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2.\u-32678?\u28966?\u21697?\u29260?\u28949?\u26032?\u-244?\u25552?\u20379?\u31995?\u32479?\u21270?\u30340?\u31574?\u30053?\u19982?\u23454?\u29992?\u24037?\u20855?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 3.\u24378?\u-29693?\u-28805?\u-29372?\u20135?\u-28781?\u20986?\u-244?\u21161?\u21147?\u21697?\u29260?\u24555?\u-28641?\u25193?\u23637?\u24066?\u22330?\u24433?\u21709?\u21147?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 4.\u28085?\u30422?\u21019?\u26032?\u25991?\u21270?\u-244?\u24110?\u21161?\u23398?\u21592?\u26500?\u24314?\u20855?\u26377?\u31454?\u20105?\u21147?\u30340?\u21697?\u29260?\u23450?\u20301?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 5.\u26696?\u20363?\u20016?\u23500?\u-244?\u-29388?\u-28719?\u23454?\u-27067?\u-244?\u23398?\u21592?\u21487?\u30452?\u25509?\u24212?\u29992?\u20110?\u20225?\u19994?\u23454?\u-29195?\par\pard\plain\s0\fi0\li0\ri0\sb60\sa60\sl300\plain\f0\fs24\b \u12304?\u-29698?\u31243?\u26041?\u24335?\u12305?\b0\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u20998?\u26512?\u21450?\u23548?\u20837?25%\u-244?\u23567?\u32452?\u23454?\u25805?\u30740?\u-29784?25%\u-244?\u-29774?\u24072?\u-29774?\u25480? 40%\u-244?\u20854?\u23427?\u24418?\u24335?10%\par\pard\plain\s0\fi0\li0\ri0\sb60\sa60\sl300\plain\f0\fs24\b \u12304?\u-29698?\u31243?\u22823?\u32434?\u12305?\b0\par\pard\plain\s0\fi400\li0\ri0\sb40\sa40\sl300\plain\f0\fs22\b \u31532?\u19968?\u31456?\u-230?\u20320?\u30340?\u21697?\u29260?\u30495?\u30340?\u-26880?\u-30335?\u28949?\u26032?\u21527?\u-225?\u-29754?\u21035?\u21697?\u29260?\u-26880?\u-28211?\u22609?\u30340?\u20449?\u21495?\u-225?\u26159?\u20160?\u20040?\u22312?\u-25999?\u20351?\u28949?\u26032?\u30340?\u21147?\u-28209?\b0\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u25506?\u-29784?\u32463?\u20856?\u21697?\u29260?\u22312?\u29616?\u20195?\u24066?\u22330?\u20013?\u-26782?\u20020?\u30340?\u25361?\u25112?\u21450?\u28949?\u26032?\u30340?\u24517?\u-30335?\u24615?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u29702?\u-29766?\u-230?\u21697?\u29260?\u29983?\u21629?\u21608?\u26399?\u29702?\u-29766?\u-248?Brand Life Cycle Theory\u-247? \u25506?\u-29784?\u21697?\u29260?\u22312?\u19981?\u21516?\u29983?\u21629?\u21608?\u26399?\u-27082?\u27573?\u30340?\u-30616?\u29616?\u21450?\u28949?\u26032?\u-26880?\u27714?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u26446?\u23425?\u-248?Li-Ning\u-247?\u22914?\u20309?\u-28646?\u-28729?\u21697?\u29260?\u24180?\u-28805?\u21270?\u-28211?\u-31817?\u24066?\u22330?\u-26798?\u30544?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u23398?\u21592?\u-29784?\u-29766?\u-230?\u20320?\u30340?\u21697?\u29260?\u22312?\u24403?\u21069?\u24066?\u22330?\u29615?\u22659?\u20013?\u-26782?\u20020?\u21738?\u20123?\u25361?\u25112?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u24037?\u20855?\u-230?SWOT\u20998?\u26512?\par\pard\plain\s0\fi400\li0\ri0\sb40\sa40\sl300\plain\f0\fs22\b \u31532?\u20108?\u31456?\u-230?\u22914?\u20309?\u20026?\u32463?\u20856?\u21697?\u29260?\u27880?\u20837?\u26032?\u28789?\u-25790?\u-225?\u21697?\u29260?\u23450?\u20301?\u30340?\u-26775?\u21629?\u24615?\u24605?\u32500?\b0\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u21697?\u29260?\u23450?\u20301?\u30340?\u-28211?\u-30335?\u24615?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u22914?\u20309?\u20026?\u21697?\u29260?\u27880?\u20837?\u26032?\u30340?\u25991?\u21270?\u21644?\u20215?\u20540?\u-30270?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 3)\u29702?\u-29766?\u25903?\u25345?\u-230?USP\u29702?\u-29766?\u-248?\u29420?\u29305?\u-27392?\u21806?\u20027?\u24352?