| Acknowledgements | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF Abbreviations | 第8-17页 |
| 1. Introduction | 第17-19页 |
| 1.1 Research background | 第17-18页 |
| 1.2 Research objective | 第18页 |
| 1.3 Research method | 第18-19页 |
| 2. Literature review | 第19-28页 |
| 2.1 Introduction to in-flight food and in-flight catering industry | 第19-21页 |
| 2.2 Origin of in-flight food | 第21-22页 |
| 2.2.1 The in-flight catering has become the civil mode from the militarymode with the development civil aviation | 第21页 |
| 2.2.2 In-flight food is to balance the human internal pressure | 第21页 |
| 2.2.3 The in-flight catering enterprise is formed to enhance the service quality and competitiveness of airline enterprises, and is improved with thedevelopment of aviation industry | 第21-22页 |
| 2.3 Overview of the study of in-flight food in China | 第22-23页 |
| 2.4 Strategic analysis model and tool | 第23-28页 |
| 3. Case description | 第28-37页 |
| 3.1 Introduction to the enterprise | 第28-31页 |
| 3.2 Cold-chain operation in-flight food | 第31-34页 |
| 3.3 Difficult situation of the enterprise | 第34-37页 |
| 4. Case analysis | 第37-52页 |
| 4.1 Situation analysis on Chinese in-flight catering industry | 第37-40页 |
| 4.1.1 In-flight catering has developed from the "workshop" to "factory" | 第37页 |
| 4.1.2 In-flight food has numerous types | 第37-38页 |
| 4.1.3 In-flight catering enterprises have turned to be large-scale throughintegration | 第38页 |
| 4.1.4 Diversified development of in-flight food customers. Over past many years, the development strategy of the in-flight catering enterprises haschanged | 第38-39页 |
| 4.1.5 The obvious improvement of the quality of the in-flight food. As the in-flight food has the characteristics of wide contact surface and big fluidityand involves the aviation safety, the hygiene quality is very important | 第39-40页 |
| 4.2 Analysis on the strategic situation of the enterprise | 第40-51页 |
| 4.2.1 Challenge of the enterprise | 第40-43页 |
| 4.2.2 Chances of the enterprise | 第43-46页 |
| 4.2.3 Disadvantages of the enterprise | 第46-48页 |
| 4.2.4 Advantages of the enterprise | 第48-51页 |
| 4.3 Matching analysis | 第51页 |
| 4.4 Summary of this chapter | 第51-52页 |
| 5. The strategy of the ground food market | 第52-56页 |
| 5.1 Market entry point | 第52-53页 |
| 5.2 Policy implementation | 第53-56页 |
| 5.2.1 Establish the ground food service management system and make theon-site operation process | 第53-54页 |
| 5.2.2 On-site equipment | 第54-56页 |
| 6. Conclusion and further discussion | 第56-58页 |
| REFERENCES | 第58-59页 |
