声明
摘要
ABSTRACT
Table of Contents
Chapter 1 Introduction
1.1 Research Background and Significance
1.2 Literature Review
1.2.1 Brand Strategy
1.2.2 Understanding Brand Positioning
1.2.3 Research on Brand Equity analysis
1.2.4 Research on Leather Brand
1.3 Objectives of the study
Chapter 2 Leather Brand Environment in Mongolia
2.1 Introduction
2.2 Leather Industry of Mongolia
2.3 About the SRB company
2.4 Competitive Positioning(Porter’s Five Forces)
Chapter 3 Brand Equity Analysis of Mongolian SRB company
3.1 Introduction
3.2 The Survey of SRB Company Brand Equity
3.2.1 Evaluation of Questionnaire design
3.2.2 Sampling and Data Collection
3.2.3 The Data Analysis of Evaluation Results
3.3 Analysis of Existing problems of SRB
3.4 Summary
Chapter 4 SRB company Brand Positioning and Strategy
4.1 Introduction
4.2 SRB company positioning
4.3 Marketing Mix
4.4 Market Segmentation
4.5 Target Market Selection
4.6 Brand Strategy for Promotion
4.7 Summary
Chapter 5 Conclusions
5.1 Suggestions and Discussion
5.2 Conclusion
5.3 Implications
5.4 Limitations
5.5 Future Search Indications
Reference
Appendix
Acknowledgments