| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 中文摘要 | 第6-17页 |
| CHAPTER I INTRODUCTION | 第17-20页 |
| 1 Introduction | 第17-20页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Research Objective | 第18-19页 |
| 1.3 Research Significance | 第19页 |
| 1.4 Research Methodology | 第19-20页 |
| CHAPTER II LITERRATURE REVIEW | 第20-29页 |
| 2 Literature Review | 第20-29页 |
| 2.1 Main concept | 第20-24页 |
| 2.2 Main theories and relevant literature | 第24-27页 |
| 2.3 Analytical tools | 第27-29页 |
| CHAPTER III CASE DESCRIPTION | 第29-40页 |
| 3 Case Description | 第29-40页 |
| 3.1 General Situation of Textile & Garment Industry | 第29-33页 |
| 3.1.1. Situation of the world’s market | 第29-30页 |
| 3.1.2 Difficult Situations in Domestic Market | 第30-33页 |
| 3.2 General Introduction of Swimwear sales market | 第33-34页 |
| 3.3 W company’s case | 第34-38页 |
| 3.3.1 History of its Swimwear Business | 第34页 |
| 3.3.2 Development of Swimwear business | 第34-35页 |
| 3.3.3 R&D and Product line | 第35-36页 |
| 3.3.4 Customer overview from 2008 to 2014 | 第36-37页 |
| 3.3.5 Order Situation & Operation | 第37-38页 |
| 3.4 Problem facing on the sales of Europe market | 第38-40页 |
| 3.4.1 Problems on Products: | 第38页 |
| 3.4.2 Problems on Pricing | 第38页 |
| 3.4.3 Problems on Place & Channel | 第38页 |
| 3.4.4 Problems on Promotion | 第38-40页 |
| CHAPTER IV CASE ANALYSES | 第40-66页 |
| 4 Case Analyses based on 4Ps Strategy | 第40-66页 |
| 4.1 Analyses on the Product Strategy | 第40-46页 |
| 4.1.1 Core Value of the Swimwear | 第40-42页 |
| 4.1.2 Product Design | 第42-43页 |
| 4.1.3 Product & Service Differentiation | 第43-45页 |
| 4.1.4 Analyses on the Product line | 第45-46页 |
| 4.2 Analyses on the Price strategy | 第46-52页 |
| 4.2.1 Pricing environment | 第46-47页 |
| 4.2.2 Difficulties on Pricing | 第47-49页 |
| 4.2.3 Analyses on How to Set the Price | 第49-51页 |
| 4.2.4 Adapting price & Response to Price change | 第51-52页 |
| 4.3 Analyses on the Place strategy | 第52-59页 |
| 4.3.1 Importance of Marketing channel strategy | 第52页 |
| 4.3.2 Optimization on Value Network | 第52-54页 |
| 4.3.3 Channel Levels | 第54-56页 |
| 4.3.4 Main Sales Place and Channel in Europe | 第56-59页 |
| 4.4 Analyses on the Promotion Strategy | 第59-66页 |
| 4.4.1 Promotion way of W company | 第59页 |
| 4.4.2 Marketing Communication Environment and Mix | 第59-60页 |
| 4.4.3 Attention on Advertising & Promotion | 第60-61页 |
| 4.4.4 Marketing Management | 第61-66页 |
| CHAPTER V RECOMMENDED PROPOSAL | 第66-75页 |
| 5 Recommended Proposals | 第66-75页 |
| 5.1 Recommended Product strategy | 第66-68页 |
| 5.1.1 Improve on Product Workmanship & Quality | 第66-67页 |
| 5.1.2 Strategy on Product Design to Different Countries | 第67-68页 |
| 5.1.3 Design team Upgrade | 第68页 |
| 5.2 Recommended Price strategy | 第68-70页 |
| 5.2.1 Stick to Higher Quality and Better Cost | 第68-69页 |
| 5.2.2 Regain Discretion on Pricing | 第69-70页 |
| 5.3 Recommended Marketing Place & Channel strategy | 第70-71页 |
| 5.3.1 Analyses on Retailer, Private label holder & Importer | 第70页 |
| 5.3.2 Integration & Optimization of Supply chain | 第70-71页 |
| 5.3.3 Self-Distribution system for Brand business | 第71页 |
| 5.4 Recommended Promotion strategy | 第71-75页 |
| 5.4.1 Application of Internet | 第71-72页 |
| 5.4.2 Improve on Direct Marketing | 第72-73页 |
| 5.4.3 Manage Sales Force | 第73-75页 |
| CHAPTER VI CONCLUSION | 第75-78页 |
| 6 Conclusion | 第75-78页 |
| 6.1 Question Summary and Conclusion | 第75-77页 |
| 6.2 New research content and propose | 第77-78页 |
| REFERENCE | 第78页 |
