| ACKNOWLEDGEMENT | 第4-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-13页 |
| Chapter I Introduction | 第13-17页 |
| 1.Research Background and Significance | 第13-15页 |
| 2.Research Method and Ideas | 第15-16页 |
| 3.Structure of the Thesis | 第16-17页 |
| Chapter II Literature Review | 第17-27页 |
| 1.The Concept and Function of Marketing Channels | 第17-20页 |
| 1.1 The Concept of Marketing Channels | 第17页 |
| 1.2 The Function of Marketing Channels | 第17-20页 |
| 2.Management Method of Marketing Channels | 第20-23页 |
| 2.1 Types of Agents | 第20-21页 |
| 2.2 Marketing Channels Strategy | 第21-22页 |
| 2.3 Marketing Channel Conflict and Encouragement | 第22-23页 |
| 3.The Concept and Meaning of Self-owned Brand | 第23-26页 |
| 3.1 The Concept of Self-owned Brand | 第24页 |
| 3.2 The Value of Self-owned Brand to the Company | 第24-26页 |
| 3.3 Marketing Strategy of Self-owned Brand | 第26页 |
| 4.Summary | 第26-27页 |
| Chapter III Case Description | 第27-30页 |
| 1.Brief Introduction of Fine Horse | 第27页 |
| 2.Marketing Situation and Channels of Fine Horse Leather Company’s Products | 第27-29页 |
| 2.1 Marketing Situation of Fine Horse Leather Company | 第27-28页 |
| 2.2 Marketing Channels of Fine Horse Leather Company | 第28-29页 |
| 3.The Problems in the Marketing of Self-owned Brand of Fine Horse Leather Company | 第29-30页 |
| Chapter IV Case Analysis | 第30-43页 |
| 1.Macro Analysis of Market Choice of Guangzhou Fine Horse Company | 第30-31页 |
| 2.Micro Analysis of Market Choice of Fine Horse Leather Company | 第31-37页 |
| 2.1 Analysis on Demand of Target Customer of Fine Horse Leather Company | 第32页 |
| 2.2 The Composition of the Consumer Market | 第32-34页 |
| 2.3 Characteristics of Consumer Shopping | 第34-37页 |
| 3.SWOT Analysis | 第37-43页 |
| 3.1 Strengthen | 第37-38页 |
| 3.2 Weak | 第38-39页 |
| 3.3 Opportunity | 第39-40页 |
| 3.4 Threat | 第40-41页 |
| 3.5 Statics Analysis and Summary | 第41-43页 |
| Chapter V Suggestions on the Company’s Marketing Strategy | 第43-60页 |
| 1.Selection Criteria of Marketing Channels and Positioning | 第43-45页 |
| 1.1 The Selection Criteria of Marketing Channels | 第43-44页 |
| 1.2 Channels Selection | 第44-45页 |
| 2.Brand Publicity Strategies | 第45-52页 |
| 2.1 Product Positioning | 第45-47页 |
| 2.2 Pricing strategy | 第47-48页 |
| 2.3 Promotion Strategy | 第48-49页 |
| 2.4 Brand Promotion | 第49-51页 |
| 2.5 Widen Channel Cooperation Strategy | 第51页 |
| 2.6 Market Coverage Enhancement Strategy | 第51-52页 |
| 3.Management Strategy of Sales Staffs | 第52-60页 |
| 3.1 Management and Construction of Sales Staffs | 第52-54页 |
| 3.2 Service Level Promotion Strategy of Sales Staffs | 第54页 |
| 3.3 Exchange Strategy of Sales Staffs | 第54-55页 |
| 3.4 Motivation Strategy of Sales Staffs | 第55-57页 |
| 3.5 Performance Evaluation Strategy of Sales Staffs | 第57-60页 |
| Chapter VI Conclusion and Limitations | 第60-63页 |
| 1.Conclusion | 第60-62页 |
| 2.The limitations of This Thesis | 第62-63页 |
| REFERENCE | 第63-65页 |
