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干比较.....................................17第4章船级社的历史及其职能....................................................................................................194.1船级社的历史发...
