Health is among the most basic needs of the people and driving force of social and economic development. The health nutrition & wellness industry is gradually becoming a global sunrise industry . However, the industry is faced many problems and challenges including weaknesses in the industry structure, fragmentations of supply chain, low

efficiency in resources allocation, and lacking in quality on personnel training. To achieve core competitiveness and value creation, it is important that the health nutrition & wellness industry must meet the needs of Chinese market and its customers with a customer centric perspective to design a firm’s organization strucrture and management processes. This thesis is based on an analysis of the competitive landscape faced by the nutrition & wellness industry as exemplified by By-Health.Ltd. The investigation begins with an analysis and synthsis of the common industry practices on sales & distribution channels for their underlying similarities and differences in product strategies, branding strategies, and agency models on incentive design and profit sharing mechanisms. Through an empirical survey, this thesis also investigate customer’s demand for nutritious and healthy products. The results through factor analysis reveal that such demands are driven by individual factor, product factor, enterprise factor and environmental factor. The study concludes with a proposed framework to link customer value through three innovative designs in sales and distribution: community marketing model, sharing marketing model and Internet factory marketing model.

Due to the booming young mothers and fathers in the new era as well as the changes in the concept of parenting and the favorable liberalization of China's second child policy, the maternal-baby nursing market continues to grow, and it has become a must for businesses nowadays. In 2020, the size of the maternal-baby nursing market will reach 3.6 trillion. (Data: Yibang Power China's Maternal and Child Industry White Paper 2017).

The rapid development of mobile Internet, highly transparent information, consumers grasp the sovereignty, along with the rise of the middle class, consumption increase encouraged personalized, customized needs. The boundaries between online and offline are becoming increasingly blurred. Consumers are more inclined to choose multi-category with service channel providers. If the retailers still rely on good market resources, and the difference between the sales and purchase of commodities, they will face a huge challenge of the decrease in passenger flow and a decline in performance.

The paper takes the relationship between maternal-baby nursing retailers and targets customers as the study object, based on customer service of maternal-baby nursing retailer data, empirical studies, we found that this particular group, mothers and babies, especially value safety, quality, public praise and community review. If the retail enterprise attaches importance to establishing relationships with customers and enhances the relational viscosity through mutual trust, emotional formation and spread of public praise, it will help to increase the traffic volume and increase the output value of single customers.

The maternal-baby nursing retailers form a strong relationship between enterprises and customers by establishing a strong relationship between products and customers, employees and customers, and customers to customers. Maternal-baby nursing retailers operate single-customer value deeply, build a heavy membership system and manage customer assets, thereby enhancing their brand and performance.

The research on the method of establishing the strong tie can be considered as an analysis of feasibility. The research results of this paper will help to improve the overall customer service experience and satisfaction of the mother and infant retail industry, enhance the development of the whole industry and draw significance lessons from other service industries.

It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy.

The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes.

In the last two years, China’s booming of Internet Finance Platform made significant impacts on three dimensions. Compared with the conventional market, Internet Finance is asserted to open a revolutionary pathway of lending where by small and mid-sized companies may overcome the financing dilemma on credit accessibility and high cost. In other words, Internet Finance is hyped to be able to reduce information asymmetry, enhance allocation efficiency of resources, and promote product and process innovations for the financial institutions. However, the core essence of Internet Finance rests on risk assessment and control – a fundamental element applies to all forms of financing. Most current practice of internet finance on risk assessment and control remains unchanged from the mindset of traditional banking practices for small and medium sized firms. Hence, the same problems persisted and may only become even worse under the internet finance platform if no innovations take place.

In this thesis, the author proposed and tested a credit risk assessment model using data analytics techniques through an in-depth cases study with actual transaction data. Specifically, based on the 30,000 observations collected from actual transactional data from small and medium size firms of China’s home furnishing industry. The preliminary results are promising in spite of the limitations. The thesis concludes with the findings of relevance to improve the current practices and suggests areas of future research.