| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-15页 |
| Chapter 1 Introduction | 第15-20页 |
| 1.1 Research Background | 第15-16页 |
| 1.2 Research Aim | 第16-17页 |
| 1.3 Research Methodology | 第17页 |
| 1.4 Research Ideas | 第17-20页 |
| Chapter 2 Literature Review | 第20-28页 |
| 2.1 Core Concepts and Related Theories | 第20-23页 |
| 2.1.1 Market Strategy | 第20页 |
| 2.1.2 Strategic Positioning | 第20-21页 |
| 2.1.3 Differential Positioning | 第21-22页 |
| 2.1.4 Corporate Governance | 第22-23页 |
| 2.2 Analytical Tools | 第23-28页 |
| 2.2.1 Five Forces Model | 第23-24页 |
| 2.2.2 4PModel | 第24-25页 |
| 2.2.3 STP Model | 第25-26页 |
| 2.2.4 VRIO Model | 第26-28页 |
| Chapter 3 Case Description | 第28-32页 |
| 3.1 Company Profile | 第28-30页 |
| 3.2 Development Stages | 第30-31页 |
| 3.3 Summary | 第31-32页 |
| Chapter 4 Case Analysis | 第32-55页 |
| 4.1 Competitive Analysis of Household Kitchen Appliance Industry | 第32-39页 |
| 4.1.1 The Bargaining Power of Suppliers | 第32-34页 |
| 4.1.2 The Bargain Power of Buyers | 第34-36页 |
| 4.1.3 Competitive Power of Existing Competitors | 第36-38页 |
| 4.1.4 Ability of Potential Entrants | 第38页 |
| 4.1.5 Substitute Ability of Substitutes | 第38-39页 |
| 4.2 VRIO-based Analysis on Internal Strength of VATTI | 第39-45页 |
| 4.2.1 Analysis Based on VRIO | 第39-40页 |
| 4.2.2 Analysis on Internal Insufficiency | 第40-45页 |
| 4.3 STP-based Analysis on Current Market Positioning Strategy of VATTI | 第45-53页 |
| 4.3.1 Market Positioning Based on Low Cost | 第45-47页 |
| 4.3.2 Market Segmentation | 第47-50页 |
| 4.3.3 Market Selection | 第50-52页 |
| 4.3.4 Product Market Positioning Strategy | 第52-53页 |
| 4.4 Summary | 第53-55页 |
| Chapter 5 Repositioning for VATTI's Challenges | 第55-59页 |
| 5.1 Challenges from the Low-cost Market Positioning | 第55-56页 |
| 5.2 Challenges from the External Environment | 第56-57页 |
| 5.3 Challenges from the Enterprise Management Model | 第57-59页 |
| Chapter 6 Suggestions | 第59-83页 |
| 6.1 Suggestions on Market Repositioning | 第59-72页 |
| 6.1.1 Repositioning Based on Differential Values | 第59-61页 |
| 6.1.2 Repositioning Based on 4Ps | 第61-72页 |
| 6.1.2.1 Product Strategy | 第61-64页 |
| 6.1.2.2 Channel Strategy | 第64-65页 |
| 6.1.2.3 Price Strategy | 第65-69页 |
| 6.1.2.4 Brand Strategy | 第69-72页 |
| 6.2 Reform on Enterprise Organizational Framework | 第72-81页 |
| 6.2.1 Defamilization of Management Team | 第73-74页 |
| 6.2.2 Reservation of Speech Right of Board of Directors | 第74-78页 |
| 6.2.3 Transparency of Employment Mechanism | 第78-80页 |
| 6.2.4 Employment of Third-Party Consultancy Institution | 第80-81页 |
| 6.3 Summary | 第81-83页 |
| Chapter 7 Conclusion and Further Studies | 第83-86页 |
| 7.1 Major Conclusion | 第83页 |
| 7.2 Suggestions on Following-up Issues and Research Expectations | 第83-86页 |
| 7.2.1 More Emphasis Should be Put on the Development of Internet Channel | 第83-84页 |
| 7.2.2 More Emphasis Should be Put on the Innovation of Mainstream Products | 第84页 |
| 7.2.3 More Emphasis Should be Put on the Idea of“Overall Kitchen” | 第84-86页 |
| REFERENCE | 第86-87页 |
