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品牌项目管理留学论文主要写什么 [6]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-09-25编辑:felicia点击率:35651

论文字数:16294论文编号:org201409251613477111语种:英语 English地区:中国价格:免费论文

关键词:管理项目笔记本电脑行业消费者感知品牌沟通Notebook PC IndustryConsumer Perception

摘要:想申请管理学专业,不知道留学论文怎么写怎么行?想要写好一篇留学论文并非难事,只要掌握技巧,就能第一时间抓住导师的心,快来学习一下如何俘虏他们的心吧!清晰的思路,严谨的格式,助你的留学之路一路坦途。

becoming increasingly intense. HP, one of the most successful and global notebook PC brands, currently operating in over 170 countries (Hewlett-Packard 2008a), needs to expand its market and succeed in Taiwan's notebook PC market. Brands with established enterprise and retail presences have had the most success in growing market share in the past several quarters.


HP promotes its brand with the slogan 'the computer is personal again', trying to emphasise personalised, advanced technology, together with an image of innovation image in order to gain worldwide market share. However, it seems these efforts are not working in Taiwan as effectively as in other regions. Therefore, HP struggling in the Taiwan market and facing increasingly strong international and local competitors in this market, does the brand identity which demonstrates 'personalisation, technology leadership and innovation' really helps HP win the fierce competition in Taiwan market? And how HP can influence consumers' attitude to improve HP's competitiveness in Taiwan?


To this end some of the following questions will be part of the survey:

1. What are most important factors when consumers choose notebook brands?

2. How do consumers respond to HP brand identity?

3. What do consumers think about HP brand communication methods?

4. How do consumers position HP compare with three other brands?


Dissertation Outline

The dissertation is structured as follows. The introduction chapter is the overview of topic, industry status and research case objectives and goes in detail about the research work towards revealing consumer perceptions of brands. Chapter two is a literature review focusing on theories from concepts in branding discipline, consumer behaviour and marketing communication related to the notebook PC industry. Chapter three describes research methodology including research Philosophy, research approach and strategy, the questionnaire design, and data collection. The fourth chapter consists of the research findings, where the empirical date is interpreted and discussed. The final part gives general conclusion as well as recommendations to HP, limitations of this study and directions for future research will also be presented.


Consumer Behaviour Definition


Arnould et al (2005) define consumer behaviour as the psychological and social processes that individuals or groups undergo in the acquisition, use and disposal of products (for example, notebook PCs), services (for example, professional software installation), ideas (for example, spiritual beliefs) or experiences (for example, travelling) and suggest that concept of the circle of consumption results in the marketing opportunities (see Figure 2-1).


Understanding acquisition is very important to marketers and requires an understanding of the other phases where these links influence consumer beliefs, value and attitudes (Arnould et al 2005). Consumer behaviour is examined from market perspective that focuses on a particular brand and how to induce people论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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