| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第13-19页 |
| 1.1 Current status | 第14-15页 |
| 1.2 Research implications | 第15-16页 |
| 1.2.1 Theoretical implications | 第15-16页 |
| 1.2.2 Practical implications | 第16页 |
| 1.3 Research contents and methods | 第16-19页 |
| 1.3.1 Research contents | 第16-18页 |
| 1.3.2 Research methods | 第18-19页 |
| Chapter 2 Literature review | 第19-31页 |
| 2.1 Literature review 7 | 第19-24页 |
| 2.1.1 Digitization | 第19页 |
| 2.1.2 Digital business | 第19-21页 |
| 2.1.3 Electronic and mobile commerce 9 | 第21-23页 |
| 2.1.4 Big Data | 第23-24页 |
| 2.2 Business Strategy Theories | 第24-29页 |
| 2.2.1 The Strategy | 第24-25页 |
| 2.2.2 Making a Strategy | 第25-27页 |
| 2.2.3 Implementation of the strategy | 第27-29页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第29-31页 |
| Chapter 3 The opportunity | 第31-49页 |
| 3.1 The opportunity | 第31-41页 |
| 3.1.1 Market research 19 | 第31-35页 |
| 3.1.2 The gap | 第35-41页 |
| 3.2 Industry analysis | 第41-45页 |
| 3.2.1 Current competitive situation + PEST | 第41-43页 |
| 3.2.2 Projected strategic moves by current players | 第43-45页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第45页 |
| 3.3 Innovations brought to the industry by the new venture | 第45-46页 |
| 3.3.1 Intellectual property/patents | 第45-46页 |
| 3.4 Strategy | 第46-48页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第46-48页 |
| 3.5 Ethics and sustainability | 第48-49页 |
| Chapter 4 The Company and Team | 第49-52页 |
| 4.1 Legal Structure | 第49页 |
| 4.2 Ownership | 第49页 |
| 4.3 The advisory board | 第49-50页 |
| 4.4 The management team | 第50-52页 |
| 4.4.1 Expected contributions by each team | 第51页 |
| 4.4.2 Expected Salary | 第51-52页 |
| Chapter 5 Marketing Plan | 第52-58页 |
| 5.1 Identification of customers 40 | 第52页 |
| 5.2 Number of potential customers and potential sales revenues | 第52-53页 |
| 5.3 Requirements of various customer segments | 第53-54页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization | 第53页 |
| 5.3.2 Ways to effectively access each segment | 第53-54页 |
| 5.4 Appropriate sales and promotion approaches | 第54页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behaviour can bechanged | 第54-55页 |
| 5.6 Customer price sensitivity | 第55-56页 |
| 5.7 Cost of acquiring and retaining customers | 第56-57页 |
| 5.8 Competitors reaction to this business proposal | 第57-58页 |
| Chapter 6 Operating and Financial Plan | 第58-64页 |
| 6.1 Conversion of inputs into outputs that customer value | 第58-60页 |
| 6.1.1 Supplier relationships | 第58页 |
| 6.1.2 Inventory required | 第58-59页 |
| 6.1.3 Manufacturing/service provision | 第59页 |
| 6.1.4 In-house/outsourced operations | 第59-60页 |
| 6.2 Financial plan | 第60-62页 |
| 6.2.1 Cost calculations 48 | 第60-61页 |
| 6.2.2 Projected Break Even Point | 第61页 |
| 6.2.3 Projected Cash flows | 第61页 |
| 6.2.4 Analysis of risk, present value, IRR | 第61-62页 |
| 6.3 Scenario analysis | 第62-64页 |
| 6.3.1 Pessimistic Scenario 50 | 第62-63页 |
| 6.3.2 Optimistic Scenario | 第63-64页 |
| Chapter 7 Conclusions | 第64-66页 |
| 7.1 Main research conclusions 52 | 第64-65页 |
| 7.2 Limitations and future research directions 53 | 第65-66页 |
| References | 第66-68页 |
| Appendixes | 第68-76页 |
