中國(guó)特許經(jīng)營(yíng)品牌戰(zhàn)略問(wèn)題研究.pdf

1、Y88277‘對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩上學(xué)位淪文論文題目：中國(guó)特許經(jīng)營(yíng)品牌戰(zhàn)略問(wèn)題研究土題詞：特許經(jīng)營(yíng)品牌品牌戰(zhàn)略專業(yè)研究方向：研究生姓名導(dǎo)師姓名：寫作時(shí)間國(guó)際貿(mào)易學(xué)國(guó)際貿(mào)易宴務(wù)李春苗(學(xué)號(hào)：20041130215)朱明俠教授20051120064AnalysisonBrandStrategyofChina’sFranchisingLiChunmiaoApril，2006AbstractTheconceptionoffranchisingfi

2、rstlyappearedinChinain1980s，afterthatChina’sfranchisinghasdevelopedmpidlynotonlyonthescalebutalsoontheindustrydistributionButcomparedwiththeforeignfranchisingsystem，wehavetocommitthatChinasfranchisinghashugegaptotheinter

3、nationallevelinthemarketvalue，internalmanagement，externalconditionandsoonGenerallytherearenofamousbrands，andthefranchisingsystemlackscorecompetitionInforeigncountries，franchisingsystemsalwayssetuptheirbrandbeforestarting

4、thefranchisingButChina’sbrandstrategystartsinrecentyears，amajorityofenterpriseshaven’testablishedthekbrandimageThispaperfirstlyintroducesthedevelopmentactualityandthetrendoffranchisinginChinaThenpointsoutthegreatsignific

5、anceofimplementingthebrandstrategyforChinasfranchisingThefollowingsectionadoptsthebrandstrategytheorytoanalyzehowtobuiltChina’sfranchisingbrandstrategyincludingthebrandorientation，brandC1Splananddesign，brandspreadandexte