| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-10页 |
| Chapter One Introduction | 第10-14页 |
| 1.1 Research Background | 第10-11页 |
| 1.2 Research Significance | 第11页 |
| 1.3 Research Methodology and Framework | 第11-14页 |
| Chapter Two Literature Review | 第14-23页 |
| 2.1 The Development of Market Positioning Theory | 第14-18页 |
| 2.2 Research on the market segmentation at home and abroad | 第18-20页 |
| 2.3 Tool for Market Positioning | 第20-23页 |
| Chapter Three Case Study: Current Situation of the Logistics E-platform Yizhan Network | 第23-27页 |
| 3.1 Background and Introduction of Yizhan Network | 第23-24页 |
| 3.2 Vision and Main Functions of Yizhan Network | 第24-26页 |
| 3.3 Marketing Situation and Existing Problems of Yizhan Network | 第26-27页 |
| Chapter Four Competition Situation of Logistics E- platforms in China | 第27-34页 |
| 4.1 Market Development Background of E- platforms of Logistics in China | 第27-29页 |
| 4.2 Competitive Situation of E-platform in China | 第29-31页 |
| 4.3 Analysis of the Advantages and Disadvantages of Yizhan Network in the Market Competition | 第31-34页 |
| Chapter Five Analysis on Positioning Strategies of Yizhan Network | 第34-52页 |
| 5.1 Positioning Problems of Yizhan Network | 第34页 |
| 5.2 Analysis on Positioning Strategies of Major Competitors | 第34-37页 |
| 5.3 Market Segmentation Analysis of Yizhan Network | 第37-40页 |
| 5.4 Repositioning of Yizhan Network | 第40-52页 |
| Chapter six Putting Positioning in Place-Analysis of 4P Strategies | 第52-57页 |
| 6.1 Aspect of Product | 第52-53页 |
| 6.2 Aspect of Price | 第53页 |
| 6.3 Aspect of Path | 第53页 |
| 6.4 Aspect of Promotion | 第53-57页 |
| Chapter Seven Conclusion | 第57-58页 |
| 7.1 Research Findings | 第57页 |
| 7.2 Limitations and Further Study | 第57-58页 |
| Reference | 第58-60页 |
