| ABSTRACT | 第1-5页 |
| 摘要 | 第5-7页 |
| 1. INTRODUCTION | 第7-15页 |
| ·Background | 第7页 |
| ·Justification of the Study | 第7-8页 |
| ·Methodology and Basic Definitions | 第8-12页 |
| ·Marketing Mix Definition | 第9-10页 |
| ·Olive Oil Definition | 第10-12页 |
| ·Contribution of the Study | 第12页 |
| ·Structure | 第12-15页 |
| 2. CHILEAN OLIVE OIL INDUSTRY AND OLISOL | 第15-20页 |
| ·Chilean Olive Oil Industry | 第15-16页 |
| ·Company Description | 第16-20页 |
| 3. THE CHINESE MARKET OF OLIVE OIL | 第20-30页 |
| ·Edible Oil Consumption in China | 第20页 |
| ·Olive Oil Consumption in China | 第20-22页 |
| ·Origin, Quantity and Prices of Olive Oil Imports | 第22-24页 |
| ·Chinese Olive Oil Consumer | 第24-28页 |
| ·Actual Competitors in the Chinese Market (Brands and Prices) | 第28-30页 |
| 4. INDUSTRY ANALYSIS | 第30-38页 |
| ·Industry Structure: Supply Chain Analysis | 第30-32页 |
| ·Industry Analysis: Porter 5 Forces Analysis | 第32-34页 |
| ·Industry Costs: Quantitative Analysis | 第34-35页 |
| ·SOWT Analysis: Olisol and the Chinese Extra Virgin Olive Oil Industry | 第35-38页 |
| 5. THE MARKING MIX STRATEGY | 第38-47页 |
| ·The Product Life Cycle (Olive Oil in China) | 第38-40页 |
| ·Basic Steps to Entry the Chinese Market | 第40-41页 |
| ·Matching Consumers Wants and Needs with the Attributes of Olisol Products | 第41-44页 |
| ·About Price, Bottle and Label for Each Match | 第42-44页 |
| ·The Marketing Mix Strategy: The 4Ps to Approach the Chinese Market | 第44-47页 |
| ·Comments about the Marketing Mix Strategy | 第45-47页 |
| 6. GENERAL CONCLUSION | 第47-49页 |
| References | 第49-52页 |
| Appendix | 第52-59页 |
| Acknowledgement | 第59-60页 |
| Thesis Published During Course of MBA Study | 第60页 |
