| 中文摘要 | 第5-7页 |
| Abstract | 第7页 |
| 1. Introduction | 第8-11页 |
| 1.1 Research background | 第8-9页 |
| 1.2 Research objectives | 第9-10页 |
| 1.3 Research questions | 第10页 |
| 1.4 Research methods | 第10-11页 |
| 2. Theory development | 第11-41页 |
| 2.1 Traditional competitive strategies | 第11-17页 |
| 2.1.1 Main rep resentative theories | 第11-14页 |
| 2.1.2 Challenges for traditional theories in dynarnic ages | 第14-17页 |
| 2.2 Dynamic competition theo ries | 第17-23页 |
| 2.2.1 General ideas of dynamic competitive strategies | 第17-19页 |
| 2.2.2 Theoretical development of dynamic competition | 第19-23页 |
| 2.3 The difference between tactic and dynamic competitive strategies | 第23-31页 |
| 2.3.1 General comparison | 第23-26页 |
| 2.3.2 Strategic advantage comparison | 第26-28页 |
| 2.3.3 Risk comparison | 第28-30页 |
| 2.3.4 The linkage between the static and dynamic competitive strategy | 第30-31页 |
| 2.4 Implication for firms | 第31-41页 |
| 2.4.1 Barrier creation | 第31-36页 |
| 2.4.2 Core competence development | 第36-38页 |
| 2.4.3 Localization | 第38-39页 |
| 2.4.4 Winning the speed | 第39-41页 |
| 3. Case study-eBay in China | 第41-61页 |
| 3.1 Industry analysis of online shopping | 第41-47页 |
| 3.1.1 Online shopping has changed the world | 第41-42页 |
| 3.1.2 The Chinese online shopping market analysis | 第42-47页 |
| 3.2 The development of eBay China | 第47-50页 |
| 3.3 The mai n competitor for eBay i n the Chi nese market | 第50-56页 |
| 3.4 The main reasons for eBa/s unsatisfactory performance in China | 第56-61页 |
| 3.4.1 Inadequate understanding of the local consuming habits | 第56-58页 |
| 3.4.2 Localization problem | 第58-59页 |
| 3.4.3 Slow and inadequate reaction towards dynamic competitive environment | 第59-61页 |
| 4. Discussion of results and conclusions | 第61-69页 |
| 4.1 Gap between theory and reality | 第61-62页 |
| 4.2 Key findings | 第62-63页 |
| 4.3 Suggestions for eBay's further development in China | 第63-66页 |
| 4.4 Suggestions for implementation of dynamic competitive strategies | 第66-68页 |
| 4.5 Limitations and further research | 第68-69页 |
| Reference | 第69-71页 |
