文摘
英文文摘
Acknowledgements
Chapter 1 Introduction
1.1 Motivation and Significance of the Study
1.2 Thesis Structure
1.3 Methodology
Chapter 2 Literature Review
2.1 Achievements in Brands and Branding Research
2.2 Achievements in Culture Studies
2.2.1 Achievements in Chinese Culture Study
2.2.2 Achievements in American Culture Study
2.2.3 Achievements in Corporate Culture Study
Chapter 3 Brands and Global Branding
3.1 What Is a Brand?
3.2 Functions of Brands
3.2.1 Effects of Brands on Consumers
3.2.2 Effects of Brands on Businesses
3.3.3 Effects of Brands on Society
3.3 What Is a Global Brand and Why Going Global?
3.3.1 What Is a Global Brand?
3.3.2 Why Going Global?
3.4 Top 100 Global Brands and China's Reality in Global Branding
3.4.1 Introduction to Interbrand and Its Brand Valuation Method
3.4.2 Top 100 Global Brands Distribution
3.4.3 China's Reality in Global Branding
3.5 Reasons for China's Lack of Global Brands
3.5.1 International Restricting Factors
3.5.2 Domestic Macro Restricting Factors
3.5.3 Micro Restricting Factors at Business Level
3.6 What Is Critical to Make a Brand Stand Out?
Chapter 4 Comparison and Contrast Study of Chinese and American Cultures
4.1 The Study Focus of Culture in This Thesis
4.2 Chinese Culture
4.2.1 Origins and Characteristics of Chinese Traditional Culture
4.2.2 Modern Transformation of Chinese Traditional Culture
4.2.3 Contemporary Chinese Culture
4.3 American Culture
4.3.1 Characteristics of American Culture and Their Origins
4.3.2 Evolvement of American Culture and Contemporary American Characters
4.3 Comparison of Chinese and American Cultures
Chapter 5 Corporate Culture and Brands
5.1 Corporate Culture
5.1.1 Definition of Corporate Culture
5.1.2 Elements and Levels of Corporate Culture
5.1.3 Decisive Factors Shaping Corporate Culture
5.1.4 Functions of Corporate Culture
5.2 Corporate Cultures behind American Global Brands
5.2.1 Shared Values of American Global Brands
5.2.2 Diversified Values of American Global Brands
5.3 Best Chinese Brands and Their Corporate Cultures
5.3.1 Those without Explicit Statements of Corporate Values
5.3.1 Those with Explicit Statements of Corporate Values
5.4 Comparison of the Corporate Cultures behind American and Chinese Brands
5.4.1 Chinese Companies Lack Some Key Values
5.4.2 Chinese Companies Lack Effective Reinforcing Systems
Chapter 6 Recipes and Chances for Chinese Companies
Chapter 7 Conclusions and Limitations
7.1Conclusions
7.2 Limitations
Bibliography
Appendixes
