouldnotonlyfocusonthetopbrandsintheworld,butalsoanalysetheaimoftheircompanyandtheuniquecharacteristictheyhave.

Introduction

Automobileindustryisatraditionalindustry.Itneedsyearstocapturethemarket,enhancestheproductreputationandobtainshighlevelsofcustomerloyaltyandpositiveperception.Soautomobilecompanieshavetousebrandtoincludethesethings.Becauseofthesereasons,theresearchcanfindbrandhasbeenakeyfactorinthemarketcompetition.However,ChineseautomobilecorporationshavelittlebrandawarenessininternationalmarketandthenumberofpapersorbooksaboutChineseautomobilebrandissamll.Soit’snecessarytodosucharesearchtorousetheawarenessofChineseautomobilecorporationsandtoprovidesomesuggestions.

ThisresearchhasgreateffectsinrousingbrandawarenessofChineseautomobilecorporations.Anditcansystemataciallyanalysetheinscapeofabrand,itstheoreticalfoundations,thetelationshipbetweenbrandandmarket.AllofthesecanbeaguideforChineseautomobilecorporationstofollowincasethattheygetintothewrongway.

TheresearchisdesignedforChineseautomobileandthechosenmaterialintheresearchisaboutChineseautomobilecorporationsthatresultinthattherasearchisjustusefulforChineseautomobilecorporation.

Beforegoingontheresearch,therearesomeconceptshavetobefiguredout.

Firstly,thedefinitionoftheautomobilebrandanditstheory.Brandisnotjustatrademark,anameorothersinglething.Itincludestheproducts,trademark,reputationandotherfactors.Inaword,it'

sthesymbalofacompany.Secondly,becausebrandistheconceptincustomers’mind,sothebrandbuildingisthebuildingoftheconceptinhumansmind.Modernbrandtheoryusuallyincludefourways:

“Brandrelationshipandbrandpowertheory”------Brandralationshipistherelationshipbetweenbrandandmarketorbetweenbrandandcustomers;

“Brandbuildingmethodstheoryhetheory”---Itisthprincipleofhumancognitivemechanismwithfreewill.;

“Strategicbrandmanagementtheory”;

“Categorybrandtheory”.

Thepaperwillsolvefiveproblemsbelow:

1Isthereaexactdefinitiononautomobilebrand,what’sit?

2Whatarethebrandfunctions?

3What’stherelationshipbetweenautomobilebrandandthecompany?

4What’stherelationshipbetweenautomobilebrandandmarket?

5Howto 

developafamousbrand?

Theresearchwillbeginthispaperwithabriefliteraturereview,outliningthedevelopmenthistoryoftheconceptofbrand,showingthereasonsresultingintheconceptofbrandchange.Byprovidingtheseimformation,Icanshowreaderswhatisabrandandhowimportantitis.Next,Iwillshowthefactorsrelatedtobrandbyfactoranalysis.Afterthat,Iwillsumupalltheimformationandstatethewaytodevelopabrand.Intheendofthepaper,IwillprovidesomereasonablesuggestionsforChineseautomobilecompaniestoreferto.

LiteratureReview

Thissectionprovidesallinformationaboutdefinition.Itshowsthedefinitionaccordingtothehistorydevelopment.Anditanalysesthedefinitionaccordingtoitschangeaswellasfactorsleadingtoitschange.

Normally,brandisanoun,aname,asymbal,adesignorthecombinationofthesefactors.Itaimstodistinguishothersellersorproductsfromitself.Itistheconcentrationofcorporationcultureandtheproducts.（ZhangyingandZengwei,1）Fromthepointofviewoftherelationship,brandistheresultofinteractionbetweenmainbodyandobject,subjectandthesociety,theenterpriseandtheconsumer.Brandsareculturalartefacts,definedas“theprocessbywhichtheculturalworkisdesignedtofunctionasitsownadvertisementtocreateanaudienceforitself”（Lury,207）

BrandcandatebacktoancientGreek,ancientRoamandChineseShangandZhouPeriod.Itsoriginalfunctionisrecognitionandprotection,whichisreservednow.However,therealbrandisputforwardandestablishedbyMceroy.Asforthenoun---brand,itisthefamousadvertisingmasterDavidAugweiwhoputsforward.Aftertheconceptofbrandisputforward,EuropeandtheUnitedStateshaveestablishedtheprofessionalbrandresearchinstitutions,buttheoriginalbrandesearchisnotaindependentsubjectbutaobjectattachedtotheadvertisementtheory,consumereconomicsandconsumerpsychology.Allinall,brandinthepastisfocusontheproduct.Itscenterisontheshort-termedinterestandthephysicalaspect.

