| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第7-16页 |
| Chapter 1 Introduction | 第16-20页 |
| 1.1 Research Background | 第16-17页 |
| 1.2 Research Objectives and Significance | 第17-18页 |
| 1.3 Research Methods | 第18-19页 |
| 1.3.1 Case Study | 第18页 |
| 1.3.2 Literature Study | 第18页 |
| 1.3.3 Questionnaire survey | 第18-19页 |
| 1.4 Research Content and Structure | 第19-20页 |
| Chapter 2 Literature Review | 第20-36页 |
| 2.1 Theory of Value Chain | 第20-23页 |
| 2.1.1 The Definition of Value Chain | 第20-22页 |
| 2.1.2 Customer Value Creation Based on Theory of Value Chain | 第22-23页 |
| 2.2 Localization Strategy of Multinational Corporations | 第23-28页 |
| 2.2.1 Global Standardization and Localization | 第23-25页 |
| 2.2.2 The Main Characteristics of Localization Strategy | 第25-28页 |
| 2.3 Marketing Strategy Planning | 第28-32页 |
| 2.3.1 Market Segmentation and Selection of Target Market | 第28-29页 |
| 2.3.2 Brand Positioning and Marketing Communication Strategy | 第29-32页 |
| 2.4 Theory of Distribution Channel Conflicts | 第32-36页 |
| 2.4.1 Types of Distribution Channel Conflicts | 第32-33页 |
| 2.4.2 FMCG Channel Conflict Management | 第33-36页 |
| Chapter 3 Case Description | 第36-44页 |
| 3.1 An Introduction of K | 第36-39页 |
| 3.1.1 Operational Scope and Target Market of K | 第36-38页 |
| 3.1.2 The Localization Process of K in China | 第38-39页 |
| 3.2 Major Products and Brands of K in the Chinese Market | 第39-40页 |
| 3.3 The Problems of Female Hygiene Products Confronted by K in China | 第40-44页 |
| 3.3.1 Low Market Share of K’s Female Hygiene Products | 第40页 |
| 3.3.2 Conflicts of Kotex Marketing Channel | 第40-43页 |
| 3.3.3 Kotex without a High Awareness | 第43-44页 |
| Chapter 4 Case Analysis | 第44-65页 |
| 4.1 The Situation of Development in Feminine Hygiene industry | 第44-53页 |
| 4.1.1 The Size and Potential of Feminine Hygiene Industry Market | 第44-45页 |
| 4.1.2 Situation of Brand Competition in Feminine Hygiene Industry | 第45-48页 |
| 4.1.3 Analysis on Marketing Channel of Kotex | 第48-53页 |
| 4.2 Analysis on Demands of Kotex of Female Customers | 第53-60页 |
| 4.2.1 Questionnaire and Analysis | 第54-59页 |
| 4.2.2 The decision-making factors affecting women buying feminine hygieneproducts | 第59-60页 |
| 4.3 SWOT Analysis OF K’s Products | 第60-62页 |
| 4.4 Channel Goal of Kotex | 第62-65页 |
| 4.4.1 Features & Customers’ Buying Habit of Kotex | 第62-63页 |
| 4.4.2 Co-existence of Various Marketing Channels | 第63-65页 |
| Chapter 5 Solution of Market Channel Problem of Kotex | 第65-71页 |
| 5.1 Strengthening the Construction of E-Commerce Channel | 第65页 |
| 5.2 Establishing Market Channel in Value Chain | 第65-69页 |
| 5.3 Diversifying the Marketing Communication and Improving Exposure and Awareness | 第69-71页 |
| Chapter 6 Conclusion and Limitation | 第71-72页 |
| REFERENCES | 第72-75页 |
| APPENDIX | 第75-76页 |
