| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-14页 |
| CHAPTER ONE INTRODUCTION | 第14-21页 |
| 1.1 Research Background | 第14-15页 |
| 1.2 Rationale | 第15-17页 |
| 1.3 Research Questions | 第17页 |
| 1.4 Research Methods and Data Collection | 第17-19页 |
| 1.5 Organization of the Thesis | 第19-21页 |
| CHAPTER TWO LITERATURE REVIEW | 第21-33页 |
| 2.1 Mission Statement as a Genre | 第21-27页 |
| 2.1.1 Definition of Mission Statement | 第21-22页 |
| 2.1.2 Fred. R. David's Nine Elements of the Evaluation of MissionStatements | 第22-23页 |
| 2.1.3 The Function of the Mission Statement | 第23-25页 |
| 2.1.4 Previous Studies of Mission Statements Abroad | 第25-26页 |
| 2.1.5 Previous Studies of Mission Statement in China | 第26-27页 |
| 2.2 Genre Analysis | 第27-32页 |
| 2.2.1 The Definition of Genre | 第27-29页 |
| 2.2.2 Genre Analysis Abroad | 第29-31页 |
| 2.2.3 Genre Analysis in China | 第31-32页 |
| 2.3 Brief Summary | 第32-33页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第33-42页 |
| 3.1 John M. Swales’ CARS Model | 第33-34页 |
| 3.2 Bhatia’s Seven-Move Model Analysis of Promotional Genre | 第34-37页 |
| 3.3 Hofstede’s Culture Dimensions Theory | 第37-40页 |
| 3.3.1 Power Distance | 第38页 |
| 3.3.2 Individualism vs. Collectivism | 第38-39页 |
| 3.3.3 Uncertainty Avoidance | 第39页 |
| 3.3.4 Masculinity vs. Feminity | 第39-40页 |
| 3.3.5 Long-term Orientation vs. Short-term Orientation | 第40页 |
| 3.3.6 Indulgence vs. Restraint | 第40页 |
| 3.4 The Analytical Framework of the Research | 第40-42页 |
| CHAPTER FOUR ANALYSIS AND DISCUSSION | 第42-70页 |
| 4.1 Format and Content of Mission Statements of Chinese and AmericanCross-border E-commerce Enterprises | 第42-52页 |
| 4.1.1 Format of Mission Statements of Chinese and American Cross-borderE-commerce Enterprises | 第42-47页 |
| 4.1.2 The Content of Mission Statements of Chinese and AmericanCross-border E-commerce Enterprises | 第47-52页 |
| 4.2 Move Analysis of Mission Statements of Chinese and American Cross-borderE-commerce Enterprises | 第52-68页 |
| 4.2.1 Move Analysis of Mission Statements of Chinese Cross-borderE-commerce Enterprises | 第53-58页 |
| 4.2.2 Move Analysis of Mission Statements of American Cross-borderE-commerce Enterprises | 第58-66页 |
| 4.2.3 The Similarities and Differences in Move Structures Between Mission Statements of Chinese and American Cross-border E-commerce Enterprises | 第66-68页 |
| 4.3 The Implication on Mission Statement Writing | 第68-70页 |
| CHAPTER FIVE CONCLUDING REMARKS | 第70-74页 |
| 5.1 Major Findings | 第70-72页 |
| 5.2 Implications | 第72页 |
| 5.3 Limitations and Suggestions | 第72-74页 |
| REFERENCES | 第74-81页 |
| APPENDICES | 第81-116页 |
| Appendix A Mission Statements of Chinese Cross-border E-commerce Enterprises | 第81-93页 |
| Appendix B Mission Statements of American Cross-border E-commerce Enterprises | 第93-116页 |
| 在学期间发表论文清单 | 第116页 |
