| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第11-21页 |
| 1.1 Background | 第11-12页 |
| 1.2 Current status | 第12-14页 |
| 1.3 Research implications | 第14-16页 |
| 1.4 Research contents and methods | 第16-21页 |
| Chapter Two literature review | 第21-40页 |
| 2.1 Literature review | 第21-31页 |
| 2.2 Models/ concepts / frameworks and application | 第31-40页 |
| Chapter Three The opportunity | 第40-55页 |
| 3.1 The opportunity | 第40-50页 |
| 3.2 Industry analysis | 第50-52页 |
| 3.3 Strategy | 第52-53页 |
| 3.4 Ethics and sustainability | 第53-55页 |
| Chapter Four The company and the team | 第55-60页 |
| 4.1 Legal structure | 第55-57页 |
| 4.2 The management team | 第57-60页 |
| Chapter Five Marketing Plan | 第60-70页 |
| 5.1 Identification of customers | 第60-61页 |
| 5.2 Number of potential customers and potential sales revenues | 第61页 |
| 5.3 Requirements of various customer segments | 第61-63页 |
| 5.4 Appropriate sales and promotion approaches | 第63-64页 |
| 5.5 Analysis of how purchase decisions are made and how this behavior can be change | 第64-65页 |
| 5.6 Customer price sensitivity | 第65-66页 |
| 5.7 Cost of acquiring and retaining customers | 第66-68页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to reactwhen the company enters to the market | 第68-70页 |
| Chapter six Operating and financial plans | 第70-78页 |
| 6.1 Conversion of inputs into outputs that customer value | 第70-73页 |
| 6.2 financial plan | 第73-78页 |
| Chapter Seven Conclusion | 第78-81页 |
| 7.1 Main research conclusions | 第78-81页 |
| References | 第81-83页 |
