| Abstract | 第2页 |
| 摘要 | 第3-4页 |
| 中文文摘 | 第4-7页 |
| Chapter One Introduction | 第7-17页 |
| 1.1 An Introduction to Lei Jun | 第7-8页 |
| 1.2 The Development of Xiaomi and Its Business Model | 第8-10页 |
| 1.3 Lei Jun as an Outstanding Commercial Rhetor | 第10-12页 |
| 1.4 Background,Purpose and Significance of This Study | 第12-17页 |
| Chapter Two Rhetoric,Rhetorical Situation and the Three Artistic Proofs | 第17-31页 |
| 2.1 Origin of Rhetoric,Its Definitions and Essence | 第17-19页 |
| 2.2 Lloyd F Bitzer on Rhetorical Situation | 第19-20页 |
| 2.3 Rhetoric in Commercial Situation | 第20-26页 |
| 2.4 Three Artistic Resources | 第26-30页 |
| 2.5 Conclusion | 第30-31页 |
| Chapter Three Rhetorical Prowess of Lei Jun Encounters Different Situations | 第31-47页 |
| 3.1 First Show of Lei Jun in 2011 Xiaomi Product Launch | 第31-36页 |
| 3.2 Lei Jun's Response to the Query of "Hunger Marketing" of Xiaomi | 第36-42页 |
| 3.3 "Don't Call Me China's Steve Jobs" | 第42-47页 |
| Chapter Four Other Rhetorical Strategies and Skills Employed by LeiJun——Taking the 2014 Xiaomi Product Launch as an Object | 第47-57页 |
| 4.1 Storytelling and Vision Framing | 第47-52页 |
| 4.2 Self-effacement | 第52-53页 |
| 4.3 Figures of Speech Employed by Lei Jun | 第53-57页 |
| Chapter Five Conclusion | 第57-59页 |
| References | 第59-65页 |
| 攻读学位期间承担的科研任务与主要成果 | 第65-67页 |
| Acknowledgements | 第67-69页 |
| 个人简历 | 第69-73页 |
