| ACKNOWLEDGEMENTS | 第7-8页 |
| 摘要 | 第8-9页 |
| ABSTRACT | 第9页 |
| Chapter 1 Introduction | 第12-17页 |
| 1.1 BACKGROUND | 第12-13页 |
| 1.2 CURRENT STATUS | 第13-14页 |
| 1.3 RESEARCH IMPLICATIONS | 第14-15页 |
| 1.3.1 THEORETICAL IMPLICATIONS | 第14-15页 |
| 1.3.2 PRACTICAL IMPLICATIONS | 第15页 |
| 1.4 RESEARCH CONTENTS AND METHODS | 第15-17页 |
| 1.4.1 RESEARCH CONTENTS | 第15-16页 |
| 1.4.2 RESEARCH METHODS | 第16-17页 |
| Chapter 2 Literature review | 第17-25页 |
| 2.1 LITERATURE REVIEW | 第17-22页 |
| 2.2 MODELS/CONCEPTS/FRAMEWORKS | 第22-25页 |
| Chapter 3 The Opportunity | 第25-37页 |
| 3.1 MARKET RESEARCH & THE GAP | 第25-29页 |
| 3.1.1 MARKET RESEARCH | 第25-28页 |
| 3.1.2 THE GAP | 第28-29页 |
| 3.2 INDUSTRY ANALYSIS | 第29-32页 |
| 3.2.1 CURRENT COMPETITIVE SITUATION | 第29-31页 |
| 3.2.2 PROJECTED STRATEGIC MOVES BY CURRENT PLAYERS | 第31页 |
| 3.2.3 CHANGES BROUGHT TO THE COMPETITIVENESS OF THE INDUSTRY BY THE NEW VENTURE | 第31-32页 |
| 3.3 INNOVATIONS BROUGHT TO THE INDUSTRY BY THE NEW VENTURE | 第32-33页 |
| 3.4 STRATEGY | 第33-35页 |
| 3.4.1 SOURCES OF DIFFERENTIATION AND COMPETITIVE ADVANTAGE | 第33-35页 |
| 3.5 ETHICS AND SUSTAINABILITY | 第35-37页 |
| Chapter 4 The Construction of Company and Team | 第37-41页 |
| 4.1 LEGAL STRUCTURE | 第37-38页 |
| 4.2 OWNERSHIP AND THE ADVISORY BOARD | 第38-39页 |
| 4.3 THE MANAGEMENT TEAM | 第39-41页 |
| 4.3.1 EXPECTED CONTRIBUTIONS BY EACH TEAM | 第39-40页 |
| 4.3.2 EXPECTED SALARY | 第40-41页 |
| Chapter 5 Marketing Plan | 第41-51页 |
| 5.1 IDENTIFICATION OF CUSTOMERS | 第41-42页 |
| 5.2 NUMBER OF POTENTIAL CUSTOMERS AND POTENTIAL SALES REVENUES | 第42-43页 |
| 5.3 REQUIREMENTS OF VARIOUS CUSTOMER SEGMENTS | 第43-46页 |
| 5.3.1 IMPORTANCE OF PURCHASE CONVENIENCE, RAPID DELIVERY,PRODUCT CUSTOMIZATION,ETCFOR THESE SEGMENTS | 第44-45页 |
| 5.3.2 WAYS TO EFFECTIVELY ACCESS EACH SEGMENT,DISTRIBUTORS,A CAPTIVE SALES FORCE,E-COMMERCE,ETC | 第45-46页 |
| 5.4 APPROPRIATE SALES AND PROMOTION APPROACHES | 第46-47页 |
| 5.5 ANALYSIS OF HOW PURCHASE DECISIONS ARE MADE,AND HOW/IF THISBEHAVIOR CAN BE CHANGED | 第47-48页 |
| 5.6 CUSTOMER PRICE SENSITIVITY | 第48页 |
| 5.7 COST OF ACQUIRING AND RETAINING CUSTOMERS | 第48-49页 |
| 5.8 STRENGTHS AND WEAKNESSES OF COMPETITORS AND WAYS THATCOMPETITORS ARE LIKELY TO REACT WHEN THE COMPANY ENTERS THE MARKET | 第49-51页 |
| Chapter 6 Operating and Financial | 第51-61页 |
| 6.1 CONVERSION OF INPUTS INTO OUTPUTS THAT CUSTOMER VALUE | 第51-54页 |
| 6.1.1 SUPPLIER RELATIONSHIPS | 第51-52页 |
| 6.1.2 INVENTORY REQUIRED | 第52-53页 |
| 6.1.3 IN-HOUSE/OUTSOURCED OPERATIONS | 第53-54页 |
| 6.2 FINANCIAL PLAN | 第54-61页 |
| 6.2.1 INVESTMENT REQUIRED | 第54-55页 |
| 6.2.2 COST CALCULATIONS | 第55-57页 |
| 6.2.3 PROJECTED BREAK EVEN POINT | 第57-58页 |
| 6.2.4 PROJECTED CASH FLOWS, NET PRESENT VALUE AND IRR | 第58-59页 |
| 6.2.5 ANALYSIS OF POSSIBLE SCENARIOS AND CONTINGENCY PLAN | 第59-61页 |
| Chapter 7 Conclusions | 第61-63页 |
| 7.1 MAIN RESEARCH CONCLUSIONS | 第61-62页 |
| 7.2 Limitations and future research directions | 第62-63页 |
| References | 第63-65页 |
