| 摘要 | 第4-6页 |
| ABSTRACT | 第6-8页 |
| Chapter 1 Introduction | 第12-16页 |
| 1.1 Background and Implications | 第12-13页 |
| 1.2 Research Process, Methods and Outline | 第13-15页 |
| 1.3 Research Content | 第15-16页 |
| Chapter 2 Literature Review | 第16-28页 |
| 2.1 PEST Analysis | 第16-17页 |
| 2.2 International Marketing of Services | 第17-20页 |
| 2.3 Marketing Mix: The 7 Ps of Service Marketing | 第20-21页 |
| 2.4 Marketing in a cross-cultural Environment | 第21-22页 |
| 2.5 Relationship Marketing | 第22-24页 |
| 2.6 Chinese Values and Characteristics of the Chinese Business Culture | 第24-28页 |
| 2.6.1 Guānxì | 第24-26页 |
| 2.6.2 Zhōngjièrén (Middleman) | 第26页 |
| 2.6.3 Sh hu“d$ngj’ (social status) | 第26-27页 |
| 2.6.4 R?nj“h?xi? (interpersonal harmony) | 第27-28页 |
| Chapter 3 Company profile | 第28-37页 |
| 3.1 Vision | 第30页 |
| 3.2 Mission | 第30页 |
| 3.3 Competitive Advantage & Product Differentiation | 第30-32页 |
| 3.4 Product Diversification | 第32-33页 |
| 3.5 Competitive Landscape & Rivalry | 第33-37页 |
| Chapter 4 Environmental Analysis | 第37-46页 |
| 4.1 Political Analysis | 第38-39页 |
| 4.2 Economic Analysis | 第39-42页 |
| 4.3 Social Analysis | 第42-43页 |
| 4.4 Technological Analysis | 第43-46页 |
| Chapter 5 Marketing analysis | 第46-58页 |
| 5.1 Intercultural Consulting Industry in China | 第46-47页 |
| 5.2 Demand Conditions D Who is the Customer | 第47-52页 |
| 5.3 Forecast and expected Results 2014 | 第52-53页 |
| 5.4 The Needs of the Chinese Customers | 第53-54页 |
| 5.5 Critical Success Factors | 第54-56页 |
| 5.6 SWOT | 第56-58页 |
| Chapter 6 Marketing Strategy | 第58-78页 |
| 6.1 Product Positioning (Product) | 第59-60页 |
| 6.2 Pricing Strategy (Pricing) | 第60-61页 |
| 6.3 Product Placement (Place) | 第61-62页 |
| 6.4 Relationship Marketing in the Context of Gu"nx“(Promotion) | 第62-74页 |
| 6.4.1 Personal Selling & Sales Promotion | 第66-67页 |
| 6.4.2 Relationship Building with Universities | 第67-68页 |
| 6.4.3 Government Gu"nx“ | 第68-69页 |
| 6.4.4 Cooperation with Chambers of Commerce | 第69-70页 |
| 6.4.5 E-marketing: Social Networks & Local Media | 第70-73页 |
| 6.4.6 Event Marketing | 第73-74页 |
| 6.5 Customer Service Training (People) | 第74-75页 |
| 6.6 Product Adjustment (Process) | 第75-76页 |
| 6.7 Physical Evidence of Intercultural Consulting (Physical Evidence) | 第76-78页 |
| Chapter 7 Overview Marketing Measures: Priority sequence, Milestones, and ?Customer Life Cycle | 第78-81页 |
| Chapter 8 Conclusion | 第81-84页 |
| REFERENCES | 第84-88页 |
| APPENDIX | 第88-109页 |
| ACKNOWLEDGEMENTS | 第109-110页 |
| THESIS PUBLISHED DURING COURSE OF MBA STUDY | 第110页 |
