| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-16页 |
| Chapter I Introduction | 第16-21页 |
| 1.1 Research Background | 第16-17页 |
| 1.2 Research Significance | 第17-19页 |
| 1.3 Research Methods | 第19页 |
| 1.4 Main contents and framework of research | 第19-21页 |
| Chapter II Literature Review and comments | 第21-36页 |
| 2.1 Research overview of Market Segmentation Methods | 第21-33页 |
| 2.1.1 Lliterature review on segmentation methods of consumer market | 第22-27页 |
| 2.1.2 Literature overview of industrial market segmentation methods | 第27-29页 |
| 2.1.3 Lliterature overview of Chinese consumer’s market segmentation methods | 第29-33页 |
| 2.2 Target Market Selection and Target Market Positioning | 第33-34页 |
| 2.2.1 Target Market Selection | 第33页 |
| 2.2.2 Target Market Positioning | 第33-34页 |
| 2.3 Marketing Mix Strategy | 第34-36页 |
| Chapter III Case description | 第36-39页 |
| 3.1 Background Information | 第36-37页 |
| 3.2 Current development status and problems of XY Decoration Co. | 第37-38页 |
| 3.3 Outdoor marketing strategies of XY Decoration Co. | 第38-39页 |
| Chapter IV The Development Pattern of Home Decoration Industry in China and Market Opportunity of XY Decoration Co. | 第39-60页 |
| 4.1 Chinese Home Decoration Industial development status | 第39-52页 |
| 4.1.1 Six characteristics of Chinese Home Decoration Market | 第44-48页 |
| 4.1.2 The development trends of Chinese Home Decoration Industry | 第48-51页 |
| 4.1.3 Main problems in Chinese Home Decoration Industry | 第51-52页 |
| 4.2 The analysis of consumers' behaviors in Chinese Home Decoration Market | 第52-55页 |
| 4.3 Chinese Home Decoration Industrial competition patterns | 第55-56页 |
| 4.3.1 The analysis on the competition within the Chinese Home Gecoration Industry | 第55页 |
| 4.3.2 Major marketing strategy in the Chinese Home Decoration Industry | 第55-56页 |
| 4.4 Marketing problems and market opportunities of XY Decoration CO. | 第56-60页 |
| 4.4.1 The problems existing in marketing and management of XY Decoration CO. | 第56-58页 |
| 4.4.2 Analysis of main competitors of XY Decoration CO. | 第58页 |
| 4.4.3 Market opportunity of XY Decoration CO. | 第58-60页 |
| Chapter V The Market Segmentation and Target Market Strategy of XY Decoration Company | 第60-75页 |
| 5.1 Market segementation strategies of the demand characteristics of each segmenting consumer groups | 第60-69页 |
| 5.2 The analysis of main competitor marketing strategies of XY Decoration CO.54 | 第69页 |
| 5.3 The target market selections of XY Decoration COmpany | 第69-71页 |
| 5.4 The market positioning and marketing strategies of the future development of XY Decoration CO. | 第71-75页 |
| Chapter VI COnclusion and Enlightenment | 第75-79页 |
| 6.1 COnclusion | 第75-77页 |
| 6.2 Contribution | 第77-78页 |
| 6.3 Limitations | 第78-79页 |
| REFERENCE | 第79-81页 |
