| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9-10页 |
| Chapter One Introduction | 第14-35页 |
| 1.1 Background of music industry | 第14-32页 |
| 1.1.1 The Music Industry | 第14-20页 |
| 1.1.2 The Live-Music Industry | 第20-24页 |
| 1.1.3 The Music Industry in Mexico | 第24-25页 |
| 1.1.4 Our idea and Company | 第25-32页 |
| 1.2 Research implications | 第32-33页 |
| 1.2.1 Theoretical implications | 第32页 |
| 1.2.2 Practical implications | 第32-33页 |
| 1.3 Research content and methods | 第33-35页 |
| 1.3.1 Research content | 第33-34页 |
| 1.3.2 Research methods | 第34-35页 |
| Chapter Two Literature Review | 第35-44页 |
| 2.1 Literature review | 第35-39页 |
| 2.2 Theoretical framework | 第39-42页 |
| 2.2.1 Experiential Marketing | 第39-40页 |
| 2.2.2 Strategic Framework for Managing Experiences | 第40-41页 |
| 2.2.3 Business Model Generation | 第41-42页 |
| 2.3 Applications of the relevant frameworks | 第42-44页 |
| Chapter Three The opportunity | 第44-59页 |
| 3.1 The opportunity explained | 第44-48页 |
| 3.1.1 Market Research | 第44-47页 |
| 3.1.2 The Gap | 第47-48页 |
| 3.2 Industry Analysis | 第48-56页 |
| 3.2.1 Current competitive situation + PESTEL | 第48-55页 |
| 3.2.2 Projected strategic moves by current players | 第55页 |
| 3.2.3 Changes in the industry: Creating a new market | 第55-56页 |
| 3.3 Innovations brought to the industry by the new venture | 第56页 |
| 3.3.1 Intellectual property/patents | 第56页 |
| 3.4 Strategy | 第56-57页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第56-57页 |
| 3.5 Ethics and Sustainability | 第57-59页 |
| Chapter Four The Company and Team | 第59-65页 |
| 4.1 Legal Structure | 第59-60页 |
| 4.2 Ownership | 第60-61页 |
| 4.3 The Advisory Board | 第61-62页 |
| 4.4 The Management Team | 第62-65页 |
| 4.4.1 Expected Contribution by Each Team | 第63-64页 |
| 4.4.2 Expected Salary | 第64-65页 |
| Chapter Five Marketing Plan | 第65-81页 |
| 5.1 Identification of Customers | 第65-66页 |
| 5.2 Number of Potential Customers and Potential Sales Revenues | 第66-70页 |
| 5.3 Requirements of Various Customer Segments | 第70-73页 |
| 5.3.1 Importance of Live-concerts Experience for the Fans | 第70-72页 |
| 5.3.2 Ways to access customer segments | 第72-73页 |
| 5.4 Appropriate sales and promotion approaches | 第73-74页 |
| 5.5 Changes in the Decision Making Process | 第74-76页 |
| 5.6 Customer Price Sensitivity | 第76-78页 |
| 5.7 Cost of Acquiring and Retaining Customers | 第78-79页 |
| 5.8 Strengths and Weaknesses of Competitors | 第79-81页 |
| Chapter Six Operations and Financial plans | 第81-96页 |
| 6.1 Conversion of Inputs into Outputs that Customer Value | 第81-83页 |
| 6.1.1 Supplier Relationships | 第81-82页 |
| 6.1.2 Manufacturing/Service Provision | 第82-83页 |
| 6.2 Financial Plan | 第83-93页 |
| 6.2.1 Cost Calculation | 第83-88页 |
| 6.2.2 Projected Break-even Point | 第88-89页 |
| 6.2.3 Projected Cash Flow | 第89页 |
| 6.2.4 Analysis of Risk, Present Value, IRR, etc | 第89-91页 |
| 6.2.5 Analysis of Possible Scenarios and Probability of Occurrence | 第91-93页 |
| 6.3 Contingency Plans | 第93-96页 |
| 6.3.1 Triggers/Thresholds to Change Courses | 第93-96页 |
| Chapter Seven Conclusions | 第96-99页 |
| 7.1 Main Research Conclusions | 第96-98页 |
| 7.2 Limitations and Future Research Directions | 第98-99页 |
| References | 第99-102页 |
