| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-18页 |
| Chapter 1 Introduction | 第18-22页 |
| 1.1 Research Background | 第18-20页 |
| 1.2 Research Significance | 第20-21页 |
| 1.3 Research Methodology | 第21页 |
| 1.4 Research Contents | 第21-22页 |
| Chapter 2 Literature Review | 第22-38页 |
| 2.1 The Concept of Product | 第22-23页 |
| 2.2 Research on Industrial Product Marketing Theory | 第23-25页 |
| 2.2.1 Concept of Industrial Product Marketing | 第23-24页 |
| 2.2.2 Industrial Product Marketing System | 第24-25页 |
| 2.3 The Concept and Types of Product Differentiation | 第25-30页 |
| 2.3.1 Concept of Product Differentiation | 第25-27页 |
| 2.3.2 Types of Product Differentiation | 第27-29页 |
| 2.3.3 Reasons for Product Differentiation | 第29-30页 |
| 2.4 Research on Product Differentiation | 第30-33页 |
| 2.5 Three Levels of Product Differentiation Tactic | 第33-38页 |
| 2.5.1 Differentiation in Core Product | 第33-34页 |
| 2.5.2 Differentiation in Form Product | 第34-35页 |
| 2.5.3 Differentiation in Additional Product | 第35-38页 |
| Chapter 3 Case Description | 第38-58页 |
| 3.1 An Overview of Glass Processing Equipment Industry in China | 第38-42页 |
| 3.1.1 Concept of Glass Processing Equipment | 第38-39页 |
| 3.1.2 Development of the Industry | 第39-42页 |
| 3.2 Background of Company G | 第42-46页 |
| 3.2.1 Introduction of Company G | 第42-44页 |
| 3.2.2 Products and the Performance | 第44-46页 |
| 3.3 Customers’ Demand for Company G’s Product | 第46-49页 |
| 3.4 Profile of Competitors’ Products | 第49-51页 |
| 3.5 Product Differentiation Tactic of Company G | 第51-55页 |
| 3.5.1 Product Function Differentiation | 第52-53页 |
| 3.5.2 Product Design Differentiation | 第53-54页 |
| 3.5.3 Product Service Differentiation | 第54-55页 |
| 3.6 The Problem of Company G’s Product Differentiation | 第55-58页 |
| 3.6.1 Lack of Competence in Product Function | 第55-56页 |
| 3.6.2 Lack of Competence in Appearance Design | 第56页 |
| 3.6.3 Insufficient After-sales Service System | 第56-58页 |
| Chapter 4 Case Analysis | 第58-69页 |
| 4.1 Analysis on Product Positioning | 第58-60页 |
| 4.1.1 Analysis and Comparison of Competitors’ Product Positioning | 第58-60页 |
| 4.1.2 Analysis on Customer’s Needs for Product Features | 第60页 |
| 4.2 Analysis on the Differentiation in Core Product | 第60-62页 |
| 4.3 Analysis on the Differentiation in Form Product | 第62-64页 |
| 4.3.1 Quality Differentiation | 第62-64页 |
| 4.3.2 Packaging Differentiation | 第64页 |
| 4.3.3 Product Appearance Differentiation | 第64页 |
| 4.4 Analysis on the Differentiation in Additional Product | 第64-69页 |
| 4.4.1 Marketing Channel Differentiation | 第65-67页 |
| 4.4.2 Service Differentiation | 第67-69页 |
| Chapter 5 Suggestions | 第69-77页 |
| 5.1 Product Functions Innovation | 第69-71页 |
| 5.1.1 Auto and Intellectualized Function | 第69-70页 |
| 5.1.2 Improvement on Product Production | 第70-71页 |
| 5.2 Product Appearance Design | 第71-73页 |
| 5.3 Improvement on Product Service | 第73-77页 |
| 5.3.1 Establishing Outstanding Service | 第73-74页 |
| 5.3.2 Reservation of After-sales Data | 第74-75页 |
| 5.3.3 Regular After-sales Return Visit | 第75-77页 |
| Chapter 6 Conclusions | 第77-81页 |
| 6.1 Implications of the Research | 第77-78页 |
| 6.2 Findings | 第78-79页 |
| 6.3 Limitations and Future Research | 第79-81页 |
| REFERENCES | 第81-83页 |
