| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-17页 |
| 1 Introduction | 第17-21页 |
| 1.1 Research Background and Significance | 第17-18页 |
| 1.1.1 Research Background | 第17-18页 |
| 1.1.2 Research Significance | 第18页 |
| 1.2 Research Frame and Methodology | 第18-21页 |
| 1.2.1 Research Frame | 第18-20页 |
| 1.2.2 Research Methodology | 第20-21页 |
| 2 Literature Review | 第21-29页 |
| 2.1 Strategic Management Theories | 第21-24页 |
| 2.1.1 Cost-Leadership Strategy | 第21页 |
| 2.1.2 Differentiation Strategy | 第21-23页 |
| 2.1.3 Focused Strategy | 第23-24页 |
| 2.2 Strategic Management Tools | 第24-27页 |
| 2.2.1 External Factors Evaluation Matrix (EFE Matrix) | 第24页 |
| 2.2.2 Internal Factors Evaluation Matrix (IFE Matrix) | 第24-25页 |
| 2.2.3 SWOT analysis | 第25-26页 |
| 2.2.4 Quantitative Strategic Planning Matrix (QSPM) | 第26-27页 |
| 2.3 Concept Explanation | 第27-29页 |
| 2.3.1 Online Shopping | 第27页 |
| 2.3.2 B2C | 第27页 |
| 2.3.3 Quality E-Commerce | 第27-28页 |
| 2.3.4 Number of Monthly Independent Devices | 第28-29页 |
| 3 Case Description | 第29-39页 |
| 3.1 Company Y’s Background and Introduction | 第29-37页 |
| 3.1.1 Company Y’s Backgound | 第29-32页 |
| 3.1.2 Company Y’s Business Model | 第32-34页 |
| 3.1.3 Company Y’s Current Situation | 第34-37页 |
| 3.2 The Challenge of Quality E-commerce Business of Company Y | 第37-39页 |
| 4 Case Analysis | 第39-67页 |
| 4.1 Internal Analysis For Company Y by IFE Matrix | 第39-46页 |
| 4.1.1 Internal Advantage Analysis | 第39-43页 |
| 4.1.2 Internal Weakness Analysis | 第43-45页 |
| 4.1.3 Internal Factors Evaluation | 第45-46页 |
| 4.2 External Analysis For Company Y by EFE Matrix | 第46-60页 |
| 4.2.1 External Opportunities Analysis | 第46-51页 |
| 4.2.2 External Threats Analysis | 第51-58页 |
| 4.2.3 External Factors Evaluation | 第58-60页 |
| 4.3 Comparative analysis of Company Y and Its Main Competitors | 第60-66页 |
| 4.3.1 Comparison of the Status Quo between Company Y and major competitors | 第60-62页 |
| 4.3.2 Comparative Evaluation between Company Y and competitors | 第62-66页 |
| 4.4 Chapter Summary | 第66-67页 |
| 5 Company Y's Competitive Strategy Selection and Implementation | 第67-80页 |
| 5.1 Company Y's Selection of competitive strategy | 第67-71页 |
| 5.1.1 QSPM Analysis Framework | 第67-68页 |
| 5.1.2 Competitive Strategy Selection Based on QSPM | 第68-71页 |
| 5.2 Implementation of Company Y's Differentiation Strategy | 第71-78页 |
| 5.2.1 Construct SWOT Analysis Matrix to Determine Competitive Strategy Implementation Measures | 第71-74页 |
| 5.2.2 Technology Differentiation | 第74-75页 |
| 5.2.3 Brand differentiation | 第75-76页 |
| 5.2.4 Layout differentiation | 第76页 |
| 5.2.5 Developing Scenario Marketing and Offline Experience Marketing | 第76-77页 |
| 5.2.6 Strategic Alliance | 第77-78页 |
| 5.3 Supporting Measures of Company Y's Differentiation Strategy | 第78-80页 |
| 5.3.1 Human Resource Supporting Plan | 第78-79页 |
| 5.3.2 Business Ethics | 第79-80页 |
| 6 Conclusions and Future Studies | 第80-82页 |
| 6.1 Conclusions | 第80页 |
| 6.2 Limitations | 第80-81页 |
| 6.3 Future Studies | 第81-82页 |
| REFERENCES | 第82-86页 |
| APPENDIX 1 | 第86-89页 |
| APPENDIX 2 | 第89-91页 |