\u-244?Unique Selling Proposition\u-247?\u-28646?\u-28729?\u24046?\u24322?\u21270?\u23450?\u20301?\u25552?\u21319?\u21697?\u29260?\u31454?\u20105?\u21147?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?1\u-230?IBM \u30340? \u8220?Think\u8221?\u-230?IBM\u25104?\u21151?\u23558?\u8220?Think\u8221?\u20174?\u20869?\u-28440?\u29702?\u24565?\u-28820?\u21270?\u20026?\u24066?\u22330?\u21697?\u29260?\u-229?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?2\u-230?\u-27073?\u-28212?\u24052?\u24052?\u30340?\u8220?\u-31780?\u-25057?\u32593?\u32476?\u8221?\u-230?\u8220?\u-31780?\u-25057?\u32593?\u32476?\u8221?\u21457?\u23637?\u20026?\u19968?\u20010?\u29420?\u31435?\u30340?\u21697?\u29260?\u-244?\u24182?\u25972?\u21512?\u20102?\u24066?\u22330?\u19978?\u30340?\u22810?\u23478?\u29289?\u27969?\u20844?\u21496?\u-244?\u24314?\u31435?\u20102?\u24320?\u25918?\u30340?\u29289?\u27969?\u29983?\u24577?\u31995?\u32479?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u-29784?\u-29766?\u-230?\u20320?\u-29788?\u20026?\u20320?\u30340?\u21697?\u29260?\u23450?\u20301?\u24212?\u22914?\u20309?\u-28820?\u21464?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u24037?\u20855?\u-230?\u21697?\u29260?\u23450?\u20301?\u27169?\u22411?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u31532?\u19977?\u31456?\u-230?\u21697?\u29260?\u20307?\u31995?\u-28211?\u24314?\u-230?\u21331?\u-29302?\u30340?\u21697?\u29260?\u8220?\u29275?\u8221?\u22312?\u21738?\u20799?\u-225?\u22914?\u20309?\u25171?\u-28640?\u-26490?\u20808?\u30340?\u21697?\u29260?\u20307?\u31995?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u21697?\u29260?\u20307?\u31995?\u30340?\u32452?\u25104?\u-28440?\u20998?\u21450?\u26500?\u24314?\u27493?\u-25948?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u20912?\u23665?\u29702?\u-29766?\u23548?\u20837?\u-248?\u32463?\u20856?\u20307?\u-25972?\u22411?\u21697?\u29260?\u22609?\u-28640?\u19982?\u21457?\u23637?\u30340?\u29702?\u-29766?\u27169?\u22411?\u-247?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 3)\u21697?\u29260?\u30340?\u20869?\u22806?\u20860?\u20462?\u31574?\u30053?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 4)\u-29774?\u22909?\u21697?\u29260?\u25925?\u20107?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u21326?\u20026?\u22914?\u20309?\u-28646?\u-28729?\u31995?\u32479?\u21270?\u30340?\u21697?\u29260?\u24314?\u-29762?\u25104?\u20026?\u20840?\u29699?\u31185?\u25216?\u-26490?\u20891?\u21697?\u29260?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u23398?\u21592?\u-29784?\u-29766?\u-230?\u29616?\u26377?\u21697?\u29260?\u20803?\u32032?\u20013?\u21738?\u20123?\u21487?\u20197?\u20445?\u30041?\u-225?\u21738?\u20123?\u-26880?\u-30335?\u26356?\u26032?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u31532?\u22235?\u31456?\u-230?\u26381?\u21153?\u25991?\u21270?\u22914?\u20309?\u25104?\u23601?\u21697?\u29260?\u-225?\u8220?\u-28805?\u-29372?\u20135?\u8221?\u-28781?\u20986?\u27169?\u24335?\u19979?\u30340?\u21697?\u29260?\u25193?\u23637?\u31574?\u30053?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u22914?\u20309?\u24314?\u31435?\u22312?\u8220?\u-28805?\u-29372?\u20135?\u8221?\u-28781?\u20986?\u27169?\u24335?\u19979?\u30340?\u26381?\u21153?\u25991?\u21270?\u21697?\u29260?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u-29788?\u30693?\u21697?\u29260?\u-26880?\u-30335?\u24378?\u22823?\u30340?\u20869?\u-28440?\u25991?\u21270?\u12289?\u26631?\u20934?\u21644?\u25112?\u30053?\u20316?\u20026?\u25903?\u25745?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 3)\u26381?\u21153?\u26631?\u20934?\u21270?\u19982?\u25193?\u23637?\u-248?\u-25896?\u24230?\u19968?\u-32268?\u24615?\u30340?SOP\u21046?\u23450?\u-247?