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Title Page
Content
Abstract 9
1. Background 12
1.1. Background of China & marketing 12
1.2. Background of China Post 13
2. Research consumer, company and competition 16
2.1. A consumer questionary of China Post 16
2.2. Issue of China Post brand from Questionaire Survey : 16
2.2.1. We come up with the questions below on the basis of the surveydiagram 16
2.2.2. Main Issue of China Post: 18
2.3. Brand architecture analysis of USPS,UPS,FedEx,DHL,JP,KP 23
2.3.1. brand architecture analysis of china post 24
2.3.2. brand architecture analysis of USPS 25
2.3.3. brand architecture analysis of UPS 26
2.3.4. brand architecture analysis of FedEx 27
2.3.5. brand architecture analysis of DHL 28
2.3.6. brand architecture analysis of JP 29
2.3.7. brand architecture analysis of Korea Post 30
3. The process of conclusion: 31
3.1. Business categorization 32
3.2. new brand architecture of China post 36
3.2.1. suggestion about brand architecture for China Post in New CP 37
3.2.2. Naming directions for China Post service in the New CP: 41
3.3. brand extension of new CP: 42
3.4. brand positioning of new CP: 43
3.5. brand platform of new CP: 45
3.5.1. Suggestions about the brand platform of new CP 45
3.5.2. brand vision suggestion of new CP 46
3.6. Orientation of the brand concept and idea development in new CP 48
3.7. suggestion about brand personality of new CP 49
3.8. design expression of new CP: 50
4. conclusion of how to make good service brand system based on architecture : 51
참고문현 53
감사의 글 54
APPENDIX 6
[1] A consumer questionary survey of china post: 55
[2] the result of questionary survey of china post: 57
표 1. Table of the revenue in postal industry in 2009 14
표 2. Table of the monthly revenue in express business 14
표 3. Structural figure of the express business 15
표 4. Structural figure of the amount of the express business 15
표 5. target market 19
표 6. brand differentiation & core value 19
표 7. consumer emotional step of china post 20
표 8. brand identity and brand image 20
표 9. conclusion process of china post 31
표 10. business categories of USPS,UPS,FedEx,DHL,JP,KP,CP 33
표 11. business categories image of USPS,UPS,FedEx,DHL,JP,KP,CP 33
표 12. brand architecture model strategy of CP 37
표 13. suggestion on brand architecture of new CP 37
표 14. China Post service naming directions of New CP 41
표 15. brand extension strategy of new CP 43
표 16. brand positioning map of new CP 44
표 17. brand platform of new CP 46
표 18. the parts of new CP vision 47
표 19. new CP brand values 47
표 20. brand personality suggestion of new CP 49
Photo 1. symbol mark of china post 22
Photo 2. visual expression of china post 22
Photo 3. brand architecture of china post 24
Photo 4. brand architecture of USPSC 25
Photo 5. brand architecture of UPS 26
Photo 6. brand architecture of FedEx 27
Photo 7. brand architecture of DHL 28
Photo 8. brand architecture of JP 29
Photo 9. brand architecture of korea post 30
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