| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-11页 |
| CHAPTER 1 INTRODUCTION | 第11-18页 |
| 1.1 Research Background | 第11-15页 |
| 1.2 Research Objectives | 第15页 |
| 1.3 Research Approach | 第15-16页 |
| 1.4 Contribution to the Field | 第16-18页 |
| CHAPTER 2 LITERATURE REVIEW | 第18-32页 |
| 2.1 The theory of marketing | 第18-19页 |
| 2.2 The theory of marketing strategy | 第19-22页 |
| 2.2.1 The concept of marketing strategy | 第19-20页 |
| 2.2.2 The Characteristics of marketing strategy | 第20-21页 |
| 2.2.3 The marketing strategy formulation | 第21-22页 |
| 2.3 STP theory | 第22-30页 |
| 2.3.1 Market segmentation | 第22-27页 |
| 2.3.2 The target market selection | 第27-29页 |
| 2.3.3 Market positioning | 第29-30页 |
| 2.4 The market competition theory | 第30-32页 |
| CFFHAPTER 3 THE PRESENT SITUATION AND ENVIRONMENT ANALYSIS OF INSTANT MESSAGING MARKET | 第32-40页 |
| 3.1 Z company background and basic organizational structure | 第32-37页 |
| 3.1.1 The basic background of Z Company | 第32-35页 |
| 3.1.2 Organizational structure of Z Company | 第35-37页 |
| 3.2 Z Company's current marketing situation and major issues | 第37-40页 |
| 3.2.1 Marketing status of Z Company | 第37-38页 |
| 3.2.2 Current major problems of Z Company | 第38-40页 |
| CHAPTER 4 the Instant Messaging Market Development and Competition Situation in China | 第40-64页 |
| 4.1 The basic concepts of instant messaging and market classification | 第40-45页 |
| 4.1.1The basic concepts of instant messaging | 第40-42页 |
| 4.1.2 Classification of instant messaging | 第42-45页 |
| 4.2 Development status and competitive landscape of Instant Messaging Market in China | 第45-56页 |
| 4.2.1 The development status of the instant messaging market in China | 第45-48页 |
| 4.2.2 Competitive landscape Instant Messaging Market in China | 第48-56页 |
| 4.3 Analysis of major competitors of Z Company | 第56-64页 |
| 4.3.1 Competitors of personal instant messaging | 第57-61页 |
| 4.3.2 Competitors of Enterprise instant messaging | 第61-64页 |
| CHAPTER 5 THE TARGET MARKET SELECTION AND THE MARKETING STRATEGY OF Z COMPANY | 第64-84页 |
| 5.1 Market segmentation of Z Company | 第64-69页 |
| 5.1.1 Market segmentation | 第64-66页 |
| 5.1.2 Characteristics of market segments | 第66-69页 |
| 5.2 Z Company's target market selection strategy | 第69-75页 |
| 5.3 Z Company’s marketing strategy | 第75-84页 |
| 5.3.1 MBA groups based marketing strategy | 第76-79页 |
| 5.3.2 Marketing strategy to take We Chat as a parasitic | 第79-81页 |
| 5.3.3 Take the conference marketing strategy | 第81页 |
| 5.3.4 Take talent incentive strategy | 第81-82页 |
| 5.3.5 Business strategy | 第82页 |
| 5.3.6 Technology development strategy | 第82页 |
| 5.3.7 User information protection strategy | 第82-84页 |
| CHAPTER 6 CONCLUSIONS | 第84-85页 |
| 6.1 The conclusion of the thesis | 第84页 |
| 6.2 The deficiency of the paper | 第84-85页 |
| REFERENCES | 第85-86页 |
