关键词：英国Sunderland大学Dissertation Proposal格式MBA
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Dissertation Proposal
论文题目：ananlyze for chinese beer industry implements brand strategy
所读专业：MBA
细分专业：Business, Law and Psychology
字数： 15000 and 20000
截稿时间：(2007年9
学校国家：英国桑德兰大学 University of Sunderland
学校背景（档次）：英国拍名六十二
University of Sunderland
School of Business, Law and Psychology
MBA Programme – Dissertation Proposal
Student Name…Tang Yong………………………………………………………………………Date……………………...
Student registration number ……059991323……………………………………………………………………….…
Centre…Cyprus College………………………………………………………………………………………………………………………
Proposed Title Analysis for Chinese Beer industry implements Brand Strategy……………………………………………………………………………………………………….….
Proposed Submission………………………………………………………………………………………….……
Feedback on Project Proposal
The Tutor’s feedback is instructive in terms of the project breadth and it will be important to focus the themes down. Generally the idea of brand building is a useful basis for the literature review. You can look at the context of the beer industry . It would be useful to break this down into a case study around one or more specific examples if you have more detailed access or information . e.g, the Qingdoa brand etc
Generally I feel this to be a feasible project looking at the context and issues of competetiveness and narrowing to the identification of branding strategies in the industry
Actions for local discussion before proceeding with report
none
Advice / Guidance - To be discussed with local tutor
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For University of Sunderland Business School use
Proposal Approved Name C.D.Marshall……………………………
Signed………………………….
Date …26/03/07….........................
Project Title:
Analyse for Chinese Beer industry implements Brand Strategy
Project Background:
At present, China's per capita consumption of beer products, or 17.5, 25.3 liters per capita and the level of the world there is still a considerable gap, huge development potential. With World Trading Organization accession, foreign beer brands will not neglect the huge potential of China's beer market. They bring not only capital and technology, and more importantly the brand name. This can also beer brand in the domestic market from abroad that the current situation in China has started to see foreign brand beer brand competition. Price competition is extremely detrimental to the long-term development in the face of increasingly fierce domestic and foreign competition, price competition will make enterprises more passive, especially in the face of the strong impact of foreign brands, domestic beer en
terprises should fundamentally change the marketing idea, going low-level price competition, brand building the concept of competition competitive brands, and implement the brand development strategy, enhance the overall efficiency of the domestic beer industry and international competitiveness in the market.
Based on these factors, The research purpose is to identity that how to implement effective brand strategy for Chinese beer industry。The whole project will be divided into three parts:
The first part is to identity that implementing brand strategy is very important to Chinese Beer enterprise currently.（Analyze Chinese beer market situation）
The second part is that comparison with main competitor brand strategy. To find out that how brand strategy was implemented by competitor.
According to previous research and analysis, The final part is that I will give some suggestion on how Chinese Beer enterprise should develop their brand strategy and detail tactic. (For example, brand expansion, brand mergers, Brand Maintenance)
Objective:
1. Establish the necessity for implementing brand strategy of Chinese Beer enterprise. (Analyze Chinese beer market situation).
2. How customer profiles affect brand strategy implementation?
3. Identify competitive forces including competitive rivalry affecting brand strategy of Chinese beer enterprise.
4. To suggest critical factors to be considered by Chinese beer enterprise for making brand strategy.
Procedures:
1. Using PEST and industry analysis tools, before segmentation and profile description.
2. Step: a. Quantities data techniques (using Documents, for example contracts, business correspondence, publicity material, financial information.)
b. Qualitative data techniques (using questionnaires. The interviewees will be the supervisor of Chinese Beer Company)
c. Case study. (Analyze main competitor.)
(3) The further collection method will be mainly adopted, i.e. through the use of the Internet. It will be able to find the invaluable primary sources - the various business journals, e.g. Business Week, Forbes, and China Business, etc. Commentaries regarding the cases also can be found in the same way. Theoretical aspects regarding the framework will be extracted from relevant textbook and related academic journal.
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