| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Ⅰ. Preface | 第10-19页 |
| ·Research Background | 第10-15页 |
| ·Research Condition and Objective | 第15-18页 |
| ·Research Limitations | 第18-19页 |
| Ⅱ. Theories and Literature Review | 第19-25页 |
| ·Retailing theories | 第19-20页 |
| ·Point-of Purchase theories | 第20页 |
| ·Data Analysis | 第20页 |
| ·Market forces theories and Economics | 第20-21页 |
| ·Change management theories | 第21页 |
| ·Definitions related to the research | 第21-23页 |
| ·Branding | 第23-25页 |
| Ⅲ. Research Methodology | 第25-28页 |
| ·Hypothesis: Multiple Perspectives Framework | 第25-26页 |
| ·Primary Research as a Focus | 第26页 |
| ·How to apply this study | 第26-28页 |
| Ⅳ. The Point-of-Sales Advertising Market | 第28-46页 |
| ·Historical Development of Point-of Sales Advertising Market | 第28页 |
| ·The Chinese Retailing Industry | 第28-34页 |
| ·Retailing Mix | 第34-36页 |
| ·The Main Retailers in China's Market | 第36-44页 |
| ·China Retailing Market Vs the World Market | 第44-46页 |
| Ⅴ. Tier Cities Development in China-Retailing Sources | 第46-52页 |
| ·What are the Chinese Tier Cities? | 第46-48页 |
| ·Insights in the Tier Cities | 第48-49页 |
| ·Tier 2 and Tier 3 Cities:New Retailing Sources of Growth | 第49-52页 |
| Ⅵ. Main Findings And Discussions | 第52-83页 |
| ·Consumer lifestyle | 第52-53页 |
| ·Satisfaction towards life | 第53-54页 |
| ·An opportunity for branding | 第54-58页 |
| ·Implications-1 | 第58-60页 |
| ·Attitudes towards brands & advertising | 第60-61页 |
| ·Attitudes towards the foreign | 第61-63页 |
| ·Influences on purchase decision 1 | 第63-64页 |
| ·Influences on purchase decision 2 | 第64-65页 |
| ·Influence of the Little Emperors | 第65-67页 |
| ·Implications-2 | 第67-74页 |
| ·Implications-3 | 第74-75页 |
| ·Analyze the environment | 第75-83页 |
| Ⅶ. POS Advertising Practice in the Chinese Market | 第83-98页 |
| ·What is the POPAI? | 第83-84页 |
| ·Why do we study in-store behaviours? | 第84页 |
| ·Illustration | 第84-87页 |
| ·Data integration | 第87-90页 |
| ·Shoppers new trends | 第90-95页 |
| ·FMCG | 第95页 |
| ·How to measure the ROI of a POS Advertising? | 第95-96页 |
| ·Eye-tracking | 第96页 |
| ·Main Trends | 第96-98页 |
| Ⅷ.Conclusion | 第98-101页 |
| References | 第101-103页 |
| Acknowledgements | 第103-105页 |
| 卷内备考表 | 第105页 |
