| ACKNOWLEDGEMENT | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| CHAPTER Ⅰ INTRODUCTION | 第17-20页 |
| 1.1 RESEARCH BACKGROUND | 第17-18页 |
| 1.2 RESEARCH PURPOSE | 第18-19页 |
| 1.3 RESEARCH METHODOLOGY | 第19-20页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第20-32页 |
| 2.1 MARKETING THEORY REVIEW | 第20-24页 |
| 2.1.1 STP Theory in Service Marketing | 第21-23页 |
| 2.1.2 4Ps Theory in Service Marketing | 第23-24页 |
| 2.2 REVIEW THE APPLICATION OF NEW MEDIA IN MARKETING | 第24-28页 |
| 2.2.1 Classification of New Media and Its Development | 第25-27页 |
| 2.2.2 The Application of New Media in Marketing | 第27-28页 |
| 2.3 ANALYTICAL TOOL REVIEW | 第28-32页 |
| 2.3.1 PEST Theory Review | 第28-30页 |
| 2.3.2 Michael Porter’s Five Forces Model Review | 第30-32页 |
| CHAPTER Ⅲ CASE DESCRIPTION OF KPR | 第32-46页 |
| 3.1 DEVELOPMENT HISTORY OF KPR | 第32-39页 |
| 3.1.1 Start-up and Development History | 第32-33页 |
| 3.1.2 Organizational Structure | 第33-35页 |
| 3.1.3 Talents and Job Roles | 第35-36页 |
| 3.1.4 Current Business Structure | 第36-39页 |
| 3.2 KPR’s Development Dilemma | 第39-46页 |
| 3.2.1 Lack in Business Range | 第39-42页 |
| 3.2.2 Improper Marketing Segment | 第42-43页 |
| 3.2.3 Inaccurate Product Positioning | 第43-44页 |
| 3.2.4 Unintegrated Marketing Strategy | 第44-46页 |
| CHAPTER Ⅳ CASE ANALYSIS | 第46-68页 |
| 4.1 PEST ANALYSIS OF NEW MEDIA MARKET | 第46-51页 |
| 4.1.1 Political Factor | 第46-47页 |
| 4.1.2 Economic Factor | 第47-48页 |
| 4.1.3 Social Factor | 第48-50页 |
| 4.1.4 Technology Factor | 第50-51页 |
| 4.2 NEW MEDIA SERVICES STP ANALYSIS OF KPR | 第51-56页 |
| 4.2.1 Segment of New Media Services | 第51-54页 |
| 4.2.2 Targeting of New Media Services | 第54-55页 |
| 4.2.3 Positioning of New Media Services | 第55-56页 |
| 4.3 4PS ANALYSIS OF NEW MEDIA SERVICES OF KPR | 第56-62页 |
| 4.3.1 Product of New Media Services | 第56-59页 |
| 4.3.2 Price of New Media Services | 第59-60页 |
| 4.3.3 Place of New Media Services | 第60-61页 |
| 4.3.4 Promotion of New Media Services | 第61-62页 |
| 4.4 PORTER’S FIVE FORCES MODEL ANALYSIS OF NEW MEDIA SERVICES | 第62-68页 |
| 4.4.1 Buyer Power | 第63-64页 |
| 4.4.2 Supplier Power | 第64-65页 |
| 4.4.3 The Threat of Substitute | 第65页 |
| 4.4.4 The Threat of New Entrants | 第65-66页 |
| 4.4.5 The Rivalry Among Existing Competitors | 第66-68页 |
| CHAPTER Ⅴ RECOMMENDED PROPOSALS | 第68-77页 |
| 5.1 LAUNCH OF NEW MEDIA SERVICES | 第68-71页 |
| 5.1.1 Concise New Media Solution | 第68-70页 |
| 5.1.2 Agent Model New Media Services | 第70页 |
| 5.1.3 Immediate New Media Services | 第70-71页 |
| 5.2 NICHE MARKET STRATEGY | 第71-74页 |
| 5.2.1 Target and Selection of Niche Market | 第71-72页 |
| 5.2.2 Sales and Promotion of Niche Market | 第72-73页 |
| 5.2.3 Risk and Control | 第73-74页 |
| 5.3 REFRAME OF MANAGEMENT STRUCTURE | 第74-77页 |
| 5.3.1 Reconstruction of Administration Structure | 第74-75页 |
| 5.3.2 Human Resource Management | 第75-76页 |
| 5.3.3 Enhance Creativity Production | 第76-77页 |
| CHAPTER Ⅵ SUMMARY AND CONCLUSION | 第77-80页 |
| 6.1 NICHE MARKET STRATEGY OF NEW MEDIA SERVICES | 第77-78页 |
| 6.2 ISSUES NEEDED FURTHER RESEARCH | 第78页 |
| 6.3 CONCLUSION | 第78-80页 |
| BIBLIOGRAPHY | 第80-83页 |
