| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-9页 |
| LIST OF ABBREVIATIONS | 第9-20页 |
| Chapter I Introduction | 第20-24页 |
| 1.1 The Background of the research | 第20-21页 |
| 1.2 Research Objectives | 第21-22页 |
| 1.3 Research Methods | 第22-23页 |
| 1.4 The research framework | 第23-24页 |
| Chapter II Literature Review | 第24-36页 |
| 2.1 The definition of the manufacturing servitization | 第24-26页 |
| 2.2 The outline of the Service Dominant Logic theory | 第26-29页 |
| 2.3 The distinction of concepts of value-added service and customer service | 第29-30页 |
| 2.4 The basic modes of the manufacturing servitization | 第30-34页 |
| 2.4.1 The value-added service based on enhancing product performance | 第31-32页 |
| 2.4.2 The value-added services based on products trade facilitation | 第32-33页 |
| 2.4.3 The value-added services based on product integration | 第33-34页 |
| 2.4.4 The services turning from product-centered to customer-centered | 第34页 |
| 2.5 The summary of literature review | 第34-35页 |
| 2.6 Summary | 第35-36页 |
| Chapter III Case Description | 第36-43页 |
| 3.1 The background of the R printing company | 第36-38页 |
| 3.2 The development of the R printing company in China | 第38-39页 |
| 3.3 The adjustment of market strategies of the R printing company in China | 第39-40页 |
| 3.4 The challenges and opportunities in front of the R printing company | 第40-42页 |
| 3.5 Summary | 第42-43页 |
| Chapter IV Case Analysis | 第43-53页 |
| 4.1 PEST analysis | 第44-46页 |
| 4.1.1 Political environment | 第44页 |
| 4.1.2 Economic environment | 第44-45页 |
| 4.1.3 Social environment | 第45-46页 |
| 4.1.4 Technological environment | 第46页 |
| 4.2 Analysis of the environmental competitiveness of the printing industry | 第46-50页 |
| 4.2.1 Analysis of the power of suppliers | 第48页 |
| 4.2.2 Analysis of the power of buyers or customers | 第48-49页 |
| 4.2.3 Analysis of substituting capacity of substitute products or services | 第49页 |
| 4.2.4 Analysis of the entrance capacity of new entrants | 第49-50页 |
| 4.2.5 Analysis of the competition levels of the current competitive rivalrywithin the industry | 第50页 |
| 4.3 Analysis of the competitiveness of the R printing company | 第50-52页 |
| 4.4 Summary | 第52-53页 |
| Chapter V Basic Solution | 第53-68页 |
| 5.1 The operation modes of the servitization of the R printing company | 第53-59页 |
| 5.1.1 The servitization-personalized products based on the product mix | 第53-56页 |
| 5.1.2 The E-business based on the convenience product trading service | 第56-57页 |
| 5.1.3 The whole solutions: the service from product-driven todemand-driven | 第57-59页 |
| 5.2 The ways and strategies of the implementation of the servitization in the Rprinting company | 第59-65页 |
| 5.2.1 Acquisition and restructuring is the basic way to carry forward theservitization and transformation in the R printing company | 第60-63页 |
| 5.2.2 The brand unification and integrated marketing to build and promotethe servitization of the R printing company | 第63-64页 |
| 5.2.3 The new organization structure of the R printing company based onservice | 第64-65页 |
| 5.3 The advice for the future development of the servitization in the R printingcompany | 第65-67页 |
| 5.3.1 Strengthening the ideas and consciousness of service | 第65页 |
| 5.3.2 Building the information platform based on demands from customersand creating the efficient ways to interact with customers | 第65-66页 |
| 5.3.3 The innovation in the talent quality structure to satisfy the demandsfrom the servitization | 第66-67页 |
| 5.3.4 Strengthen the modes and ways of value-added service | 第67页 |
| 5.4 Summary | 第67-68页 |
| Chapter VI Conclusion and Research Prospects | 第68-70页 |
| REFERENCE | 第70-73页 |
