| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Chapter 1:Introduction | 第10-18页 |
| 1.1 Research background and significance | 第10-13页 |
| 1.1.1 Background | 第10-11页 |
| 1.1.2 Theoretical Background | 第11-12页 |
| 1.1.3 Research Significance | 第12-13页 |
| 1.2 Content and Methodology | 第13-15页 |
| 1.2.1 Research Content | 第13-14页 |
| 1.2.2 Research Methodology | 第14-15页 |
| 1.3 Purpose | 第15页 |
| 1.4 Research Technology Route | 第15-18页 |
| Chapter 2: Literature Review | 第18-34页 |
| 2.1 Overview of Market Segmentation Theory | 第18-24页 |
| 2.1.1 The Concept of Market Segmentation | 第18页 |
| 2.1.2 The Significance of Market Segmentation | 第18-19页 |
| 2.1.3 Classifications of Market Segments | 第19-20页 |
| 2.1.4 Standards for Market Segmentation | 第20-23页 |
| 2.1.5 Criticisms of Market Segmentation Theory | 第23-24页 |
| 2.2 Overview of Market Positioning Theory | 第24-29页 |
| 2.2.1 The Concept of Market Positioning Theory | 第24页 |
| 2.2.2 The Significance of Market Positioning Theory | 第24-25页 |
| 2.2.3 Market Positioning Theory Strategy | 第25-27页 |
| 2.2.4 The Methodology of Market Positioning Theory | 第27-29页 |
| 2.3 STP Theory | 第29-30页 |
| 2.4 Marketing Theory of the Domestic and Foreign Beer Industry Review | 第30-34页 |
| 2.4.1 Summary of Research Outside of China | 第30-32页 |
| 2.4.2 Summary of Domestic Research within China | 第32-34页 |
| Chapter 3:The Developing Trend within the Beer Industry towards Craft Beer | 第34-44页 |
| 3.1 Globally Developing Trends of the Beer Industry | 第34-36页 |
| 3.1.1 Broad History of Beer | 第34页 |
| 3.1.2 Global Beer Sales | 第34-36页 |
| 3.2 Development of the Chinese Beer Industry | 第36-40页 |
| 3.2.1 Chinese Beer Sales | 第36-38页 |
| 3.2.2 Weaknesses and Opportunities within the Chinese Beer Industry | 第38-40页 |
| 3.3 Introduction of Craft Beer | 第40-44页 |
| 3.3.1 Definition of Craft Beer | 第40页 |
| 3.3.2 Causes of the Rapid Development of Craft Beer | 第40-41页 |
| 3.3.3 Position of Craft Beer in China | 第41-44页 |
| Chapter 4:Introduction of Calvin Beer Company and Questionnaire Design | 第44-58页 |
| 4.1 Calvin Beer Company | 第44-48页 |
| 4.1.1 Introduction of Hefei's Calvin Beer Company | 第44页 |
| 4.1.2 Calvin Beer Company Products | 第44-47页 |
| 4.1.3 Market Segment and Position of Calvin Beer Company | 第47-48页 |
| 4.2 SWOT Analysis of Calvin Beer Company | 第48-51页 |
| 4.2.1 Analysis of Strengths | 第48-49页 |
| 4.2.2 Analysis of Weaknesses | 第49页 |
| 4.2.3 Analysis of Opportunities | 第49-50页 |
| 4.2.4 Analysis of Threats | 第50-51页 |
| 4.3 Analysis of the Market Segmentation and Positioning of Calvin Beer Company | 第51-52页 |
| 4.4 Questionnaire Design | 第52-58页 |
| 4.4.1 Principles of Questionnaire Design | 第52页 |
| 4.4.2 Market Segmentation Questions | 第52-53页 |
| 4.4.3 Positioning Questions | 第53-54页 |
| 4.4.4 Practical Questionnaire Design | 第54-55页 |
| 4.4.5 Questionnaire Distribution Technique | 第55-56页 |
| 4.4.6 Questionnaire Respondent Screening | 第56-58页 |
| Chapter 5: Data Analysis | 第58-94页 |
| 5.1 Reliability Analysis | 第58页 |
| 5.2 Descriptive Analysis of Samples | 第58-66页 |
| 5.2.1 Descriptive Analysis of Sample Population Characteristics | 第58-60页 |
| 5.2.2 Descriptive Analysis of Sample Behavioral Factors | 第60-65页 |
| 5.2.3 Descriptive Analysis of Sample Positioning Results | 第65-66页 |
| 5.3 Descriptive Analysis of Target Customers | 第66-73页 |
| 5.3.1 Descriptive Analysis of Screening Questions | 第66-67页 |
| 5.3.2 Descriptive Analysis of Demographic Characteristics of Target Customer | 第67-69页 |
| 5.3.3 Descriptive Analysis of Behavior Factors of Target Customer | 第69-72页 |
| 5.3.4 Descriptive Analysis of Promotional Preferences of Target Customer | 第72-73页 |
| 5.4 T-test Analysis of Demographic Preference for Beer Consumption | 第73-77页 |
| 5.4.1 T-test Analysis of Beer Consumption Behaviors and Preferences by Gender Component | 第73-75页 |
| 5.4.2 T-test Analysis of Beer Consumption Behaviors and Preferences by Chinese or Foreign Component | 第75-77页 |
| 5.5 Univariate Analysis of Variance of Beer Consumption Behaviors andPreferences of Remaining Demographic Factors | 第77-94页 |
| 5.5.1 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Age Component | 第77-80页 |
| 5.5.2 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Education Component | 第80-82页 |
| 5.5.3 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Income Component | 第82-87页 |
| 5.5.4 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Occupation Component | 第87-90页 |
| 5.5.5 Univariate Analysis of Variance on Beer Consumption Behaviors and Preferences for Marital Status Component | 第90-94页 |
| Chapter 6: Findings and Implications | 第94-104页 |
| 6.1 Findings | 第94-100页 |
| 6.1.1 Conclusions from Analysis of Descriptive Statistics | 第94-96页 |
| 6.1.2 Conclusions from Analysis of Behavioral Statistics | 第96页 |
| 6.1.3 T-test and ANOVA Test Conclusions | 第96-99页 |
| 6.1.4 Conclusions of Empirical Research | 第99-100页 |
| 6.2 Marketing Implications for Calvin Beer Company | 第100-102页 |
| 6.2.1 Weakness of Production Origin Marketing, Strength of American/European Components | 第100页 |
| 6.2.2 Target Environments:Primarily Bars Supplemented by Restaurants | 第100-101页 |
| 6.2.3 Targeting Chinese and Non-Chinese Customers | 第101页 |
| 6.2.4 Promote Beer through Craft Events and Exchanges | 第101页 |
| 6.2.5 Interpretation and Use of Demographic Information | 第101-102页 |
| 6.3 Research Limitations and Future Potential | 第102-104页 |
| 6.3.1 Research Limitations | 第102页 |
| 6.3.2 Future Research Outlook | 第102-104页 |
| Bibliography | 第104-108页 |
| Appendix | 第108-116页 |
| Questionnaire | 第108-113页 |
| Complete Table of T-test and ANOVA Conclusions | 第113-116页 |
| Personal Profile | 第116-118页 |
| Acknowledgement | 第118页 |
