学术英语写作论 文.docx

1、学术英语写作论 文Lin X X Zou X XEnglish Academic Research Paper Writing15 June,2012The Function of Automobile Brand for Automobile EnterpriseOutline.Definition of Automobile BrandA.Brand in the PastB. Brand in NowdaysC.Comparing Brand Meaning in Diffrrent Preiods1.The Similarity2.The Difference3.The Reasons

2、 of the Changed Brand Meaning.The Relationship Between Automobile Brand and the CompanyA.Showing the History of the EnterpriseB.Embodying Corporate Culture 1.The Definition of Corporate Culture 2.The Functions of Corporate Culture3.The Methods of Developing Corporate Culture.The Relationship Between

3、 Automobile Brand and MarketA.Functions for CustomersC.Functions for the Rivals.The Way toDevelop a Famous BrandA.Examples AbroadB.Examples HomeC.The Special Characteristic of Chinese Automobile BrandsD.The Methods for Chinese Automobile Brands DevelopmentAbstractThe research is designed to identify

4、 brand in automobile industry ao as to provide suitable fund to develop a automobile brand and figure out a development mode for Chinese automobile brand.The resrarch will gather much imformation and use factor analysis and comparative analysis to get a exact result so as to give Chinese automobile

5、corporations some suggestions on how to develop a successful brand.And the research finds that a fomous automobile brand is based on the specific cultural characteristic and enterprise culture.Besides,its long reputation need the guarantee of good quaily and the suitable sense of taste for the targe

6、t market.So to develop Chinese automobile brand,Chinese automobile corporations should not only focus on the top brands in the world,but also analyse the aim of their company and the unique characteristic they have.IntroductionAutomobile industry is a traditional industry.It needs years to capture t

7、he market , enhances the product reputation and obtains high levels of customer loyalty and positive perception .So automobile companies have to use brand to include these things.Because of these reasons,the research can find brand has been a key factor in the market competition.However,Chinese auto

8、mobile corporations have little brand awareness in international market and the number of papers or books about Chinese automobile brand is samll.So its necessary to do such a research to rouse the awareness of Chinese automobile corporations and to provide some suggestions. This research has great

9、effects in rousing brand awareness of Chinese automobile corporations.And it can systematacially analyse the inscape of a brand,its theoretical foundations,the telationship between brand and market.All of these can be a guide for Chinese automobile corporations to follow in case that they get into t

10、he wrong way.The research is designed for Chinese automobile and the chosen material in the research is about Chinese automobile corporations that result in that the rasearch is just useful for Chinese automobile corporation. Before going on the research,there are some concepts have to be figured ou

11、t.Firstly,the definition of the automobile brand and its theory.Brand is not just a trademark,a name or other single thing.It includes the products ,trademark,reputation and other factors.In a word,its the symbal of a company.Secondly,because brand is the concept in customersmind,so the brand buildi

12、ng is the building of the concept in humans mind.Modern brand theory usually include four ways:“Brand relationship and brand power theory”-Brand ralationship is the relationship between brand and market or between brand and customers;“Brand building methods theoryhe theory”-It is th principle of hum

13、an cognitive mechanism with free will.;“Strategic brand management theory” ;“Category brand theory”.The paper will solve five problems below:1 Is there a exact definition on automobile brand,whats it?2 What are the brand functions?3 Whats the relationship between automobile brand and the company ?4

14、Whats the relationship between automobile brand and market ?5 How todevelop a famous brand ?The research will begin this paper with a brief literature review, outlining the development history of the concept of brand,showing the reasons resulting in the concept of brand change.By providing these imf

15、ormation,I can show readers what is a brand and how important it is.Next,I will show the factors related to brand by factor analysis.After that,I will sum up all the imformation and state the way to develop a brand.In the end of the paper,I will provide some reasonable suggestions for Chinese automo

16、bile companies to refer to.Literature Review.Definition of Automobile BrandThis section provides all information about definition.It shows the definition according to the history development. And it analyses the definition according to its change as well as factors leading to its change.Normally,bra

