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船级社的历史发展（可扩展）....................................194.2.船级社的职能................................................................204.2.1.船级社职能的发展和扩大....................................204.2.2.船级社职能的分类................................................214.3国际船级社行业介绍....................................................234.3.1.国际船级社协会...................................................234.3.2在华主要船级社介绍............................................244.3.3中国船级社简介(更新）......................................254.3.4国外船级社与中国船级社比较............................264.3.5中国船级社的性质................................................27第5章各船级社品牌推广现状分析.......................................295.1各船级社市场份额分析................................................295.1.1据船型分类的各船级社船队................................295.1.2各船级社船队的增长情况....................................315.2外国船级社的市场推广现状........................................325.2.1在华机构稳步扩大................................................325.2.2业务初具规模...........................................
