| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9-10页 |
| Chapter 1 Introduction | 第14-21页 |
| 1.1 Background | 第14-16页 |
| 1.2 Current Status | 第16-17页 |
| 1.3 Research implications | 第17-18页 |
| 1.3.1 Theoretical implications | 第17页 |
| 1.3.2 Practical implications | 第17-18页 |
| 1.4 Research contents and methods | 第18-21页 |
| 1.4.1 Research contents | 第18-19页 |
| 1.4.2 Research methods | 第19-21页 |
| Chapter 2 Literature review | 第21-37页 |
| 2.1 Literature review | 第21-22页 |
| 2.2 Models/concepts and frameworks | 第22-34页 |
| 2.2.1 5 Porters Forces Model | 第22页 |
| 2.2.2 Canvas Model | 第22-23页 |
| 2.2.3 PEST | 第23-24页 |
| 2.2.4 SWOT | 第24页 |
| 2.2.5 4Ps | 第24页 |
| 2.2.6 Sharing Economy | 第24-28页 |
| 2.2.7 On demand Economy | 第28页 |
| 2.2.8 Millenials | 第28-29页 |
| 2.2.9 Digitization | 第29-31页 |
| 2.2.10 M-commerce | 第31-34页 |
| 2.2.11 Mobile Applications | 第34页 |
| 2.3 Application of the relevant models/Concepts/frameworks | 第34-37页 |
| 2.3.1 Sharing economy model | 第34-35页 |
| 2.3.2 On demand economy | 第35页 |
| 2.3.3 Digitization | 第35-36页 |
| 2.3.4 M-commerce | 第36页 |
| 2.3.5 Mobile Applications | 第36-37页 |
| Chapter 3 The opportunity | 第37-53页 |
| 3.1 The opportunity | 第37-40页 |
| 3.1.1 Market research | 第37-39页 |
| 3.1.2 The gap | 第39-40页 |
| 3.2 Industry analysis | 第40-47页 |
| 3.2.1 Current competitive situation+PEST | 第40-45页 |
| 3.2.2 Projected strategic moves by current players | 第45-47页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第47页 |
| 3.3 Innovations brought to the industry by the new venture | 第47-48页 |
| 3.3.1 Intellectual property/patents | 第48页 |
| 3.4 Strategy | 第48-51页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第48-51页 |
| 3.5 Ethics and sustainability | 第51-53页 |
| Chapter 4 The company and team | 第53-56页 |
| 4.1 Legal structure | 第53页 |
| 4.2 Ownership | 第53-54页 |
| 4.3 Advisory board | 第54页 |
| 4.4 The management team | 第54-56页 |
| 4.4.1 Expected contributions by each team | 第54-55页 |
| 4.4.2 Expected salary | 第55-56页 |
| Chapter 5 Marketing plan | 第56-73页 |
| 5.1 Identification of customers | 第56-57页 |
| 5.2 Number of potential customers and potential sales revenues | 第57-59页 |
| 5.3 Requirements of various customer segments | 第59-63页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etcfor these segments | 第59-61页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force,e-commerce,etc | 第61-63页 |
| 5.4 Appropriate sales and promotion approaches | 第63-65页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can bechanged | 第65-68页 |
| 5.6 Customer price sensitivity | 第68页 |
| 5.7 Cost of acquiring and retaining customers | 第68-71页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreactwhen the company enters the market | 第71-73页 |
| Chapter 6 Operating and Financial plans | 第73-87页 |
| 6.1 Conversion of inputs into outputs that customer value | 第73-76页 |
| 6.1.1 Supplier relationships | 第74页 |
| 6.1.2 Inventory required | 第74页 |
| 6.1.3 Manufacturing/service provision | 第74页 |
| 6.1.4 In-house/outsourced operations | 第74-76页 |
| 6.2 Financial plan | 第76-85页 |
| 6.2.1 Cost calculations | 第76-81页 |
| 6.2.2 Projected Break Even Point and Cash flows | 第81-82页 |
| 6.2.3 Analysis of risk, present value, IRR, etc | 第82-83页 |
| 6.2.4 Analysis of possible scenarios and probability of occurrence | 第83-85页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第85-87页 |
| 6.3.1 Triggers/thresholds to change courses | 第85-87页 |
| Chapter 7 Conclusions | 第87-88页 |
| 7.1 Main research conclusions | 第87-88页 |
| Bibliography | 第88页 |
