| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-16页 |
| Chapter 1 Introduction | 第16-20页 |
| 1.1 The Background of this Thesis | 第16-17页 |
| 1.2 The Significance of this Thesis | 第17-18页 |
| 1.3 Research Methodology | 第18-19页 |
| 1.4 Framework | 第19-20页 |
| Chapter 2 Theoretical Basis and Literature Reviews | 第20-29页 |
| 2.1 Marketing Mix theory of 4C Model | 第20-22页 |
| 2.2 Introduction of the Internet marketing Theories | 第22-27页 |
| 2.2.1 Internet Relationship Marketing Theory | 第24-25页 |
| 2.2.2 Research on Internet Retail Marketing | 第25-27页 |
| 2.3 Introduction of Competitive Strategy Theory | 第27-29页 |
| 2.3.1 Porter’s Five Competitive Model | 第27页 |
| 2.3.2 Market Positioning Theory | 第27-29页 |
| Chapter 3 The Situation Analysis for B2C Internet Retail Market in the Post GeneralMerchandise Ear in China | 第29-36页 |
| 3.1 The definition of B2C E-commerce and B2C Retail E-business | 第29-31页 |
| 3.2 Analysis of China’s Online Retail Market | 第31-32页 |
| 3.3 New features of B2C Internet Retail Market | 第32-36页 |
| Chapter 4 Environment Analysis of Dangdang.com in Post General Merchandise Era | 第36-48页 |
| 4.1 Background of Dangdang.com | 第36-39页 |
| 4.2 Current Situation of Dangdang.com | 第39-43页 |
| 4.2.1 Major Business | 第39-41页 |
| 4.2.2 Business Mode Analysis | 第41-43页 |
| 4.3 Analysis of Competitive Environment Dangdang.com is Facing | 第43-46页 |
| 4.3.1 Potential Entrants’ Threat -- Large | 第43-44页 |
| 4.3.2 Supplier’s Bargaining Power -- Decreasing | 第44页 |
| 4.3.3 Buyer’s Bargaining Power – Large | 第44页 |
| 4.3.4 Threats of Substitute – Large | 第44-45页 |
| 4.3.5 The Trend of Mobile E-commerce – Intense Competition | 第45-46页 |
| 4.4 Summarization of the Competitive Threats Dangdang.com is confronted | 第46-48页 |
| Chapter 5 Marketing optimizatoin strategy for Dangdang.com | 第48-71页 |
| 5.1 Marketing Problems of Dangdang.com | 第48-51页 |
| 5.2 Positioning Target of Dangdang.com | 第51-54页 |
| 5.3 Optimization Strategies for Dangdang.com | 第54-71页 |
| 5.3.1 Improve the Competitiveness of Dangdang.com | 第54-58页 |
| 5.3.2 Optimization of Marketing Strategies | 第58-67页 |
| 5.3.3 Optimization of Marketing Strategies in Mobile-end Business | 第67-71页 |
| Chapter 6 Main Conclusions and Shortcomings | 第71-74页 |
| 6.1 Major Conclusion | 第71-73页 |
| 6.2 Research Shortcomings | 第73-74页 |
| Bibliography | 第74-77页 |
