| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-16页 |
| 1. Introduction | 第16-20页 |
| 1.1 Background of the Research | 第16-17页 |
| 1.2 Objectives of the Research | 第17页 |
| 1.3 Methods and Frameworks of the Research | 第17-20页 |
| 2. Literature Review | 第20-34页 |
| 2.1 Basic Concepts | 第20-22页 |
| 2.1.1 Competitive Strategy | 第20-21页 |
| 2.1.2 Internet Finance | 第21页 |
| 2.1.3 Environment Analysis | 第21-22页 |
| 2.2 Review on the Theories of Competitive Strategy | 第22-25页 |
| 2.2.1 Types of Strategies Classified by Western Researchers | 第22-24页 |
| 2.2.2 Review on the Main Theories of Competitive Strategy in China | 第24-25页 |
| 2.3 Review on the Main Theories of Internet Finance | 第25-28页 |
| 2.3.1 Brief Introduction of the Development Statues of Internet Finance | 第25-28页 |
| 2.3.2 Review on the Study of Internet Finance | 第28页 |
| 2.4 Basic Analysis Tools | 第28-33页 |
| 2.4.1 PEST Analysis | 第29-30页 |
| 2.4.2 Five Forces Competition Model Analysis | 第30-31页 |
| 2.4.3 SWOT Analysis | 第31-33页 |
| 2.5 Summary | 第33-34页 |
| 3. Case description | 第34-48页 |
| 3.1 Corporation Profile of ICBC Foshan Branch | 第34-35页 |
| 3.2 Business Operation of ICBC Foshan Branch | 第35-38页 |
| 3.3 Status of ICBC Foshan Branch in the Industry | 第38-41页 |
| 3.4 Overview of the Internet Strategy of ICBC Foshan Branch | 第41-45页 |
| 3.5 The History of ICBC Foshan Branch's Competitive Strategy | 第45-48页 |
| 4. Case analysis | 第48-68页 |
| 4.1 Analysis of the External Environment | 第48-53页 |
| 4.1.1 Analysis of the General Environment | 第49-51页 |
| 4.1.2 Analysis of the Industrial Environment | 第51-53页 |
| 4.2 Internal Environment Analysis | 第53-58页 |
| 4.2.1 Enterprise Resource Analysis | 第53-57页 |
| 4.2.1.1 Tangible Resources | 第54-55页 |
| 4.2.1.2 Intangible Resources | 第55-56页 |
| 4.2.1.3 Human Resources | 第56-57页 |
| 4.2.2 Enterprise Capacity Analysis | 第57-58页 |
| 4.2.2.1 Resource Capacity Analysis | 第57页 |
| 4.2.2.2 Analysis of Marketing Capability | 第57-58页 |
| 4.2.2.3 Analysis of Organization Effectiveness | 第58页 |
| 4.3 SWOT Analysis | 第58-65页 |
| 4.3.1 Strength | 第59-60页 |
| 4.3.2 Weakness | 第60-61页 |
| 4.3.3 Opportunity | 第61-62页 |
| 4.3.4 Threats | 第62-63页 |
| 4.3.5 Conclusions for ICBC's Competitive Strategy from SWOT Analysis | 第63-65页 |
| 4.4 The Utility Evaluation of ICBC Foshan Branch's the Comnetitive Strategy | 第65-68页 |
| 4.4.1 The Existence Problem Brought by Economical Scale Effect | 第65-67页 |
| 4.4.2 The Applicability of Focus Strategy for ICBC Foshan Branch | 第67页 |
| 4.4.3 Main defect in Company's Innovation Strategy | 第67-68页 |
| 5. Conclusions and Suggestions | 第68-75页 |
| 5.1 Conclusions | 第68-70页 |
| 5.2 Basic Suggestions | 第70-75页 |
| 5.2.1 Seize the Opportunity of Internet finance | 第70-73页 |
| 5.2.2 Strengthen Innovation and Enhance the Core Competitiveness | 第73-75页 |
| 5.2.2.1 Business transformation | 第73页 |
| 5.2.2.2 Marketing | 第73-74页 |
| 5.2.2.3 Human Resource | 第74页 |
| 5.2.2.4 Risk Management | 第74-75页 |
| 5.3. Summary | 第75页 |
| REFERENCES | 第75-77页 |
