| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-19页 |
| CHAPTER Ⅰ INTRODUCTION | 第19-24页 |
| 1.1 Research Background and Significance | 第19-20页 |
| 1.1.1 Research Background | 第19-20页 |
| 1.1.2 Research Significance | 第20页 |
| 1.2 Research Content and Methods | 第20-23页 |
| 1.2.1 Research Content | 第20-21页 |
| 1.2.2 Research Methods | 第21-23页 |
| 1.3 Innovative Points | 第23-24页 |
| CHAPTER II LITERATURE REVIEW | 第24-33页 |
| 2.1 Glossary | 第24-25页 |
| 2.1.1 SME | 第24页 |
| 2.1.2 Securities | 第24页 |
| 2.1.3 Internet Marketing | 第24-25页 |
| 2.2 Theories | 第25-27页 |
| 2.2.1 PEST | 第25页 |
| 2.2.2 SWOT | 第25-26页 |
| 2.2.3 STP | 第26页 |
| 2.2.4 4Cs | 第26-27页 |
| 2.3 Development of Domestic and Foreign Internet Marketing | 第27-29页 |
| 2.3.1 Overseas Research | 第27-28页 |
| 2.3.2 Domestic Research | 第28-29页 |
| 2.4 Development of Domestic and Overseas Internet Securities | 第29-31页 |
| 2.4.1 Development of Overseas Internet Securities | 第29-30页 |
| 2.4.2 Development of Domestic Internet Securities | 第30-31页 |
| 2.5 Research on Internet Marketing of Securities Industry | 第31-32页 |
| 2.6 Summary | 第32-33页 |
| CHAPTER Ⅲ CASE DESCRIPTION | 第33-41页 |
| 3.1 Introduction of Company W | 第34-35页 |
| 3.2 Existing Problems of Internet Marketing in Company W | 第35-40页 |
| 3.2.1 Low Rate of Client Conversion and High Rate of No asset or No Trading Users | 第35-38页 |
| 3.2.2 Low Internet Customer Retention and Poor User Experience | 第38-39页 |
| 3.2.3 Poor Consumer Experience | 第39-40页 |
| 3.3 Summary | 第40-41页 |
| CHAPTER Ⅳ CASE ANALYSIS | 第41-72页 |
| 4.1 Analysis of Cause of Existing Problems of Internet Marketing In Company W | 第41-47页 |
| 4.1.1 Internet Marketing Innovation Positioning Model Based Analysis | 第41-44页 |
| 4.1.2 Internet Platform Service Quality Model Based Analysis | 第44-47页 |
| 4.2 Analysis of External Environment | 第47-55页 |
| 4.2.1 Political and Law | 第47-49页 |
| 4.2.2 Economic Environment | 第49-51页 |
| 4.2.3 Social Culture | 第51-53页 |
| 4.2.4 Technical Analysis | 第53-55页 |
| 4.3 SWOT Analysis | 第55-60页 |
| 4.3.1 Analysis of Strengths | 第56-57页 |
| 4.3.2 Analysis of Weaknesses | 第57-58页 |
| 4.3.3 Analysis of Opportunities | 第58-59页 |
| 4.3.4 Analysis of Threats | 第59-60页 |
| 4.4 Feature Analysis of Internet Securities Customers | 第60-64页 |
| 4.4.1 Channels for Internet Customers | 第61页 |
| 4.4.2 Size of Internet Surfers and Characteristics of Products’ Development | 第61页 |
| 4.4.3 Risk Tolerance of Internet Financial Management of Customers | 第61页 |
| 4.4.4 Features of Age and Assets of Internet Stocks Customers | 第61-63页 |
| 4.4.5 Features of Stocks Exchange of Internet Customers | 第63页 |
| 4.4.6 Features of Internet Customer Generations | 第63-64页 |
| 4.5 STP Strategies Analysis | 第64-71页 |
| 4.5.1 Guiding Principles of Strategies Making | 第64-65页 |
| 4.5.2 Vision and Strategic Goal | 第65-66页 |
| 4.5.3 STP Strategies Analysis | 第66-71页 |
| 4.6 Summary | 第71-72页 |
| CHAPTER Ⅴ SUGGESTIONS FOR MAKING INTERNET MARKETING MIX OFCOMPANY W | 第72-82页 |
| 5.1 Meeting Customer Needs | 第72-75页 |
| 5.1.1 Combining Multi-level Product System and Needs of Customization | 第72-74页 |
| 5.1.2 Needs for Customized, Timely Consulting Service | 第74-75页 |
| 5.2 Meeting Customers Expecting Costs | 第75-77页 |
| 5.2.1 Discount Pricing Strategies | 第75-76页 |
| 5.2.2 Discrimination Pricing Strategies | 第76-77页 |
| 5.3 Convenience | 第77-79页 |
| 5.3.1 Integrating Application System | 第78页 |
| 5.3.2 Developing and Perfecting Internet Self-service Function | 第78-79页 |
| 5.3.3 Achieving Centralization of Internet Business | 第79页 |
| 5.4 Strengthening Communication with Customers | 第79-81页 |
| 5.4.1 Differentiating Information Delivering | 第80页 |
| 5.4.2 Communicating with Social Interaction | 第80-81页 |
| 5.5 Summary | 第81-82页 |
| CHAPTER Ⅵ SUGGESTIONS FOR SAFEGUARDS FROM IMPLEMENTINGINTERNET MARKETING STRATEGIES | 第82-90页 |
| 6.1 Adjusting and Optimizing Organizational Structure | 第82-86页 |
| 6.1.1 Adjusting Organizational Structure | 第82-83页 |
| 6.1.2 Clear Position Responsibility | 第83-86页 |
| 6.2 Employee Training and Incentive System | 第86-87页 |
| 6.3 Restructuring Business Process | 第87-88页 |
| 6.4 Optimizing Operation Modes | 第88页 |
| 6.5 Summary | 第88-90页 |
| CHAPTER Ⅶ CONCLUSION AND OUTLOOK | 第90-92页 |
| 7.1 Conclusion | 第90-91页 |
| 7.2 Outlook | 第91-92页 |
| REFERENCES | 第92-93页 |
