| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-7页 |
| 摘要 | 第8-10页 |
| LIST OF ABBREVIATIONS | 第10-18页 |
| Chapter I Introduction | 第18-25页 |
| 1. Research Objectives | 第18-20页 |
| 2. Meaning of the Research | 第20-21页 |
| 3. Research Subject | 第21-22页 |
| 4. Research Methods | 第22-24页 |
| 4.1 Literature Review | 第23页 |
| 4.2 Case Study | 第23页 |
| 4.3 Combination of Interview and Observation | 第23-24页 |
| 5. Research Structure | 第24-25页 |
| Chapter II Literature Review | 第25-42页 |
| 1. Basic concepts | 第25-29页 |
| 1.1 Micro-enterprise | 第25-26页 |
| 1.2 Strategic development | 第26-27页 |
| 1.3 Focus strategy | 第27-28页 |
| 1.4 Non-equity strategic alliance | 第28-29页 |
| 2. Brief introduction of the strategic development theory of Micro-enterprise | 第29-33页 |
| 2.1 Advantages and disadvantages of Micro-enterprise development | 第29-30页 |
| 2.2 The opportunities and challenges faced by Micro-enterprise | 第30-31页 |
| 2.3 The development strategy for Micro-enterprise | 第31-32页 |
| 2.4 Strategic choice of financing for Micro-enterprise | 第32-33页 |
| 2.5 The study of Micro-enterprise is still at an initial stage | 第33页 |
| 3. Analysis tools | 第33-41页 |
| 3.1 PEST Analysis | 第34-35页 |
| 3.2 Five forces competition model analysis | 第35-37页 |
| 3.3 SWOT Analysis | 第37-39页 |
| 3.4 The Marketing Theory of 4Ps | 第39-41页 |
| 3.5 Break-even Analysis | 第41页 |
| 4. Summary | 第41-42页 |
| Chapter III Case Description | 第42-48页 |
| 1. Background Information | 第42-44页 |
| 2. Jade-like Micro-crystalline Glass | 第44页 |
| 3. Wood-like low density ceramic | 第44-45页 |
| 4. Challenges and Threats | 第45-47页 |
| 4.1 Lack of valuable application to recycling glass | 第45-46页 |
| 4.2 Collecting and Sorting cost much labor | 第46-47页 |
| 4.3 Land cost high, Occupy huge place to Stacking waste glass | 第47页 |
| 4.4 transportation cost very high | 第47页 |
| 4.5 Some traditional application change to other process | 第47页 |
| 5. Summary | 第47-48页 |
| Chapter IV Case Analysis | 第48-61页 |
| 1. Analysis of the Internal Environment | 第48-50页 |
| 1.1 Business Model | 第48-49页 |
| 1.2 4Ps (Product Price Place Promotion) market strategy | 第49-50页 |
| 1.3 Profit and Loss Balance Analysis in worse case (break-even).. 33 | 第50页 |
| 1.4 Analysis of investment and payback period | 第50页 |
| 1.5 Following development Blueprint | 第50页 |
| 2. Analysis of the External Environment | 第50-58页 |
| 2.1 Analysis of the General Environment | 第52-56页 |
| 2.1.1 Analysis of the Policy and Legislation Environment | 第52-53页 |
| 2.1.2 Analysis of Economic Environment | 第53-54页 |
| 2.1.3 Analysis of the Cultural Environment | 第54-55页 |
| 2.1.4 Analysis of Technological Innovation Environment | 第55-56页 |
| 2.1.5 Preliminary Summary | 第56页 |
| 2.2 Analysis of the Industrial Environment | 第56-58页 |
| 2.2.1 Analysis of Supplier's Bargaining Power | 第57页 |
| 2.2.2 Analysis of the Bargaining Power of Buyers | 第57页 |
| 2.2.3 Analysis of the Entering Ability of Potential Competitors | 第57页 |
| 2.2.4 Analysis of the Substitutability of Alternatives | 第57页 |
| 2.2.5 Analysis of the Competitiveness of Competitors | 第57-58页 |
| 2.2.6 Preliminary Summary | 第58页 |
| 2.3 Analysis of the Competitors | 第58页 |
| 3 SWOT analyses | 第58-59页 |
| 3.1 Opportunities | 第58页 |
| 3.2 Threats | 第58-59页 |
| 3.3 Strengths | 第59页 |
| 3.4 Weaknesses | 第59页 |
| 4 Conclusion | 第59-61页 |
| Chapter V Basic Suggestions | 第61-65页 |
| 1. Increasing resource input | 第61页 |
| 2. Improving marketing and selling capacity | 第61页 |
| 3. Adopting Focus Strategies | 第61-62页 |
| 4. Non-equity strategic alliance | 第62-63页 |
| 4.1 Cooperate with citizens | 第62-63页 |
| 4.2 Cooperate with waste glass collecting operators | 第63页 |
| 4.3 Cooperate with government environment protection policy | 第63页 |
| 5. Conclusion | 第63-65页 |
| Chapter VI Conclusion and Research Prospects | 第65-68页 |
| 1. Focus strategies should be applied | 第65页 |
| 2. Non-equity strategic alliance should be applied | 第65页 |
| 3. Other problems that need further research | 第65-66页 |
| 4. Conclusion | 第66-68页 |
| REFERENCE | 第68-71页 |
