| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-23页 |
| 1. Research Background | 第18-19页 |
| 2. Objectives and Significance of the Research | 第19-20页 |
| 3. Research Methods | 第20-21页 |
| 4. The Structure of Paper | 第21-23页 |
| Chapter Ⅱ Literature Review | 第23-37页 |
| 1. Theories of Marketing Strategy | 第23-30页 |
| 1.1 Marketing Segmentation | 第23-26页 |
| 1.2 Target Market and Positioning | 第26-29页 |
| 1.3 Marketing Mix | 第29-30页 |
| 2. Customer-Based Brand Equity Theory | 第30-32页 |
| 3. Integrated Marketing Communication Theory | 第32-35页 |
| 4. Multi-attribute Model of Attitude | 第35-37页 |
| Chapter Ⅲ Case Description | 第37-40页 |
| 1. Brief Introduction of School S | 第37-38页 |
| 2. Marketing Problems of School S | 第38-40页 |
| 2.1 Ambiguous Market Positioning | 第38页 |
| 2.2 Unattractive Brand Image | 第38-40页 |
| Chapter Ⅳ Case Analysis | 第40-75页 |
| 1. Market Environment of School S in Shenzhen | 第40-46页 |
| 1.1 The Current Situation of Private Primary Education in China | 第40-42页 |
| 1.2 Features of Private Primary Education in Shenzhen | 第42-44页 |
| 1.3 Competition Situation of Private Primary School in Shenzhen | 第44-46页 |
| 2. Educational Demand in Shenzhen | 第46-49页 |
| 3. The Market Segmentation and Targeting of School S in Shenzhen | 第49-57页 |
| 3.1 Administrative Division Segmentation and Targeting | 第49-52页 |
| 3.2 Demographic Segmentation and Targeting | 第52-55页 |
| 3.2.1 School-aged Population Segmentation and Targeting | 第52-54页 |
| 3.2.2 Income Levels Segmentation and Targeting | 第54-55页 |
| 3.2.3 Household Registration Segmentation and Targeting | 第55页 |
| 3.3 School Subjects Segmentation and Targeting | 第55-57页 |
| 4. Competition Analysis of School S in Shenzhen | 第57-64页 |
| 4.1 Major Competitors | 第57-59页 |
| 4.2 SWOT Analysis | 第59-64页 |
| 4.2.1 Strengths of School S | 第59-60页 |
| 4.2.2 Weaknesses of School S | 第60-61页 |
| 4.2.3 External Opportunities of School S | 第61-62页 |
| 4.2.4 External Threats of School S | 第62-64页 |
| 5. Analysis of Brand Positioning and Market Strategy of S | 第64-75页 |
| 5.1 Brand Positioning | 第64-65页 |
| 5.2 Marketing Strategies | 第65-75页 |
| 5.2.1 Product Strategies | 第65-67页 |
| 5.2.2 Pricing Strategies | 第67-68页 |
| 5.2.3 Communication Strategies | 第68-71页 |
| 5.2.4 Employees Strategies | 第71-73页 |
| 5.2.5 Services Strategies | 第73-75页 |
| Chapter Ⅴ Conclusions and Advice | 第75-77页 |
| 1. Major Conclusions and Managerial Implication | 第75-76页 |
| 2. Limitations of the Paper | 第76-77页 |
| REFERENCE | 第77-80页 |
| APPENDIX | 第80-81页 |
