| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-7页 |
| List of Abbreciations | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-23页 |
| 1.1 Background | 第18-19页 |
| 1.2 Significance | 第19页 |
| 1.3 Research Methodology | 第19-20页 |
| 1.4 Content and Framwork | 第20-21页 |
| 1.5 Summary | 第21-23页 |
| Chapter Ⅱ Literature Review | 第23-41页 |
| 2.1 Development of Positioning Theory | 第23-27页 |
| 2.1.1 Development Stage of Positioning Theory | 第23-24页 |
| 2.1.2 Development Background of Positioning Theory | 第24-27页 |
| 2.2 Relationship between Market Positioning Theory and Marketing | 第27-32页 |
| 2.2.1 Theoretical Integration | 第27-30页 |
| 2.2.2 Demonstrate Integration Relationship | 第30-32页 |
| 2.3 Related Literature | 第32-40页 |
| 2.3.1 Domestic Literature Overview of Positioning Theory | 第32-34页 |
| 2.3.2 Foreign Literature Review | 第34-37页 |
| 2.3.3 Establishment of Positioning Diamond Model | 第37-40页 |
| 2.4 Comment | 第40-41页 |
| Chapter Ⅲ Case Description | 第41-51页 |
| 3.1 G Company Profile | 第41-44页 |
| 3.1.1 Company Profile | 第41页 |
| 3.1.2 Organization Structure | 第41-42页 |
| 3.1.3 Reasons to Enter Ice Cream Market | 第42-44页 |
| 3.2 G Company's Ice Cream Ingredients Business | 第44-47页 |
| 3.2.1 G Company Business Profile | 第44-47页 |
| 3.2.2 G Company's Ice Cream Ingredients Features | 第47页 |
| 3.3 Major Problems of G Company Ice Cream Market Situations | 第47-50页 |
| 3.3.1 Lack of Market Research | 第48-49页 |
| 3.3.2 Misunderstand Competitors | 第49页 |
| 3.3.3 Fuzzy Market Positioning | 第49-50页 |
| 3.4 Summary | 第50-51页 |
| Chapter Ⅳ Case Analysis | 第51-64页 |
| 4.1 Chinese Ice Cream Market Situation | 第51-53页 |
| 4.1.1 Rapid Demand of Ice Cream Ingredients | 第52页 |
| 4.1.2 Healthy Natural Ingredients will become the Mainstream | 第52-53页 |
| 4.1.3 Market Development Potential | 第53页 |
| 4.1.4 More Application Service Demand | 第53页 |
| 4.2 Major Competitor Analysis of G Company's Ice Cream Business | 第53-55页 |
| 4.3 SWOT Analysis of G Company’s Capability | 第55-56页 |
| 4.3.1 Strength | 第55页 |
| 4.3.2 Weakness | 第55-56页 |
| 4.3.3 Opportunities | 第56页 |
| 4.3.4 Thread | 第56页 |
| 4.4 Positioning Analysis of G Company entering the Ice Cream Market | 第56-63页 |
| 4.4.1 Analysis of Market Environment | 第58-59页 |
| 4.4.2 Analysis of Customer Behavior and Needs | 第59页 |
| 4.4.3 Market Segments | 第59-61页 |
| 4.4.4 Determine the Target Market | 第61-62页 |
| 4.4.5 Analysis of Market Positioning | 第62-63页 |
| 4.5 Summary | 第63-64页 |
| Chapter ⅤSuggestions | 第64-70页 |
| 5.1 Ice Cream Ingredients Business Target Customers of G Company | 第64-65页 |
| 5.2 Ice Cream Ingredients Business Competition Strategies of G Company | 第65页 |
| 5.3 Ice Cream Ingredients Business Positioning Strategies of G Company | 第65-68页 |
| 5.4 Ice Cream Ingredients Business Market Positioning and MarketingCommunications of G Company | 第68-69页 |
| 5.5 Summary | 第69-70页 |
| Chapter Ⅵ Conculsions and Prospects | 第70-71页 |
| REFERENCE | 第71-74页 |
| APPENDIX I | 第74-75页 |
| APPENDIX II | 第75页 |
