| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| 1 INTRODUCTION | 第18-22页 |
| 1.1 Research Background and Significance | 第18-19页 |
| 1.2 Research Objectives | 第19页 |
| 1.3 Research Methodology | 第19页 |
| 1.4 Research Framework | 第19-22页 |
| 2 LITERATURE REVIEW | 第22-43页 |
| 2.1 The Definition of Market Positioning | 第22页 |
| 2.2 Abroad and Domestic Research | 第22-24页 |
| 2.2.1 Abroad Research | 第22-23页 |
| 2.2.2 Domestic Research2.3 Basic theory of Marketing Positioning | 第23-24页 |
| 2.3 Basic theory of Marketing Positioning | 第24-28页 |
| 2.3.1 The Significance of Marketing Positioning | 第25-28页 |
| 2.4 Market Positioning Methodology | 第28-33页 |
| 2.5 Market Positioning Tool | 第33-36页 |
| 2.5.1 Market Positioning Issues | 第35-36页 |
| 2.6 Market Positioning Model | 第36-43页 |
| 2.6.1 Market Segmentation | 第36-40页 |
| 2.6.2 Target Market Selection | 第40-43页 |
| 3 CASE DESCRIPTION | 第43-52页 |
| 3.1 INN Company Profile | 第43-46页 |
| 3.1.1 Brief Introduction of INN Company | 第43页 |
| 3.1.2 Introduction of Audio industry | 第43-45页 |
| 3.1.3 Necessity of Applying Marketing Positioning for OBM project in INN Company | 第45-46页 |
| 3.2 Introduction of Marketing Positioning in INN Company | 第46-47页 |
| 3.2.1 Organization System of Marketing Positioning | 第46-47页 |
| 3.2.2 Marketing Positioning Analysis and Appraisal | 第47页 |
| 3.3 Achievements of Marketing Positioning in INN Company | 第47-48页 |
| 3.4 Problems of Marketing Positioning in INN Company | 第48-50页 |
| 3.4.1 Capital challenge | 第48-49页 |
| 3.4.2 Technology INN Challenge | 第49-50页 |
| 3.5 Necessity Analysis of Marketing Positioning in INN Company | 第50-52页 |
| 3.5.1 Need of Corporate Strategic Development | 第50页 |
| 3.5.2 Need of Prompt Market Response | 第50-51页 |
| 3.5.3 Need of a positioning strategy | 第51-52页 |
| 4 CASE ANALYSIS | 第52-59页 |
| 4.1 Headphone Market situation in China | 第52-54页 |
| 4.1.1 China Headphone present situation and facing problems | 第52-53页 |
| 4.1.2 China Headphone present faces problems | 第53-54页 |
| 4.1.3 Analysis of Reasons and Effects of Problems | 第54页 |
| 4.1.4 Analysis of Capital challenge | 第54页 |
| 4.2 INN Company Operation Situation in China Market | 第54-56页 |
| 4.2.1 Analysis of Technology | 第55页 |
| 4.2.2 Analysis of marketing sales challenge | 第55-56页 |
| 4.3 Analysis of Capacity in Inn Company | 第56-57页 |
| 4.4 Analysis of INN brand headphone of INN Company | 第57页 |
| 4.5 A Survey to INN Headphone Potential Target Customer | 第57-59页 |
| 5 SUGGESTIONS | 第59-70页 |
| 5.1 Market Environment | 第59页 |
| 5.2 Brand Value | 第59-60页 |
| 5.3 Hardware Choice | 第60-65页 |
| 5.3.1 Price of Headphone | 第61页 |
| 5.3.2 the Basic ideas of 3D headphone products posotopm in the Chinesemarket | 第61-63页 |
| 5.3.3 New axis to locate the positioning of 3D products | 第63页 |
| 5.3.4 grade positioning | 第63-64页 |
| 5.3.5 User Location | 第64页 |
| 5.3.6 cultural orientation | 第64-65页 |
| 5.4 Specific Positioning | 第65-70页 |
| 5.4.1 Analysis of product market competition | 第65-66页 |
| 5.4.2 Location target market | 第66-67页 |
| 5.4.3 Product Features Positioning | 第67页 |
| 5.4.4 Price positioning | 第67-68页 |
| 5.4.5 Products and Orientation of the scale of production | 第68-70页 |
| 6 CONCLUSIONS | 第70-73页 |
| REFERENCES | 第73-74页 |
