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学术英语写作论文
LinXX
ZouXX
EnglishAcademicResearchPaperWriting
15June,2012
TheFunctionofAutomobileBrandforAutomobileEnterprise
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
Ⅰ.DefinitionofAutomobileBrand
Thissectionprovidesallinformationaboutdefinition.Itshowsthedefinitionaccordingtothehistorydevelopment.Anditanalysesthedefinitionaccordingtoitschangeaswellasfactorsleadingtoitschange.
Normally,brandisanoun,aname,asymbal,adesignorthecombinationofthesefactors.Itaimstodistinguishothersellersorproductsfromitself.Itistheconcentrationofcorporationcultureandtheproducts.(ZhangyingandZengwei,1)Fromthepointofviewoftherelationship,brandistheresultofinteractionbetweenmainbodyandobject,subjectandthesociety,theenterpriseandtheconsumer.Brandsareculturalartefacts,definedas“theprocessbywhichtheculturalworkisdesignedtofunctionasitsownadvertisementtocreateanaudienceforitself”(Lury,207)
A.BrandinthePast
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.
C.ComparingBrandMeaninginDiffrrentPreiods
Throughthestatementabove,itiseasilyfoundthatthepurposeofbrandischangedaccordingtodifferentperiods.Atthebeginning,thepurposeofbrandisshowingproducts,tellingcustomerstheinformationoftheirproductsandshowingtheircorporation.Withtheeconomydevelopment,therelationshipbetweensellersandthebuyersischanged.Thebusinessdependsonthecustomers,notcorporations.Somanypartsofthebrandfunctionsandbrandpurposesarechanged.
1.TheSimilarity
Nomatterhowthebranddevelop,thefundamentalfunctionswillnotchange.Italwayshavesomefunctions.Firstofall,italwayshasrecognitionfunctionbybeingasymbaloftheproduct.Secondly,itisalwaysequippedwiththepromotionfunction,helpingcorporationsmakingrightdecisionaboutproducts.Thirdly,ithastheleadingfunction,whichcanresultintheboomingofregionaleconomy.Lastbutnotleast,ithasprotectionfunction,whichcanpreventthemselvesfromtort.
2.TheDifference
Themodernbrandshowsmuchmoreattentiononthedeepmeaning.LeonandL.Berryputsforwardtheconceptofrelationshipmarketingfirst.Hethoughtthebrandisthecustomeracknowledgeundertheculturebackground(HouFang,5).Sotheculture,keycustomergroupandcorporationaimhavebeenthemaintaskforthedevelopmentofabrand.Andalloftheseareoutoftheconceptofbrandinthepast.
3.TheReasonsoftheChangedBrandMeaning
Thedirectreasonforthechangeisthedevelopmentofeconomyallovertheworld.Therearemoreandmorecorporationsandproducts.Customershavebeenthemainroleinthemarket.Differentpeopleneeddifferentproductsandhavedifferenttaste.Itisimpossibleforonecorporationtomeeteveryone’sneed..Socorporationshavetoidentifythemselvesaccordingtotheculturechractetisticandtheabilityoftheircorporation.Inthisway,differentcorporationswillgetdifferentbrandstomeetthedemandofvarioussocialstratum.Asaresult,theculture,keycustomergroupandcorporationaimhaveacloserelationshipwiththemeaningofbrand.Fromanalysisabove,theresearchcandrawaconclusionthatthemeaningofbrandismoreandmoreabundentwiththeeconomicdevelopment.
Ⅱ.TheRelationshipBetweenAutomobileBrandandtheCompany
A.ShowingtheHistoryoftheEnterprise
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