关于某国家事业单位品牌建设和推广的现状研究——以中国船级社为例行政管理专业.docVIP免费

第1章绪论.................................................................................21.1研究背景和意义..............................................................21.2相关研究的介绍和评价（文献综述）..........................31.3研究方法..........................................................................31.4论文创新点......................................................................31.5论文结构..........................................................................3第2章相关理论综述.................................................................32．1品牌的概念...................................................................32．1．1品牌的定义........................................................32．1．2品牌的特点........................................................52．1．3品牌的作用........................................................62．2品牌战略.....................................................................102．2．1品牌战略的定义..............................................102．2．2品牌战略的作用..............................................102．2．3品牌战略的内容..............................................112．2．4品牌战略的规划..............................................122．3品牌塑造.....................................................................122．3·1品牌塑造的定义.................................................122．3．2品牌塑造的要素..............................................132．4品牌传播.....................................................................142．4．1品牌传播的定义..............................................142．4．2品牌传播的模式..............................................14第3章经营性的事业机构：特点及政策环境.......................153.1市场经济国家的非营利机构和我国的事业单位（撤销）..............................................................................................153.1.1市场经济国家的非营利机构................................153.1.2中国的事业单位和经营性事业单位的概念及若...