| ACKNOWLEDGEMENTS 1 | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-17页 |
| 1 Introduction | 第17-21页 |
| 1.1 Background and Significance | 第17-18页 |
| 1.1.1 Background | 第17-18页 |
| 1.1.2 Significance | 第18页 |
| 1.2 Research Methods and Ideas | 第18-21页 |
| 1.2.1 Research Methods | 第18-19页 |
| 1.2.2 Research Ideas | 第19-21页 |
| 2 Theories and Literature Review | 第21-25页 |
| 2.1 Theoretical Review of Marketing Channels | 第21-23页 |
| 2.1.1 The Definition of Marketing Channels | 第21页 |
| 2.1.2 Structure of marketing channels | 第21-22页 |
| 2.1.3 The Functions of marketing Channel | 第22-23页 |
| 2.2 Theoretical Review of E-commerce | 第23-25页 |
| 2.2.1 The Concept of E-commerce | 第23页 |
| 2.2.2 Marketing Supporting Channels System under the E-commerce | 第23-25页 |
| 3 Marketing Channels of Galanz from the Theory of Terminal Control of MarketingChannels of the Electrical Household Appliances | 第25-34页 |
| 3.1 Comparison of Modes of Chinese Electrical Appliances Marketing Channels | 第25-29页 |
| 3.1.1 Traditional Regional Agency Mode | 第25-27页 |
| 3.1.2 Distribution Mode of Regional Branch | 第27-28页 |
| 3.1.3 Distribution Mode Dominated by Channel Distributors of HomeAppliance Chain | 第28-29页 |
| 3.2 Modes Comparison between Different Degrees of Control over ChannelTerminals | 第29-33页 |
| 3.2.1 Loose Channel Terminal Mode | 第30-31页 |
| 3.2.2 Close Terminal Channel Mode | 第31-33页 |
| 3.3 Analysis on the Current Marketing Channel Mode of Galanz | 第33-34页 |
| 4 Analysis on Development Background and Current Situation of Galanz | 第34-48页 |
| 4.1 Overview of Galanz | 第34-35页 |
| 4.2 Analysis on External Environment of Galanz | 第35-39页 |
| 4.2.1 The Political and Legal Environment | 第35-36页 |
| 4.2.2 Economy | 第36-38页 |
| 4.2.3 Society | 第38页 |
| 4.2.4 Technology | 第38-39页 |
| 4.3 Analysis on Internal Environment of Galanz | 第39-43页 |
| 4.3.1 The Advantages of Galanz | 第39-41页 |
| 4.3.2 The disadvantages of Galanz | 第41-42页 |
| 4.3.3 The Opportunities of Galanz | 第42-43页 |
| 4.3.4 The Threat of Galanz | 第43页 |
| 4.4 The Current Marketing Channels of Galanz | 第43-48页 |
| 4.4.1 The Advantages of the Construction of Marketing Channels of Galanz | 第44-45页 |
| 4.4.2 The Problems of Marketing Channels of Galanz | 第45-48页 |
| 5 The Construction and Optimization of Marketing Channels of Galanz | 第48-62页 |
| 5.1 Construction and Optimization of Marketing Channels of Galanz in DomesticCities | 第48-51页 |
| 5.1.1 Feature Analysis of Current Household Appliances Market in China’s Cities | 第48-50页 |
| 5.1.2 Marketing Channel Pattern and Strategy for Galanz Household Appliances in Cities | 第50-51页 |
| 5.2 Marketing Channel Constructions and Optimization Strategy in DomesticRural Market for Galanz Household Appliances | 第51-56页 |
| 5.2.1 Feature Analysis of Current Household Appliances Market in China’s Rural Areas | 第51-54页 |
| 5.2.2 Current Situation of Channel Terminal for Rural Household Appliances | 第54-55页 |
| 5.2.3 Marketing Channel Development Strategy for Rural Market of Galanz Appliance | 第55-56页 |
| 5.3 Strategies of E-commerce Marketing Channel Constructing and Optimizing for Galanz | 第56-62页 |
| 5.3.1 The Definition and Modes for Appliance E-commerce | 第56-57页 |
| 5.3.2 The Status Quo of Appliance Online Shopping | 第57-58页 |
| 5.3.3 The Construction of Galanz Appliance E-commerce Network | 第58-62页 |
| 6 Conclusion and Prospect | 第62-64页 |
| Referrence | 第64-67页 |
| Acknowledgement 2 | 第67页 |
