| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-9页 |
| LIST OF ABBREVIATIONS | 第9-28页 |
| Chapter Ⅰ Introduction | 第28-31页 |
| 1. Research Objectives | 第28页 |
| 2. Meaning of the Research | 第28-29页 |
| 3. Research Subject | 第29页 |
| 4. Research Methods | 第29-30页 |
| 4.1 Literature Review | 第29页 |
| 4.2 Case Study | 第29页 |
| 4.3 Combination of Interview and Observation | 第29-30页 |
| 5. Research Structure | 第30-31页 |
| Chapter Ⅱ Literature Review | 第31-44页 |
| 1. Basic concepts | 第31-37页 |
| 1.1 E-commerce service company | 第31页 |
| 1.2 Strategy map | 第31-36页 |
| 1.2.1 Rendering | 第32-33页 |
| 1.2.2 Build workflow | 第33-34页 |
| 1.2.3 Value Comparison | 第34-35页 |
| 1.2.4 Decision process | 第35-36页 |
| 1.3 E-commerce operating service | 第36-37页 |
| 1.4 E-commerce distribution services | 第37页 |
| 1.5 lectricity sampling service provider | 第37页 |
| 2. Analysis tools | 第37-43页 |
| 2.1 PEST Analysis | 第37-39页 |
| 2.2 Five forces competition model analysis | 第39-41页 |
| 2.3 SWOT Analysis | 第41-43页 |
| 3. Summary | 第43-44页 |
| Chapter Ⅲ Case Description | 第44-76页 |
| 1. Background Information | 第44-45页 |
| 2. Development History | 第45-46页 |
| 3. Status Quo | 第46-75页 |
| 3.1 Main business, products and services | 第46-53页 |
| 3.1.1 Main business | 第46页 |
| 3.1.2 Main products and services | 第46-53页 |
| 3.2 Management Structure | 第53-60页 |
| 3.2.1 Company organization structure | 第53页 |
| 3.2.2 Company organization responsibility | 第53-58页 |
| 3.2.3 Main business workflow | 第58-60页 |
| 3.3 The key elements of business-related resources | 第60-69页 |
| 3.3.1 The main technology used in the company's services | 第60-63页 |
| 3.3.2 The main intangible assets. | 第63-64页 |
| 3.3.3 Business Licensing and Qualification | 第64-65页 |
| 3.3.4 Franchise case | 第65页 |
| 3.3.5 The company fixed assets | 第65页 |
| 3.3.6 The company leases real estate | 第65-66页 |
| 3.3.7 Company staff structure | 第66-68页 |
| 3.3.8 Company's environmental situation | 第68-69页 |
| 3.3.9 Company safety standards and product quality situation | 第69页 |
| 3.4 Business operation | 第69-73页 |
| 3.4.1 Main operating income and product sales | 第69-70页 |
| 3.4.2 Main customer | 第70-71页 |
| 3.4.2.1 Main customer | 第70-71页 |
| 3.4.2.2 Top 5 customers detailed information | 第71页 |
| 3.4.3 Main supplier | 第71-72页 |
| 3.4.3.1 Main supplier | 第71-72页 |
| 3.4.3.2 The top five suppliers procurement | 第72页 |
| 3.4.4 The company's borrowings | 第72-73页 |
| 3.5 The company's business model | 第73-75页 |
| 3.5.1 Sales model | 第73-74页 |
| 3.5.2 Profit model | 第74-75页 |
| 4. Summary | 第75-76页 |
| Chapter Ⅳ Case Analysis | 第76-100页 |
| 1. Industry situation | 第76-88页 |
| 1.1 Industry Regulation System | 第78-79页 |
| 1.2 Industry policies and regulations | 第79-81页 |
| 1.3 Industry competition | 第81-82页 |
| 1.4 The main barriers to entering the industry | 第82-84页 |
| 1.5 The main factors affecting the development of the industry | 第84-88页 |
| 2. Market Size | 第88-92页 |
| 2.1 E-commerce market | 第88-89页 |
| 2.2 E-commerce FMCG retail market | 第89-90页 |
| 2.3 Operation Market | 第90-92页 |
| 3. Basic risk characteristics | 第92-96页 |
| 3.1 The risk of macroeconomic fluctuations | 第92页 |
| 3.2 Risk of increased competition in the market | 第92-93页 |
| 3.3 Risk traditional brands "solo" in | 第93-94页 |
| 3.4 Pairs of supplier dependencies | 第94页 |
| 3.5 Pairs of third-party e-commerce platform dependent | 第94-95页 |
| 3.6 Food safety risk | 第95-96页 |
| 4. Company's competitive position | 第96-100页 |
| 4.1 Company's position in the industry | 第96页 |
| 4.2 The company's competitive advantage | 第96-98页 |
| 4.3 The company's competitive disadvantage | 第98-100页 |
| Chapter Ⅴ Strategy map | 第100-110页 |
| BSC Strategy map | 第100页 |
| The company's development objectives and strategies | 第100-110页 |
| 1. Finance | 第100-101页 |
| 2. Clients | 第101-103页 |
| 3. Internal operating areas: | 第103页 |
| 4. Learning and growth areas: strengthening the talent introduction and Reserve Talents | 第103页 |
| 5. Other risks and coping strategies | 第103-110页 |
| Chapter Ⅵ Conclusion | 第110-111页 |
| REFERENCE | 第111页 |
