| Abstract | 第1-7页 |
| 摘要 | 第7-11页 |
| Chapter One Introduction | 第11-19页 |
| ·Research Background | 第11-12页 |
| ·Research Significance | 第12页 |
| ·Research Objectives | 第12-13页 |
| ·Research Methodology | 第13-14页 |
| ·Research Philosophy | 第14-19页 |
| ·Research Approach | 第14-15页 |
| ·Research Strategy | 第15页 |
| ·Time Horizon | 第15-16页 |
| ·Data Collection | 第16-17页 |
| ·Research Relevance and Validity | 第17页 |
| ·Research Limitations | 第17-19页 |
| Chapter Two Theoretical Background | 第19-34页 |
| ·Aaker's Market Analysis | 第19-22页 |
| ·Consumer Buying Behavior | 第22-24页 |
| ·Method for Company Analysis | 第24-25页 |
| ·International Marketing Strategy | 第25-34页 |
| ·The SWOT Analysis | 第26-28页 |
| ·The TOWS Matrix | 第27-28页 |
| ·The Blue Ocean Strategy | 第28-31页 |
| ·The Marketing Mix | 第31-32页 |
| ·The three Levels of a Product | 第32-34页 |
| Chapter Three The Chocolate Market in China | 第34-47页 |
| ·Chinese Business Environment:an Introduction | 第34-35页 |
| ·The Chocolate Entry into China | 第35-37页 |
| ·The Chocolate as Gift Concept | 第35-37页 |
| ·The Chocolate Market Today | 第37-38页 |
| ·The Competitive Landscape | 第38-40页 |
| ·Consumer Behaviour Patterns | 第40-45页 |
| ·The Concept of Heaty and Cooling food | 第40-41页 |
| ·Demographics of Chocolate Consumer | 第41页 |
| ·Factors Affecting Consumer Choice of Chocolate | 第41-43页 |
| ·Understanding Consumer Taste | 第43-45页 |
| ·The Chocolate Market in the future | 第45-47页 |
| Chapter Four Ferrero in China | 第47-64页 |
| ·Company Overview | 第47-54页 |
| ·Company History:a Multinational Family Business | 第47-51页 |
| ·Brand Portfolio | 第51-54页 |
| ·The Entry into China: | 第54-58页 |
| ·The First Mover:the Ferrero Rocher | 第54-55页 |
| ·Its Convoluted Path from Hong Kong to China | 第55-57页 |
| ·The Creation of the Trading Company in Shanghai | 第57-58页 |
| ·The Fight with Ferrero Rocher Copycats | 第58-61页 |
| ·The Current Category products:Pralines,Kinder and Nutella | 第61-64页 |
| Chapter Five Ferrero Marketing strategy in China | 第64-84页 |
| ·Ferrero Marketing Strategy at Home and Abroad:How to Build and Communicate aStrong Brand | 第64-69页 |
| ·The Early Street Marketing | 第65页 |
| ·The Power of TV Commercials | 第65-67页 |
| ·Ferrero and Sport:A Long-Lasting Link | 第67页 |
| ·Ferrero and Society | 第67-68页 |
| ·Ferrero and Social Media | 第68-69页 |
| ·Analysis of Ferrero Rocher Marketing Mix in China | 第69-75页 |
| ·A Sophisticated and Luxurious Chocolate Gift | 第69-70页 |
| ·A Premium Pricing Strategy for a Premium Brand Chocolate | 第70-71页 |
| ·The Evolution of a Capillary Distribution | 第71-73页 |
| ·From In-store Promotions and Print Ads to TV Commercials | 第73-75页 |
| ·The Development of TV Commercials | 第75-77页 |
| ·Ferrero Headway on the Web | 第77-81页 |
| ·Changing Consumer Behaviour:Online Information and Shopping | 第77-78页 |
| ·Ferrero on the Web:Interactive Brand Websites and Online Shops | 第78-81页 |
| ·Event Endorsements,Sport Sponsorships and Charity Projects | 第81-82页 |
| ·Ferrero Marketing Strategy in China:The Achieved and the achievable | 第82-84页 |
| Chapter Six Ferrero Advance in the Self-Consumption Segment | 第84-108页 |
| ·Developing a Strategy:SWOT Analysis | 第84-89页 |
| ·The TOWS Matrix:Overcoming Weaknesses to Exploit Untapped Opportunities | 第89-94页 |
| ·Applying Blue Ocean Strategy:The Launch of Nutella in China | 第94-108页 |
| ·Nutella Traditional Marketing Mix | 第94-96页 |
| ·Nutella Adjusted Marketing Mix in China | 第96-108页 |
| ·A New Chocolate Concept | 第97-100页 |
| ·Maintaining Ferrero Premium Pricing Strategy | 第100-102页 |
| ·A Capillary Distribution for an Ubiquitous Product | 第102-103页 |
| ·The Need for a Multifaceted Promotion Mix | 第103-108页 |
| Chapter Seven Conclusions and Recommendations | 第108-111页 |
| References | 第111-118页 |
| Appendix | 第118-130页 |
| Acknowledgment | 第130-131页 |
| 卷内备考表 | 第131页 |
