| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-18页 |
| Chapter 1 Introduction | 第18-23页 |
| 1.1 Research background and Significance | 第18-20页 |
| 1.1.1 Background | 第18-19页 |
| 1.1.2 Significance | 第19-20页 |
| 1.2 Research ideas and Frameworks | 第20-21页 |
| 1.3 Research Methodology | 第21-22页 |
| 1.4 Innovation and Deficiency | 第22-23页 |
| Chapter 2 Literature Review and Theoretical Analysis | 第23-31页 |
| 2.1 Definition of marketing channels | 第23页 |
| 2.2 Research on Marketing Channels | 第23-24页 |
| 2.3 Related Theory of Export Marketing Channel | 第24-28页 |
| 2.3.1 The meaning of export marketing | 第24-25页 |
| 2.3.2 Relationship between export marketing and domestic marketing | 第25-26页 |
| 2.3.3 Transaction cost theory | 第26页 |
| 2.3.4 Environment Theory | 第26-27页 |
| 2.3.5 Conflict Theory | 第27页 |
| 2.3.6 Strategic Alliance Theory | 第27页 |
| 2.3.7 Theory of Consumer Revolution | 第27-28页 |
| 2.4 Export Marketing Channel Content | 第28-31页 |
| 2.4.1 The structure of export marketing channels | 第28页 |
| 2.4.2 Export marketing Channel Model | 第28-29页 |
| 2.4.3 The Function of Export Marketing Channel | 第29-30页 |
| 2.4.4 Classification of international marketing channels for Chinese export enterprises | 第30页 |
| 2.4.5 China's export marketing channels design and optimization | 第30-31页 |
| Chapter 3 Problems on Company F | 第31-38页 |
| 3.1 Development History | 第31-32页 |
| 3.2 Organizational Structure | 第32页 |
| 3.3 Problems of Company F | 第32-38页 |
| 3.3.1 Review Export Marketing Department Development | 第32-33页 |
| 3.3.2 The problems Description | 第33-38页 |
| Chapter 4 Case Study on Export Market Channels of Company F | 第38-53页 |
| 4.1 Analysis on the Current Situation of Export Marketing Channels | 第38-42页 |
| 4.1.1Current export marketing channels profile | 第38-39页 |
| 4.1.2 Main Structure of export marketing channels on Company F | 第39页 |
| 4.1.3 SWOT Analysis of Export Marketing Channels Management on Company F | 第39-42页 |
| 4.2 Target market customer demand and competition analysis on Company F | 第42-44页 |
| 4.2.1 Target market and customer demand analysis | 第42-44页 |
| 4.2.2 Competition analysis of target markets | 第44页 |
| 4.3 Existing Problem in the oversea marketing channels in Company F | 第44-51页 |
| 4.3.1The problem of channel structure | 第44-47页 |
| 4.3.2 The Problem of channels conflict | 第47-48页 |
| 4.3.3 Imperfect Channel Response Mechanism | 第48-49页 |
| 4.3.4 Problems of Export Marketing Channels Function | 第49页 |
| 4.3.5 High cost problem for Export marketing channels | 第49-50页 |
| 4.3.6 Lack of human resources and enough talents | 第50-51页 |
| 4.4 Company F?s export trading channel problems analysis | 第51-53页 |
| 4.4.1 Difficulties for the traditional export trading channel transformation | 第51页 |
| 4.4.2 Shortage of talents | 第51-52页 |
| 4.4.3 Conflict between the maximization profits pursuit of all channel members and the limited market capacity | 第52页 |
| 4.4.4 Lack of scientific and reasonable marketing concept | 第52-53页 |
| Chapter 5 Optimization of export marketing channels of Company F | 第53-75页 |
| 5.1 Objective and Principle of Company F in export marketing channels optimization | 第53-56页 |
| 5.1.1 Objective of Company F export marketing channels optimization | 第53-54页 |
| 5.1.2 Principle of export marketing channels optimization in Company F | 第54-56页 |
| 5.2 Optimization of export marketing channel mode in Company F | 第56-61页 |
| 5.2.1 Channel flattening | 第57-58页 |
| 5.2.2 Channel structure optimization under subdivision Industry | 第58-59页 |
| 5.2.3 Establishment of strategic partnership alliance | 第59-60页 |
| 5.2.4 Reverse construction of export channel mode | 第60-61页 |
| 5.3 Optimization of export marketing channel system on Company F | 第61-68页 |
| 5.3.1 Systematic thinking of channels construction | 第61-62页 |
| 5.3.2 Controllable price system | 第62-63页 |
| 5.3.3 Product line system optimization | 第63-64页 |
| 5.3.4 Brand management optimization | 第64-65页 |
| 5.3.5 Channel relationship optimization | 第65-66页 |
| 5.3.6 Channel function system design | 第66-67页 |
| 5.3.7 Incentive channel system optimization | 第67-68页 |
| 5.4 Feasibility analysis of channel optimization measures | 第68-71页 |
| 5.5 Promote measure of channels optimization on Company F | 第71-75页 |
| 5.5.1 Channel member preferential choice on Company F | 第71-72页 |
| 5.5.2 Sufficient talent reserves | 第72页 |
| 5.5.3 Channel conflict early precaution of export marketing | 第72-73页 |
| 5.5.4 Timely and effective after-sales service guarantee | 第73-75页 |
| Chapter 6 Conclusions & Expectation | 第75-77页 |
| REFERENCE | 第77-78页 |