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 4)\u-29788?\u30693?\u26381?\u21153?\u21697?\u29260?\u21270?\u21457?\u23637?\u-248?Service Branding Theory\u-247?\u-230?\u-28646?\u-28729?\u26381?\u21153?\u25991?\u21270?\u22609?\u-28640?\u21697?\u29260?\u-244?\u25552?\u21319?\u21697?\u29260?\u-29788?\u30693?\u19982?\u24544?\u-29734?\u24230?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u23452?\u23478?\u-248?IKEA\u-247?\u22914?\u20309?\u-28646?\u-28729?\u26381?\u21153?\u25991?\u21270?\u23454?\u29616?\u20840?\u29699?\u21697?\u29260?\u25193?\u23637?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u28023?\u24213?\u25438?\u-28646?\u-28729?\u21331?\u-29302?\u30340?\u26381?\u21153?\u25991?\u21270?\u25104?\u20026?\u-26352?\u-26258?\u-30644?\u19994?\u30340?\u26631?\u26438?\u21697?\u29260?\u-244?\u24182?\u25512?\u21160?\u-28805?\u-29372?\u20135?\u-28781?\u20986?\u27169?\u24335?\u30340?\u25193?\u23637?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u23398?\u21592?\u-29784?\u-29766?\u-230?\u20320?\u30340?\u20225?\u19994?\u22914?\u20309?\u21033?\u29992?\u-28805?\u-29372?\u20135?\u27169?\u24335?\u25512?\u24191?\u26381?\u21153?\u25991?\u21270?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u31532?\u20116?\u31456?\u-230?\u21697?\u29260?\u19982?\u25991?\u21270?\u30340?\u28145?\u24230?\u-30835?\u21512?\u-230?\u22914?\u20309?\u-29783?\u20225?\u19994?\u26381?\u21153?\u25991?\u21270?\u-25999?\u21160?\u21697?\u29260?\u21457?\u23637?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u25506?\u-29784?\u20225?\u19994?\u26381?\u21153?\u25991?\u21270?\u19982?\u21697?\u29260?\u20307?\u31995?\u30340?\u-30835?\u21512?\u31574?\u30053?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u20869?\u22312?\u25991?\u21270?\u30340?\u22806?\u30028?\u24863?\u30693?\u19982?\u-29788?\u21516?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 3)\u23458?\u25143?\u22914?\u20309?\u21442?\u19982?\u21697?\u29260?\u25991?\u21270?\u30340?\u22806?\u21270?\u-28729?\u31243?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 4)\u20826?\u24314?\u21697?\u29260?\u25991?\u21270?\u30340?\u29305?\u-32142?\u21450?\u25171?\u-28640?\u21697?\u29260?\u24046?\u24322?\u21270?\u20248?\u21183?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u26143?\u24052?\u20811?\u-248?Starbucks\u-247?\u22914?\u20309?\u-28646?\u-28729?\u26381?\u21153?\u25991?\u21270?\u24378?\u21270?\u21697?\u29260?\u-29788?\u21516?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u26696?\u20363?\u-230?\u-27073?\u-28212?\u24052?\u24052?\u22914?\u20309?\u-28646?\u-28729?\u26381?\u21153?\u25991?\u21270?\u19982?\u25216?\u26415?\u21019?\u26032?\u26500?\u24314?\u20840?\u29699?\u21270?\u30005?\u21830?\u21697?\u29260?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u23398?\u21592?\u-29784?\u-29766?\u-230?\u20320?\u30340?\u20225?\u19994?\u26381?\u21153?\u25991?\u21270?\u22914?\u20309?\u25903?\u25345?\u25110?\u25361?\u25112?\u21697?\u29260?\u20877?\u23450?\u20301?\u-225?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 \u31532?\u20845?\u31456?\u-230?\u22914?\u20309?\u-28646?\u-28729?\u21592?\u24037?\u-30644?\u20026?\u28857?\u29123?\u21697?\u29260?\u-225?\u20869?\u-28440?\u25991?\u21270?\u19982?\u21697?\u29260?\u20849?\u29983?\u20849?\u-31901?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 1)\u21592?\u24037?\u-30644?\u20026?\u21644?\u20869?\u-28440?\u25991?\u21270?\u25512?\u21160?\u21697?\u29260?\u30340?\u25345?\u32493?\u21457?\u23637?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 2)\u21697?\u29260?\u19982?\u20225?\u19994?\u31038?\u20250?\u-29405?\u20219?\par\pard\plain\s0\fi400\li0\ri0\sb80\sl300\plain\f0\fs22 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