| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Ⅰ Introduction | 第10-15页 |
| ·Preliminary remarks | 第10-11页 |
| ·Research and Research Plain | 第11页 |
| ·Research Approach and Methodology | 第11-13页 |
| ·The Luxury Industry | 第13-15页 |
| Ⅱ Relevant Theories and Models | 第15-28页 |
| Ⅱ.1 International Marketing Strategies and Internationalization Process | 第15-17页 |
| Ⅱ.2 Market factors:cultural, political and economic factors | 第17-18页 |
| Ⅱ.3 The consumer's behavior | 第18-20页 |
| Ⅱ.4 Marketing Mix | 第20-23页 |
| Ⅱ.5 Competition Analysis | 第23-25页 |
| Ⅱ.6 SWOT and TOWS Analysis | 第25-28页 |
| Ⅲ Internationalization process and strategies:how to become a GLOBALcompany? | 第28-33页 |
| Ⅲ.1 The choice of the right foreign market | 第29-30页 |
| Ⅲ.2 Internationalization procedures in entering the foreign market:how to choose between standardization and adaptation | 第30-31页 |
| Ⅲ.3 Foreign environment and potential strategies | 第31-33页 |
| Ⅳ How to enter in foreign countries | 第33-41页 |
| Ⅳ.1 The entry through exportation | 第33-37页 |
| Ⅳ.1.1 The indirect exportation | 第33-35页 |
| Ⅳ.1.2 Direct exportation | 第35-37页 |
| Ⅳ.2 The entry through strategic partnerships | 第37-39页 |
| Ⅳ.3 The entry by production plant | 第39-40页 |
| Ⅳ.4 Some conclusive remarks | 第40-41页 |
| Ⅴ Internationalization in emerging market:CHINA | 第41-51页 |
| Ⅴ.1 Threats and Opportunities | 第41-42页 |
| Ⅴ.2 Chinese general context | 第42-44页 |
| Ⅴ.2.1 Political and cultural factors | 第42-43页 |
| Ⅴ.2.2 Chinese economy | 第43-44页 |
| Ⅴ.3 The Fashion Industry in China | 第44-47页 |
| Ⅴ.3.1 The textile and clothing industry | 第44-45页 |
| Ⅴ.3.2 The Chinese consumer | 第45-47页 |
| Ⅴ.4 Internationalization policies in China | 第47-48页 |
| Ⅴ.5 International Trades between Italy and China | 第48-49页 |
| Ⅴ.6 Some conclusive remarks | 第49-51页 |
| Ⅵ Corporate CASE STUDY:the Max Mara's experience in China | 第51-72页 |
| Ⅵ.1 Why Max Mara? | 第51-56页 |
| Ⅵ.1.1 The history and the organizational structure | 第52-53页 |
| Ⅵ.1.2 Products and the positioning strategy | 第53-54页 |
| Ⅵ.1.3 The Retailing Chain | 第54-55页 |
| Ⅵ.1.4 The Strategic thought | 第55-56页 |
| Ⅵ.1.5 The internationalization strategy | 第56页 |
| Ⅵ.2 Max Mara in China | 第56-61页 |
| Ⅵ.3 The Competitors | 第61-62页 |
| Ⅵ.4 SWOT Analysis | 第62-64页 |
| Ⅵ.5 TOWS MATRIX | 第64-65页 |
| Ⅵ.6 Another significant support:the Interview | 第65-70页 |
| Ⅵ.6.1 A brief introduction | 第65页 |
| Ⅵ.6.2 The Interview | 第65-70页 |
| Ⅵ.7 Discussions and analysis | 第70-72页 |
| Ⅷ Conclusion Analysis | 第72-77页 |
| Ⅶ.1 Summary of my research | 第73-74页 |
| Ⅶ.2 Innovations and limitations of my paper | 第74-75页 |
| Ⅶ.3 Potential research topic in the future | 第75-77页 |
| Ⅷ References | 第77-82页 |
| Ⅸ Acknowledgements | 第82-83页 |
| 卷内备考表 | 第83页 |
