| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| 1 Introduction | 第18-24页 |
| 1.1 Research Background | 第18-19页 |
| 1.2 Research Significance | 第19-21页 |
| 1.2.1 Practice Significance | 第19-20页 |
| 1.2.2 Theoretical Significance | 第20-21页 |
| 1.3 Research Objectives | 第21-22页 |
| 1.4 Research Methods | 第22-24页 |
| 1.4.1 Case Study | 第22-23页 |
| 1.4.2 Literature Study | 第23-24页 |
| 2 Literature Review | 第24-35页 |
| 2.1 Research Status on E-commerce Market | 第24-26页 |
| 2.2 Research Status on Consumer Buying Behaviour in E-commerce Market | 第26-28页 |
| 2.3 Research Status on Brand Building | 第28-29页 |
| 2.4 Research Status on Positioning | 第29-31页 |
| 2.5 Analysis Tools | 第31-34页 |
| 2.5.1 Michael Porter’s Five Forces Model | 第31-32页 |
| 2.5.2 The Theory of 4Ps | 第32-34页 |
| 2.6 Summary | 第34-35页 |
| 3 The Background of SW Trading Company | 第35-52页 |
| 3.1 The Development of E-Commerce Market | 第35-44页 |
| 3.1.1 Comparison Between Traditional Export and E-Commerce Market | 第36-39页 |
| 3.1.2 The Opportunities and Features of E-Commerce Market | 第39-41页 |
| 3.1.3 The Competition Environment of B2C E-Commerce Market | 第41-44页 |
| 3.2 SW Trading Company in E-Commerce Market | 第44-49页 |
| 3.2.1 The Business Background of SW Trading Company | 第44-46页 |
| 3.2.2 The Branding Strategy of SW Trading Company | 第46-48页 |
| 3.2.3 Line Extension | 第48-49页 |
| 3.3 Problems with SW Trading Company | 第49-51页 |
| 3.3.1 The Inventory Turnover Ratio Goes Down | 第49-50页 |
| 3.3.2 The Gross Profit Ratio Goes Down | 第50-51页 |
| 3.4 Summary | 第51-52页 |
| 4 Analysis about the Strategy of SW Trading Company | 第52-73页 |
| 4.1 The Strategy of SW Trading Company | 第52-56页 |
| 4.1.1 Threat of New Entrants | 第52-53页 |
| 4.1.2 Threat of Substitute Products | 第53页 |
| 4.1.3 The Bargaining Power of Customers | 第53-54页 |
| 4.1.4 The Bargaining Power of Suppliers | 第54页 |
| 4.1.5 Existing Competitors | 第54-55页 |
| 4.1.6 The Conclusion of Analysis | 第55-56页 |
| 4.2 Analysis about the Positioning of Shark | 第56-72页 |
| 4.2.1 The Purposed Target Market and Positioning of Shark Watch | 第57-58页 |
| 4.2.2 The Market Segment of Shark Watch | 第58-59页 |
| 4.2.3 The Positioning of Shark | 第59-60页 |
| 4.2.4 Analysis about the Expansion of SKU | 第60-64页 |
| 4.2.5 Line Extension in E-Commerce Market | 第64-67页 |
| 4.2.6 Analysis about the Changes of Positioning | 第67-72页 |
| 4.3 Summary | 第72-73页 |
| 5 Repositioning the Shark | 第73-85页 |
| 5.1 The Strategy of Repositioning | 第73-79页 |
| 5.1.1 Competitors in E-Commerce Market | 第73-74页 |
| 5.1.2 Choosing the Target Market Segment | 第74-76页 |
| 5.1.3 Repositioning | 第76-79页 |
| 5.2 The Marketing Mix Based on the Positioning | 第79-84页 |
| 5.2.1 The Price Strategy | 第80页 |
| 5.2.2 The Product Strategy | 第80页 |
| 5.2.3 The Place Strategy | 第80-81页 |
| 5.2.4 The Promotion Strategy | 第81-82页 |
| 5.2.5 The Implementation of the Repositioning | 第82-84页 |
| 5.3 Summary | 第84-85页 |
| 6 Conclusion and Prospects | 第85-87页 |
| 6.1 Conclusion | 第85-86页 |
| 6.1.1 Knowing Customers | 第85页 |
| 6.1.2 Focusing on Positioning | 第85-86页 |
| 6.1.3 Growing with Internet | 第86页 |
| 6.2 Limitations and Prospects | 第86-87页 |
| REFERENCE | 第87-90页 |
| APPENDIX | 第90-93页 |