17、nd is a noun,a name ,a symbal,a design or the combination of these factors.It aims to distinguish other sellers or products from itself. It is the concentration of corporation culture and the products. ( Zhang ying and Zeng wei,1)From the point of view of the relationship, brand is the result of int

18、eraction between main body and object, subject and the society, the enterprise and the consumer. Brands are cultural artefacts, defined as “the process by which the cultural work is designed to function as its own advertisement to create an audience for itself” (Lury, 207)A.Brand in the PastBrand ca

19、n date back to ancient Greek,ancient Roam and Chinese Shang and Zhou Period. Its original function is recognition and protection,which is reserved now.However,the real brand is put forward and established by Mceroy.As for the noun-brand,it is the famous advertising master David Augwei who puts forwa

20、rd.After the concept of brand is put forward,Europe and the United States have established the professional brand research institutions, but the original brand esearch is not a independent subject but a object attached to the advertisement theory, consumer economics and consumer psychology.All in al

21、l,brand in the past is focus on the product.Its center is on the short-termed interest and the physical aspect.B.Brand in NowdaysThe connotation of modern brand is enlarged greatly.It does not merely focus on the products and the trademark.It lays stress on all parts.And specially,it attaches import

22、ance on the culture characteristic. Normally,the modern brand is a concept that can attract consumers,and build customers loyalty.It is made up of the core brand concept and the brand-stretching concept,which can be subdived many small parts,such as the brand positioning,brand funds and so on.C.Comp

23、aring Brand Meaning in Diffrrent PreiodsThrough the statement above,it is easily found that the purpose of brand is changed according to different periods.At the beginning,the purpose of brand is showing products,telling customers the information of their products and showing their corporation.With

24、the economy development,the relationship between sellers and the buyers is changed.The business depends on the customers,not corporations.So many parts of the brand functions and brand purposes are changed.1.The SimilarityNo matter how the brand develop,the fundamental functions will not change.It a

25、lways have some functions.First of all, it always has recognition function by being a symbal of the product.Secondly,it is always equipped with the promotion function,helping corporations making right decision about products.Thirdly,it has the leading function,which can result in the booming of regi

26、onal economy.Last but not least,it has protection function,which can prevent themselves from tort. 2.The DifferenceThe modern brand shows much more attention on the deep meaning. Leonand L.Berry puts forward the concept of relationship marketing first.He thought the brand is the customer acknowledge

27、 under the culture background(Hou Fang,5) .So the culture, key customer group and corporation aim have been the main task for the development of a brand.And all of these are out of the concept of brand in the past.3.The Reasons of the Changed Brand MeaningThe direct reason for the change is the deve

28、lopment of economy all over the world.There are more and more corporations and products.Customers have been the main role in the market.Different people need different products and have different taste.It is impossible for one corporation to meet everyones need.So corporations have to identify thems

29、elves according to the culture chractetistic and the ability of their corporation.In this way,different corporations will get different brands to meet the demand of various social stratum.As a result,the culture,key customer group and corporation aim have a close relationship with the meaning of bra

30、nd.From analysis above,the research can draw a conclusion that the meaning of brand is more and more abundent with the economic development. .The Relationship Between Automobile Brand and the CompanyA.Showing the History of the EnterpriseFrom the meaning of brand,we know corporations are a part of b

31、rand mening.Through brand,we can see whats the quality of automobiles from this corporation,what kinds of style the automobile corporation have,how is the after-sale service and many other evaluations about the automobile corporation.And for people familiar with the brand he will think of the brands

32、 history from its brand.For intance, when people refered to Audi,many car fans will think of its history and culture:It has over one hundred years of history.Its first car is produced in the November 14th ,1899.Whats more,it is consist of four small corporations,which shows in the symbal of its trademark-each ring stands for one former company.Therefore,we can see brand is concentration of a corporation history. B.Embodying Spirit and Corporate Culture Corporate culture is a abstract concept for average person,but it is st