| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第13-24页 |
| 1.1 Background | 第13-18页 |
| 1.2 Current Status | 第18-20页 |
| 1.3 Research Implications | 第20-22页 |
| 1.3.1 The Oretical Implications | 第20页 |
| 1.3.2 Practical Implications | 第20-22页 |
| 1.4 Research Contents And Methods | 第22-24页 |
| 1.4.1 Research Contents | 第22页 |
| 1.4.2 Research Methods | 第22-24页 |
| Chapter 2 Literature Review | 第24-30页 |
| 2.1 Literature Review | 第24-26页 |
| 2.2 Models, Concepts, Frameworks | 第26-29页 |
| 2.3 Application Of The Models Concepts Frameworks | 第29-30页 |
| Chapter 3 The Opportunity | 第30-50页 |
| 3.1 The Opportunity | 第30-43页 |
| 3.1.1 Market Research | 第30-42页 |
| 3.1.1.1 E-Commerce Sales Growth And Value In China | 第31-32页 |
| 3.1.1.2 Luxury E-Commerce In China | 第32-33页 |
| 3.1.1.3 ON-LINE Fashion And Luxury Categories | 第33-36页 |
| 3.1.1.4 Main TRiggers For Purchasing | 第36-39页 |
| 3.1.1.5 The Smartphone | 第39-41页 |
| 3.1.1.6 Methods Of Payment | 第41-42页 |
| 3.1.2 The Gap | 第42-43页 |
| 3.2 Industry Analysis | 第43-48页 |
| 3.2.1 Current Competitive Situation | 第43-47页 |
| 3.2.1.1 Pestel | 第44-45页 |
| 3.2.1.2 SWOT | 第45-46页 |
| 3.2.1.35 Forces Of Porter | 第46-47页 |
| 3.2.2 Projected Strategic Moves By Current Players | 第47页 |
| 3.2.3 Changes Brought To The Competitivenes Of The Industry By The New Venture | 第47-48页 |
| 3.3 Strategy | 第48-49页 |
| 3.3.1 Sourcess Of Differenciation And Competitive Advantage | 第48-49页 |
| 3.4 Ethichs And Sustainability | 第49-50页 |
| Chapter 4 The Company And Team | 第50-54页 |
| 4.1 Legal Structure | 第50页 |
| 4.2 Ownership | 第50页 |
| 4.3 The Advisory Board | 第50-51页 |
| 4.4 The Management Team | 第51-54页 |
| 4.4.1 Expected Contributions By Each Team | 第51-52页 |
| 4.4.2 Expected Salary | 第52-54页 |
| Chapter 5 Marketing Plan | 第54-70页 |
| 5.1 Identification Of Customers | 第54页 |
| 5.2 Number Of Potential Customers | 第54-56页 |
| 5.3 Requirements Of Various Customer Segments | 第56-59页 |
| 5.3.1 Importance Of Purchase Convenience, Rapid Delivery, Product CustomizationEtc | 第56-58页 |
| 5.3.2 Ways To Effectively Access Each Segment, Distributors, a Captive Sales Force,e-Commerce | 第58-59页 |
| 5.4 Appropiate Sales And Promotion Approaches | 第59-62页 |
| 5.5 Analysis Of How Purchase Decisions Are Made, And How If This Behaviour CanBe Changed | 第62-65页 |
| 5.6 Customers Price Sensitivity | 第65-66页 |
| 5.7 Cost Of Acquiring And Retaining Customers | 第66-67页 |
| 5.8 Strengths And Weacknesses Of Competitors And Ways That Competitors AreLikely To React When The Company Enters The Market | 第67-70页 |
| Chapter 6 Operating And Financial Plans | 第70-81页 |
| 6.1 Conversion Of Inputs Into Outputs That Customer Value | 第70-72页 |
| 6.1.1 Supplier Relationships | 第70-71页 |
| 6.1.2 Inventory Required | 第71页 |
| 6.1.3 In-House / Outsourced Operations | 第71-72页 |
| 6.2 Financial Plan | 第72-81页 |
| 6.2.1 Cost Calculations | 第72-75页 |
| 6.2.2 Projected Breack Even Point | 第75-76页 |
| 6.2.3 Projected Cash Flows And Analysis Of Possible Scenarios And Probability OfOccurrence | 第76-79页 |
| 6.2.4 Analysis Of Risk, Present Value, Irr | 第79-81页 |
| Chapter 7 Conclusions | 第81-84页 |
| 7.1 Contingency Plans | 第81-82页 |
| 7.2 Main Research Conclusions | 第82-84页 |
| Bibliograpgy | 第84-87页 |
