| ACKNOWLEDGEMENT | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-17页 |
| Chapter I Introduction | 第17-21页 |
| 1 Research Background | 第17页 |
| 2 Research Purpose | 第17-18页 |
| 3 Significance of the Research | 第18-19页 |
| 4 Research Methodology | 第19页 |
| 5 Organization of the Research | 第19-21页 |
| Chapter II Literature Review | 第21-36页 |
| 1 Clarification of Some Key Concepts | 第21-22页 |
| 2 Previous Literature on Marketing and Third Party Logistics | 第22-29页 |
| 2.1 Previous Foreign Literature on Marketing and Third Party Logistics | 第22-26页 |
| 2.2 Previous Domestic Literature on Marketing and Third Party Logistics | 第26-29页 |
| 3 Relevant Marketing Theories on Third Party Logistics | 第29-34页 |
| 3.1 STP Marketing Theory | 第29页 |
| 3.2 7Ps Marketing Theory | 第29-32页 |
| 3.3 Integrated Marketing Communication Theory | 第32-34页 |
| 4 Relevant Analytical Tools | 第34-35页 |
| 4.1 SWOT | 第34-35页 |
| 5 Summary | 第35-36页 |
| Chapter III Case Description | 第36-40页 |
| 1 Company Profile | 第36页 |
| 2 Development Challenges | 第36-39页 |
| 2.1 Internal Marketing Problem | 第36-37页 |
| 2.2 Marketing and Business Problems | 第37-38页 |
| 2.3 Product Development and Internal Coordination Mechanism Problems | 第38-39页 |
| 3 Summary | 第39-40页 |
| Chapter IV Case Analysis | 第40-60页 |
| 1 Industrial Analyses of Third Party Logistics | 第40-48页 |
| 1.1 Analysis of Domestic Logistics Environment | 第40-43页 |
| 1.2 Analysis of Logistics Value Chain | 第43-45页 |
| 1.3 Analysis of Logistics Enterprise Categorization and Development Status | 第45-46页 |
| 1.4 Analysis of Logistics Market Scale and Profitability | 第46-48页 |
| 2 SWOT Analyses of Y Company | 第48-53页 |
| 2.1 Strength Analysis | 第48-49页 |
| 2.2 Weakness Analysis | 第49-50页 |
| 2.3 Opportunity Analysis | 第50-52页 |
| 2.4 Threat Analysis | 第52-53页 |
| 3 STP Analyses of Y Company | 第53-59页 |
| 3.1 Segmentation Analysis | 第54-55页 |
| 3.2 Targeting Analysis | 第55-57页 |
| 3.3 Market Positioning Analysis | 第57-59页 |
| 4 Summary | 第59-60页 |
| Chapter V Suggestions of Marketing Strategies Formulation for Y Company | 第60-72页 |
| 1 Reasonable Marketing Positioning of Y Company | 第60-63页 |
| 1.1 Selection of the Right Target Market | 第60页 |
| 1.2 Targeting of the Right Customers | 第60-61页 |
| 1.3 Identification of the Right Product Portfolios | 第61-63页 |
| 2 Marketing Strategy Options for Y Company | 第63-66页 |
| 2.1 Establishment of Competitive Advantage Based on Product Strategy | 第63-64页 |
| 2.2 Enhancement of Logistics Demands Based on Pricing Strategy | 第64页 |
| 2.3 Optimization of Customer Structure Based on Promotion Strategy | 第64-65页 |
| 2.4 Enhancement of Operation Effectiveness Based on Distribution Channel Strategy | 第65-66页 |
| 3 Marketing Strategies Propositions for Y Company | 第66-72页 |
| 3.1 Marketing Based on Brand Advantage of Regular Ship | 第66-67页 |
| 3.2 Marketing Based on Information Technology | 第67-68页 |
| 3.3 Marketing Based on Relationship Marketing Pattern | 第68-69页 |
| 3.4 Marketing Based on the Transition to Comprehensive Logistics Product | 第69-70页 |
| 3.5 Marketing Based on the Improvement of Marketing Networks | 第70页 |
| 3.6 Marketing Based on the Improvement of Service Awareness and Quality | 第70-72页 |
| Chapter VI Conclusion and Implications | 第72-74页 |
| 1 Conclusion | 第72页 |
| 2 Implications | 第72-74页 |
| REFERENCE | 第74-75页 |