B.BrandinNowdays

Theconnotationofmodernbrandisenlargedgreatly.Itdoesnotmerelyfocusontheproductsandthetrademark.Itlaysstressonallparts.Andspecially,itattachesimportanceontheculturecharacteristic.Normally,themodernbrandisaconceptthatcanattractconsumers,andbuildcustomers’loyalty.Itismadeupofthecorebrandconceptandthebrand-stretchingconcept,whichcanbesubdivedmanysmallparts,suchasthebrandpositioning,brandfundsandsoon.　　

Throughthestatementabove,itiseasilyfoundthatthepurposeofbrandischangedaccordingtodifferentperiods.Atthebeginning,thepurposeofbrandisshowingproducts,tellingcustomerstheinformationoftheirproductsandshowingtheircorporation.Withtheeconomydevelopment,therelationshipbetweensellersandthebuyersischanged.Thebusinessdependsonthecustomers,notcorporations.Somanypartsofthebrandfunctionsandbrandpurposesarechanged.

Nomatterhowthebranddevelop,thefundamentalfunctionswillnotchange.Italwayshavesomefunctions.Firstofall,italwayshasrecognitionfunctionbybeingasymbaloftheproduct.Secondly,itisalwaysequippedwiththepromotionfunction,helpingcorporationsmakingrightdecisionaboutproducts.Thirdly,ithastheleadingfunction,whichcanresultintheboomingofregionaleconomy.Lastbutnotleast,ithasprotectionfunction,whichcanpreventthemselvesfromtort.

Themodernbrandshowsmuchmoreattentiononthedeepmeaning.LeonandL.Berryputsforwardtheconceptofrelationshipmarketingfirst.Hethoughtthebrandisthecustomeracknowledgeundertheculturebackground（HouFang,5）.Sotheculture,keycustomergroupandcorporationaimhavebeenthemaintaskforthedevelopmentofabrand.Andalloftheseareoutoftheconceptofbrandinthepast.

Thedirectreasonforthechangeisthedevelopmentofeconomyallovertheworld.Therearemoreandmorecorporationsandproducts.Customershavebeenthemainroleinthemarket.Differentpeopleneeddifferentproductsandhavedifferenttaste.Itisimpossibleforonecorporationtomeeteveryone’sneed..Socorporationshavetoidentifythemselvesaccordingtotheculturechractetisticandtheabilityoftheircorporation.Inthisway,differentcorporationswillgetdifferentbrandstomeetthedemandofvarioussocialstratum.Asaresult,theculture,keycustomergroupandcorporationaimhaveacloserelationshipwiththemeaningofbrand.Fromanalysisabove,theresearchcandrawaconclusionthatthemeaningofbrandismoreandmoreabundentwiththeeconomicdevelopment.

Fromthemeaningofbrand,weknowcorporationsareapartofbrandmening.Throughbrand,wecanseewhat’sthequalityofautomobilesfromthiscorporation,whatkindsofstyletheautomobilecorporationhave,howistheafter-saleserviceandmanyotherevaluationsabouttheautomobilecorporation.Andforpeoplefamiliarwiththebrandhewillthinkofthebrand’shistoryfromitsbrand..Forintance,whenpeoplereferedtoAudi,manycarfanswillthinkofitshistoryandculture:

Ithasoveronehundredyearsofhistory.ItsfirstcarisproducedintheNovember14th,1899.What’smore,itisconsistoffoursmallcorporations,whichshowsinthesymbalofitstrademark---eachringstandsforoneformercompany.Therefore,wecanseebrandisconcentrationofacorporationhistory.

B.EmbodyingSpiritandCorporateCulture

Corporatecultureisaabstractconceptforaverageperson,butitisst