| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter 1 Introduction | 第18-22页 |
| 1.1 Background | 第18-19页 |
| 1.2 Research Objectives | 第19-20页 |
| 1.3 Research Methodology | 第20-21页 |
| 1.4 The main content and logical structure | 第21-22页 |
| Chapter 2 Literature Review | 第22-31页 |
| 2.1 The Definition of Positioning | 第22-23页 |
| 2.2 Over-informed Society | 第23-24页 |
| 2.3 Entering Customers’ Mind | 第24-25页 |
| 2.4 Product Era, Image Era and Positioning Era | 第25-26页 |
| 2.5 Ladders in the Mind | 第26页 |
| 2.6 Law of Duality | 第26-27页 |
| 2.7 Determining the Positioning | 第27页 |
| 2.8 Positioning of Followers | 第27-28页 |
| 2.9 Pitfalls of Brand Extension | 第28-29页 |
| 2.10 Literature Review of Positioning Theory in China | 第29-30页 |
| 2.10.1 Reviews of Marketing Experts | 第29页 |
| 2.10.2 Similarities among Scholars’ Views of Positioning | 第29-30页 |
| 2.11 Diamond Model of Market Positioning | 第30-31页 |
| Chapter 3 Case Description | 第31-42页 |
| 3.1 Company Profile | 第31-33页 |
| 3.1.1 Company Introduction | 第31-33页 |
| 3.1.2 Organization Structure | 第33页 |
| 3.2 Marketing Situation and Problems of First Aid Kit | 第33-38页 |
| 3.2.1 Examples from Developed Countries | 第34-35页 |
| 3.2.2 Car and Accident | 第35-36页 |
| 3.2.3 Golden Ten Minutes | 第36-37页 |
| 3.2.4 CPR Introduction | 第37-38页 |
| 3.2.5 How to Give First Aid after the Traffic Accidents | 第38页 |
| 3.3 Medical Emergency System in China and Some Cases | 第38-42页 |
| 3.3.1 Case 1: Wounded Driver Died Due to the Blocked Emergency Lane onthe Expressway | 第39页 |
| 3.3.2 Case 2: A Woman Raised Her Bag to Shade Her Dead Husband fromthe Scorching Sun for Half an Hour | 第39-40页 |
| 3.3.3 Place Warning Triangles and Wear Reflective Vests after TrafficAccidents | 第40-42页 |
| Chapter 4 Case Analysis | 第42-49页 |
| 4.1 Current Situation of First Aid Kit in China and Analysis of Competitors ofFirstar Health Care | 第42页 |
| 4.1.1 Development Trend of First Aid Kit Market in China and Competitionin the Market | 第42页 |
| 4.2 Behavior Characteristics of Consumers of first aid kits in China | 第42-43页 |
| 4.3 Analysis of Firstar Health Care’s Major Rivals | 第43-46页 |
| 4.3.1 Beijing UNAID Technology Co., Ltd. | 第43-44页 |
| 4.3.2 Beijing Wah Lee Technology and Trade Co., Ltd. | 第44页 |
| 4.3.3 Yunnan Baiyao Group Co., Ltd. | 第44-46页 |
| 4.3.4 Analysis of the Potential Entrants | 第46页 |
| 4.4 SWOT Analysis of Firstar Health Care | 第46-49页 |
| 4.4.1 Strengths and Weaknesses (SW) Analysis | 第46-47页 |
| 4.4.2 Opportunities and Threats (OT) Analysis | 第47-49页 |
| Chapter 5 Positioning Strategies | 第49-56页 |
| 5.1 Current Situation Analysis of Vehicle First Aid Kit Industry in China | 第49-50页 |
| 5.2 Analysis of Survey of the Vehicle First Aid Kit Market (the Questionnaire isattached in the end of the thesis) | 第50-53页 |
| 5.3 The First Aid Kit Market Segmentation and Firstar Health Care’s TargetMarket Strategies | 第53-54页 |
| 5.3.1 The First Aid Kit Market Segmentation | 第53页 |
| 5.3.2 Choice of Target Market | 第53-54页 |
| 5.4 Firstar Health Care’s Vehicle First Aid Kit Market Positioning | 第54-56页 |
| Chapter 6 Implementation Plans for the Positioning Strategies | 第56-71页 |
| 6.1 Product Strategies of Firstar Health Care’s Vehicle First Aid Kits | 第56-61页 |
| 6.1.1 The First Aid Kit on Chinese domestic market --Suichebao | 第56-57页 |
| 6.1.2 Cooperation with Hankegongshe in Family/Vehicle First Aid KitDevelopment (Internet Plus) | 第57-60页 |
| 6.1.3 Improving the Products’ Quality and Creating New Features | 第60页 |
| 6.1.4 Endeavoring to Develop New Products and Improving the ProductStructure | 第60-61页 |
| 6.2 Price Strategies of Firstar Health Care’s Vehicle First Aid Kits | 第61-62页 |
| 6.3 Firstar Health Care’s Channel Strategy for Vehicle First Aid Kit Business | 第62-64页 |
| 6.3.1 Channel Strategy in 4Ps | 第63页 |
| 6.3.2 Channel strategy in 4Cs | 第63-64页 |
| 6.3.3 Chanel strategy in 4Rs | 第64页 |
| 6.4 Firstar Health Care’s Promotion Strategy for Vehicle First Aid Kit | 第64-66页 |
| 6.4.1 Invite Experts in Firs Aid to Promote | 第65页 |
| 6.4.2 Take in First Aid Training as a Compulsory Course in Driving Test orAnnual Inspection | 第65-66页 |
| 6.5 Service Strategy of Firstar Health Care’s Vehicle First Aid Kit Business | 第66-68页 |
| 6.5.1 Build Customer Database to Manage Loyal Customers | 第67页 |
| 6.5.2 Establish a Sophisticated Customer Service System | 第67-68页 |
| 6.6 Assessment on the Effect of Market Positioning Strategy for FirstarHealth Care’s Vehicle First Aid Kit | 第68-71页 |
| 6.6.1 A Successful Case—Cooperation with the Red Cross | 第68-71页 |
| Chapter 7 Conclusions | 第71-73页 |
| References | 第73-75页 |
| APPENDIX | 第75页 |
