| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第7-17页 |
| Chapter 1 Introduction | 第17-21页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Research ideas and methods | 第18-19页 |
| 1.3 Research significance | 第19页 |
| 1.4 Research structure | 第19-21页 |
| Chapter 2 Literature Review | 第21-28页 |
| 2.1 Definition | 第21-22页 |
| 2.1.1 Marketing channel | 第21页 |
| 2.1.2 Channel Management | 第21-22页 |
| 2.2 Content of research on marketing channel management | 第22-24页 |
| 2.2.1 Function of marketing channel | 第22页 |
| 2.2.3 Selection of marketing channel members | 第22-23页 |
| 2.2.4 Marketing channel conflict and cooperation | 第23页 |
| 2.2.5 Management of commodities fleeing | 第23页 |
| 2.2.6 Performance evaluation of marketing channel | 第23-24页 |
| 2.3 Domestic and foreign literature review on channel management | 第24-25页 |
| 2.4 Review of other relevant theories | 第25-28页 |
| Chapter 3 Case Study | 第28-37页 |
| 3.1 M Company Profile | 第28-29页 |
| 3.2 Present situation of AC business | 第29-33页 |
| 3.3 M company’s marketing of AC business in American market | 第33-34页 |
| 3.4 Difficulties of M company’s AC marketing as a brand owner in American market | 第34-37页 |
| Chapter 4 Analysis on M company's opportunity of marketing private brand products in the American household air conditioning market | 第37-44页 |
| 4.1 The development trend and competition pattern of American household AC market | 第37-38页 |
| 4.2 Features of consumer demand in American AC market | 第38-41页 |
| 4.3 Main brands and strategies to compete in the American AC market | 第41-42页 |
| 4.4 M company's opportunities and challenges for marketing its private branded products in the American AC market | 第42-44页 |
| 4.4.1 The threat of increased tariffs | 第42页 |
| 4.4.2 The threat of anti-dumping and anti-subsidy | 第42-43页 |
| 4.4.3 Opportunities and threats of concentrated sales channels | 第43页 |
| 4.4.4 Opportunities and threats of concentrated brands | 第43页 |
| 4.4.5 The threat of an unconditional return clause | 第43-44页 |
| Chapter 5 M company's market positioning and channel strategy of its private brand in the American AC market | 第44-54页 |
| 5.1 M company's market positioning of its private brand products in the American AC market | 第44-45页 |
| 5.2 M company's business strategy for brand products in the U.S. AC market | 第45-50页 |
| 5.2.1 Strategic alliance strategy | 第45-47页 |
| 5.2.2 Localization strategy | 第47-50页 |
| 5.3 marketing strategy | 第50-54页 |
| 5.3.1 Advertising strategy | 第50-51页 |
| 5.3.2 Brand positioning strategy | 第51-52页 |
| 5.3.3 After-sales service strategy | 第52-54页 |
| Chapter 6 The implementation of product channel strategy of M Company’s private brands in American air conditioner market | 第54-68页 |
| 6.1 The establishment of retail business channel | 第54-58页 |
| 6.1.1 The features and competition relation of American distribution channels | 第54-57页 |
| 6.1.2 Channel development trend and corresponding strategy | 第57-58页 |
| 6.2 Long-term development of private brands | 第58-60页 |
| 6.3 The accelerated expansion of logistics system | 第60-61页 |
| 6.4 The upgrading of after-sales system | 第61-62页 |
| 6.5 The conversion of diversified business modes | 第62-65页 |
| 6.5.1 Strategic alliance with local U.S. brands | 第62-63页 |
| 6.5.2 Analysis on foreign investment environment | 第63-64页 |
| 6.5.3 Difficulties and risk prevention operation | 第64-65页 |
| 6.6 Systematic reserve of human resource | 第65-66页 |
| 6.7 Horizontal integration of IT system | 第66-68页 |
| Chapter 7 Conclusions | 第68-70页 |
| 7.1 Research summary | 第68-69页 |
| 7.2 Research innovations, shortages, and expectations | 第69-70页 |
| REFERENCE | 第70页 |
