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论文作者:英语论文网论文属性:硕士毕业论文 dissertation登出时间:2012-06-13编辑:Sam xu点击率:16317
论文字数:16000论文编号:org201206130920456665语种:英语 English地区:英国价格:$ 88
关键词:英国硕士毕业论文范文Food ManagementMaster DissertationSPSS數據分析
摘要:英国硕士论文题目:Taiwanese brand competitive analysis in Shanghai market – example on tea drinks is Manchester Metropolitan University'sMaster Dissertation,字数15000字,至少包含了100份有效問卷作SPSS數據分析,由留学生论文代写网提供资源。
由留学生论文代写网提供的英国硕士论文:Taiwanese brand competitive analysis in Shanghai market – example on tea drinks is Manchester Metropolitan University'sMaster Dissertation,字数15000字,至少包含了100份有效問卷作SPSS數據分析。
论文题目:Taiwanese brand competitive analysis in Shanghai market – example on tea drinks
论文语言:英语论文 English
论文专业:Food Management
字数:15000
学校国家:英国 U.K.
是否有数据处理要求:是
您的学校:Manchester Metropolitan University
论文用于:Master Dissertation 硕士毕业论文
补充要求和说明:附件charpter3 第三个是论文要求
至少100份有效問卷作SPSS數據分析
Dissertation
Taiwanese brand competitive analysis in Shanghai market – example on tea drinks
Abstract
Since the 1990s, the tea drinks, known as the "new age beverage" with 17 percent annual growth rate swept the world. In China, tea drinks appeared in the beverage industry and set off a new wave, its annual sales rate reached almost 200%, and the market share ranked the third in the beverage market, second only to the water and carbonated drinks. The market share of Uni-President tea beverage in Chinese market has consistently ranked second, and its products have a considerable competitiveness. At this stage to conduct the competitive analysis of Uni-President tea drinks in Shanghai has undoubtedly an important theoretical and practical significance.
Based on the relevant theories, it first analyzed the tea drinks market in China, through the case study of Uni-President it specially discussed the industrial competition in Shanghai market, combined with the SWOT analysis, it pointed out the existing problems in marketing. Later this study conducted the empirical research by the questionnaire method to investigate the brand competiveness. Through the analysis, it found that the brand awareness, brand trust and brand https://www.51lunwen.org/liuxuezuoyedx/2012/0609/1707438697.html loyalty constitute the brand competiveness. For Uni-President tea drinks, in order to enhance its brand competiveness, it should pay attention to its brand satisfaction, though the brand satisfaction to produce the brand trust and brand loyalty. All of these analyses provide the direction for Uni-President to enhance its brand competiveness. It can adopt the differentiated strategy, product positioning, focus on western market, and innovative marketing to achieve this.
Key words: Uni-President; Tea drinks; Brand competiveness; Marketing strategies; Brand trust; Brand Loyalty
Table of Contents
Abstract 2
Acknowledgements 3
Chapter 1 Introduction 7
1.1 Research background 7
1.2 Research aim and objectives 9
1.3 Framework of this study 9
Chapter 2 Literature Review 10
2.1 Concept of firm competitiveness 11
2.2 Origins of firm competitiveness theory 12
2.3 Research of the firm competitiveness 13
2.3.1 Market environment theory 13
2.3.2 Resource-based theory 15
2.3.3 Core competence theory 16
2.3.4 Knowledge theory 16
2.4 Brand competitiveness 17
2.5 Factor analysis of brand competitiveness 20
2.5.1 Constitution parameters of brand competitiveness and the relationship 21
2.5.2 Relationship between brand competitiveness and firm competitiveness, brand equity 22
2.6 Brand trust 23
2.6.1 Definition of brand trust 23
2.6.2 The role of brand trust 23
2.6.3 Factors affecting brand trust 24
2.7 Brand loyalty 25
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