| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第14-24页 |
| 1.1. Background | 第14-17页 |
| 1.1.1 Understanding China today | 第14-15页 |
| 1.1.2 Economic growth | 第15-16页 |
| 1.1.3 China’s attractiveness for foreigners | 第16-17页 |
| 1.2. Current status | 第17-19页 |
| 1.2.1 Foreigners in Shanghai | 第17-18页 |
| 1.2.2 Fostering the entrance of high-skilled expatriates | 第18-19页 |
| 1.3. Research implications | 第19-21页 |
| 1.3.1. Theoretical implications | 第19-20页 |
| 1.3.2. Practical implications | 第20-21页 |
| 1.4. Research content and methods | 第21-24页 |
| 1.4.1. Research content | 第22-23页 |
| 1.4.2. Research methods | 第23-24页 |
| Chapter Two Literature Review | 第24-35页 |
| 2.1. Literature review | 第24-29页 |
| 2.1.1 Cultural values | 第24-25页 |
| 2.1.2 The “colonial paradigm” and adaptation | 第25-26页 |
| 2.1.3 Expatriate management | 第26-28页 |
| 2.1.4 Expatriate support networks | 第28-29页 |
| 2.2. Models, concepts, frameworks | 第29-33页 |
| 2.2.1 Porter’s Five Forces | 第29-30页 |
| 2.2.2 PEST analysis | 第30-31页 |
| 2.2.3 SWOT analysis | 第31-32页 |
| 2.2.4 Business model canvas | 第32-33页 |
| 2.3. Application of the relevant models, concepts and frameworks | 第33-35页 |
| Chapter Three The Opportunity | 第35-51页 |
| 3.1. The opportunity explained | 第35-40页 |
| 3.1.1. Market research | 第36-38页 |
| 3.1.1.1 Background information | 第36-37页 |
| 3.1.1.2 Shanghai: city profile | 第37-38页 |
| 3.1.2. The gap | 第38-40页 |
| 3.2. Industry analysis | 第40-43页 |
| 3.2.1. Current competitive situation + PEST | 第40-41页 |
| 3.2.2. Projected strategy moves by current players | 第41-42页 |
| 3.2.3. Changes brought to the competitiveness of the industry by the new venture | 第42-43页 |
| 3.3. Innovations brought to the industry by the new venture | 第43-44页 |
| 3.3.1. Intellectual property / patents | 第43-44页 |
| 3.4. Strategy | 第44-49页 |
| 3.4.1 Project scheduling | 第44-45页 |
| 3.4.2 Company vision, mission and values | 第45页 |
| 3.4.3 Business model canvas | 第45-47页 |
| 3.4.4 Sources of differentiation and competitive advantage | 第47-49页 |
| 3.5. Ethics and sustainability | 第49-51页 |
| Chapter Four The Company and Team | 第51-59页 |
| 4.1. Legal structure | 第51-53页 |
| 4.2 Ownership | 第53-54页 |
| 4.3. The advisory board | 第54-55页 |
| 4.4. The management team | 第55-59页 |
| 4.4.1 Layers of management | 第55页 |
| 4.4.2 Organizational chart | 第55-56页 |
| 4.4.3 Expected contributions by each team | 第56-57页 |
| 4.4.4 Expected salary | 第57-59页 |
| Chapter Five Marketing Plan | 第59-74页 |
| 5.1 Identification of customers | 第59-61页 |
| 5.2 Number of potential customers and potential sales revenues | 第61-64页 |
| 5.2.1 Market size | 第61页 |
| 5.2.2 Revenue potential | 第61-64页 |
| 5.3 Requirements of various customer segments | 第64-66页 |
| 5.3.1. Importance of purchase convenience, rapid delivery, product customization, etc. for these segments | 第65页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第65-66页 |
| 5.4 Appropriate sales and promotion approaches | 第66-67页 |
| 5.5 Customer price sensitivity | 第67-70页 |
| 5.5.1 Foreign nationals | 第67-68页 |
| 5.5.2 Chinese customers | 第68-69页 |
| 5.5.3 Reducing price sensitivity | 第69-70页 |
| 5.6 Cost of acquiring and retaining customers | 第70-72页 |
| 5.6.1 CAC and LTV | 第70-71页 |
| 5.6.2 Reducing churn rate | 第71-72页 |
| 5.7 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market | 第72-74页 |
| Chapter Six Operating and Financial Plan | 第74-88页 |
| 6.1 Conversion of inputs into outputs that customers value | 第74-77页 |
| 6.1.1 Supplier relationships | 第75-76页 |
| 6.1.2 Inventory required | 第76页 |
| 6.1.3 Manufacturing / service provision | 第76页 |
| 6.1.4 In-house / outsourced operations | 第76-77页 |
| 6.2 Financial plan | 第77-84页 |
| 6.2.1 Cost calculations | 第77-79页 |
| 6.2.2 Projected Break Even Point | 第79-80页 |
| 6.2.3 Projected Cash flows | 第80-81页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第81-83页 |
| 6.2.4.1 Risk analysis | 第81-82页 |
| 6.2.4.2 NPV and IRR analysis | 第82-83页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第83-84页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第84-88页 |
| 6.3.1 Triggers/thresholds to change courses | 第87-88页 |
| Chapter Seven Conclusion | 第88-91页 |
| 7.1 Main research conclusions | 第88-89页 |
| 7.2 Limitations and future research directions | 第89-91页 |
| References | 第91-94页 |
