| Abstract | 第2-6页 |
| 摘要 | 第7-15页 |
| Chapter Ⅰ Introduction | 第15-20页 |
| 1.1 Background and Significance | 第15-18页 |
| 1.2 Study Methods and Contents | 第18页 |
| 1.3 Frame of the Thesis | 第18-19页 |
| 1.4 Characteristics of This Thesis | 第19-20页 |
| ChapterⅡ Literature Review | 第20-24页 |
| 2.1 Study Status in China | 第20-22页 |
| 2.2 Study Status Abroad | 第22-23页 |
| 2.3 Comments on Previous Researches | 第23-24页 |
| Chapter Ⅲ Related Concepts and Theories | 第24-30页 |
| 3.1 Sharing Economy | 第24-25页 |
| 3.2 Sharing Bicycle | 第25页 |
| 3.3 Globalization Theory | 第25页 |
| 3.4 PEST Analysis | 第25-27页 |
| 3.4.1 Political Factors | 第26页 |
| 3.4.2 Economic Factors | 第26-27页 |
| 3.4.3 Social Factors | 第27页 |
| 3.4.4 Technological Factors | 第27页 |
| 3.5 SWOT Analysis | 第27-28页 |
| 3.6 STP Strategy | 第28-29页 |
| 3.7 4P Strategy | 第29-30页 |
| Chapter IV Motives for OFO Bicycle to Expand Market in America | 第30-59页 |
| 4.1 Motive of Economic Globalization | 第30-31页 |
| 4.2 Internal Factors of OFO Bicycle | 第31-33页 |
| 4.3 Current Situation of China's Sharing Bicycle Market | 第33-42页 |
| 4.4 Analysis on Macro Marketing Environments in America | 第42-49页 |
| 4.4.1 Political Environment | 第42-43页 |
| 4.4.2 Economic Environment | 第43-45页 |
| 4.4.3 Social Environment | 第45-48页 |
| 4.4.4 Technological Environment | 第48-49页 |
| 4.5 Analysis on Sharing Bicycle Industry in America | 第49-56页 |
| 4.5.1 Overview of American Sharing Bicycle Market | 第49-55页 |
| 4.5.2 Features of American Sharing Bicycle | 第55-56页 |
| 4.6 Summary of Strengths and Opportunities for OFO to Expand in America | 第56-59页 |
| Chapter V Analysis on OFO's Expanding Strategies in America | 第59-75页 |
| 5.1 Target Market Selection before Entering America | 第59-69页 |
| 5.1.1 Make Segmentation to American Market | 第60-63页 |
| 5.1.2 Target Market Selection Strategy | 第63-65页 |
| 5.1.3 Make Market Positioning | 第65-69页 |
| 5.2 Market-Entry Mode Selection Strategy When Entering America | 第69-71页 |
| 5.2.1 Introduction to Main Market Entry Mode | 第69-70页 |
| 5.2.2 Selection of Export Entry Mode | 第70-71页 |
| 5.3 Marketing Strategies After Entering America | 第71-75页 |
| 5.3.1 Product Localization Strategy | 第71-72页 |
| 5.3.2 Low Price Positioning Strategy | 第72-73页 |
| 5.3.3 Strategy of Combining Channel Cooperation and Internet Marketing | 第73-74页 |
| 5.3.4 Promotion Strategy | 第74-75页 |
| Chapter Ⅵ Suggestions for OFO to Expand Further in America | 第75-85页 |
| 6.1 Draw Experiences from China's Sharing Bicycle Development | 第75-78页 |
| 6.1.1 Complete Basic Equipment, and Upgrade Backstage Management System | 第75-76页 |
| 6.1.2 Establish Credit Record | 第76-77页 |
| 6.1.3 Establish Industrial Risk Guarantee Fund System | 第77-78页 |
| 6.1.4 Replace Mechanic Lock by Smart Lock | 第78页 |
| 6.2 Strengthen Marketing Localization | 第78-81页 |
| 6.2.1 Strengthen the Localization of Product | 第79-80页 |
| 6.2.2 Strengthen the localization of Talents | 第80-81页 |
| 6.2.3 Strengthen the Localization of Policy | 第81页 |
| 6.3 Make Good Public Relations | 第81-83页 |
| 6.3.1 Take Good Advantage of Internet | 第81-82页 |
| 6.3.2 Take Good Advantage of Media | 第82-83页 |
| 6.3.3 Make Good Public Relation with Government | 第83页 |
| 6.4 Pay Close Attention to Competitors | 第83-85页 |
| Chapter Ⅶ Conclusion | 第85-88页 |
| 7.1 Findings | 第85-86页 |
| 7.2 Innovation Points | 第86-87页 |
| 7.3 Limitations | 第87页 |
| 7.4 Future Expectations | 第87-88页 |
| References | 第88-91页 |
| Acknowledgements | 第91-92页 |
