| Abstract | 第4页 |
| 摘要 | 第5-6页 |
| 1. INTRODUCTION | 第6-10页 |
| 1.1. STUDY BACKGROUND | 第6-7页 |
| 1.2. PURPOSE AND SIGNIFICANCE OF THE STUDY | 第7-8页 |
| 1.3. METHOD AND STRUCTURE OF THE STUDY | 第8-10页 |
| 2. LITERATURE REVIEW | 第10-20页 |
| 2.1. DEFINITION OF MULTI-POINT COMPETITION | 第10-12页 |
| 2.2. RELATIONSHIP BETWEEN MULTI-POINT CONTACT AND INTENSITY OF COMPETITION | 第12-17页 |
| 2.2.1. Multi-point contact and market entry | 第12-14页 |
| 2.2.2. Moderators that affect the effect of multi-point contact on competition intensity | 第14-17页 |
| 2.3. EMPIRICAL RESEARCH FINDINGS | 第17-20页 |
| 3. THE FORMATION OF MULTI-POINT CONTACT AND THE COMPETITIVE DYNAMICS IN CHINA'SHOUSEHOLD APPLIANCES INDUSTRY | 第20-52页 |
| 3.1 NDUSTRIAL LEVEL OVERVIEW | 第20-26页 |
| 3.1.1. The formation of multi-point contact | 第20-23页 |
| 3.1.2. Problems faced by China's household appliances manufacturers | 第23-26页 |
| 3.2. FIRM LEVEL DEEP-DIVE | 第26-48页 |
| 3.2.1. Horizontal expansion:multi-point contact in new markets | 第26-35页 |
| 3.2.2. Vertical integration:multi-poinf contact along value chain | 第35-45页 |
| 3.2.3. Brief summary | 第45-48页 |
| 3.3. ACTION LEVEL ANALYSIS | 第48-52页 |
| 3.3.1. Frequency and speed | 第49-50页 |
| 3.3.2. Diversity and differentiation | 第50-51页 |
| 3.3.3. Non market actions | 第51-52页 |
| 4. HOW TO ENHANCE PERFORMANCE THROUGH MULTI-POINT COMPETITION STRATEGY | 第52-59页 |
| 4.1. OPTIMIZE ACTION REPERTOIRE | 第52-53页 |
| 4.2. MIX USE OF STRATEGIC OPTIONS | 第53-54页 |
| 4.3. COORDINATE RESOURCES | 第54-56页 |
| 4.4. STRENGTHEN INFORMATION COLLECTING AND ANALYZING ABILITY | 第56-57页 |
| 4.5 INCRFASE POSSIBILITY OF TACIT COLLUSION | 第57-59页 |
| 5. CONCLUSIONS AND DISCUSSIONS | 第59-65页 |
| 5.1. MAIN CONCLUSIONS | 第59-61页 |
| S.2. LIMITATIONS OF THIS RESEARCH | 第61-62页 |
| 5.2.1. Need empirical analysis to support the positions | 第61页 |
| 5.2.2. Lack of behavioral analysis of small firms | 第61-62页 |
| 5.3. FUTURE RESEARCH DIRECTIONS | 第62-65页 |
| 5.3.1. Causal relation exploration | 第62页 |
| S.3.2. Cross discipline analysis | 第62-63页 |
| 5.3.3. Model generality and flexbility extension | 第63-65页 |
| Bibliography | 第65-67页 |
| Acknowledgement | 第67-68页 |
