by So Mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 59). / Abstract --- p.i / Chapter I. --- INTRODUCTION --- p.1 / The Company Background --- p.1 / Market Outlook --- p.3 / Step Into the Largest Consumer Market --- p.4 / Behind the Story - Protectionism Policies of Central Government --- p.5 / Scope and Objective --- p.7 / Chapter II. --- METHOD --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.8 / Chapter IV. --- SITUATION ANALYSIS --- p.18 / Business Potential --- p.19 / Government Intervention --- p.20 / Chapter V. --- STRATEGIC FRAMEWORK FOR DEVELOPING A CHINA BRAND : RECOMMENDATIONS --- p.21 / Business Objective --- p.22 / Business Strategy --- p.23 / Brand Portfolio Vision of Coke --- p.23 / Chapter VI --- .CHINA BRAND DEVELOPMENT PHILOSOPHY --- p.24 / Process Overview --- p.28 / Research --- p.28 / Brand Proposition --- p.33 / Brand Architecture --- p.34 / Brand Positioning --- p.35 / Brand Characteristic --- p.39 / Brand Components --- p.40 / Brand name --- p.40 / Product --- p.41 / Packaging & Pricing --- p.42 / Launch Strategy --- p.43 / Building the brand --- p.43 / Product strategy --- p.45 / Packaging & pricing strategy --- p.45 / Distribution strategy --- p.46 / Sampling --- p.50 / Consumer promotion --- p.51 / Trade promotion --- p.52 / Future Plan --- p.53 / Chapter VII. --- CONCLUSION --- p.53 / Chapter VIII. --- APPENDIXES --- p.55 / Chapter IX. --- BIBLIOGRAPHY --- p.59
Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321761 |
Date | January 1997 |
Contributors | So, Mei., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
Publisher | Chinese University of Hong Kong |
Source Sets | The Chinese University of Hong Kong |
Language | English |
Detected Language | English |
Type | Text, bibliography |
Format | print, iii, 59 leaves : ill. ; 30 cm. |
Coverage | China, China, China |
Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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