| 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14-15页 |
| 1.2 Current Status | 第15-16页 |
| 1.3 Research Implications | 第16-18页 |
| 1.3.1 Theoretical Implications | 第16-17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18-20页 |
| 1.4.2 Research Methods | 第20-21页 |
| Chapter 2 Literature Review | 第21-47页 |
| 2.1 Literature Review Applied to the New Venture | 第21-41页 |
| 2.2 Model, Concepts and Frameworks | 第41-45页 |
| 2.3 Application of the Relevant Models, Concepts and Framework | 第45-47页 |
| Chapter 3 The Opportunity | 第47-69页 |
| 3.1 Market Research & The Gap | 第47-59页 |
| 3.1.1 Market Research 35 | 第47-53页 |
| 3.1.2 The Gap | 第53-59页 |
| 3.2 Industry Analysis | 第59-67页 |
| 3.2.1 Current Competitive Situation | 第61-66页 |
| 3.2.2 Projected Strategic Moves by Current Players | 第66页 |
| 3.2.3 Changes Brought to the Competitiveness of the Industry by the New Venture | 第66-67页 |
| 3.3 Innovations Brought to the Industry by the New Venture | 第67-68页 |
| 3.3.1 Intellectual Property / Patents | 第67-68页 |
| 3.4 Strategy | 第68页 |
| 3.4.1 Sources of Differentiation and Competitive Advantage | 第68页 |
| 3.5 Ethics and Sustainability | 第68-69页 |
| Chapter 4 The Company and Team | 第69-79页 |
| 4.1 Legal Structure | 第69-72页 |
| 4.2 Ownership | 第72页 |
| 4.3 The Advisory Board | 第72-74页 |
| 4.4 The Management Team | 第74-79页 |
| 4.4.1 Expected Contributions by each Team | 第74-77页 |
| 4.4.2 Expected Salary | 第77-79页 |
| Chapter 5 Marketing Plan | 第79-91页 |
| 5.1 Identification of Customers | 第79-80页 |
| 5.2 Number of Potential Customers and Potential Sales Revenues | 第80-83页 |
| 5.3 Requirements of Various Customers Segments | 第83-85页 |
| 5.3.1 Importance of Purchase Convenience, Rapid Delivery and ProductCustomization for these Segments | 第84页 |
| 5.3.2 Ways to Effectively Access each Segment, Distributor, a Captive Sales Forceand e-commerce | 第84-85页 |
| 5.4 Appropriate Sales and Promotion Approaches | 第85-87页 |
| 5.5 Analysis of How Purchase Decisions are Made, and How / If this Behavior can beChanged | 第87-88页 |
| 5.6 Customer Price Sensitivity | 第88-89页 |
| 5.7 Cost of Acquiring and Retaining Customers | 第89-90页 |
| 5.8 Strengths and Weaknesses of Competitors and Ways that Competitors are Likely toReact When the Company Enters the Market | 第90-91页 |
| Chapter 6 Operating and Financial Plans | 第91-96页 |
| 6.1 Conversion of Inputs into Outputs that Customer Value | 第91-92页 |
| 6.1.1 Supplier Relationship | 第91-92页 |
| 6.1.2 Inventory Required | 第92页 |
| 6.1.3 Manufacturing / Service Provision | 第92页 |
| 6.1.4 In-House / Outsourced Operations | 第92页 |
| 6.2 Financial Plan | 第92-94页 |
| 6.2.1 Cost Calculation | 第92-93页 |
| 6.2.2 Projected Break Even Point | 第93页 |
| 6.2.3 Projected Cash Flows | 第93-94页 |
| 6.2.4 Analysis Risk, Present Value, IRR | 第94页 |
| 6.3 Contingency Plans | 第94-96页 |
| Chapter 7 Conclusions | 第96-101页 |
| 7.1 Main Research Conclusions | 第96-100页 |
| 7.2 Limitations and Future Research Directions | 第100-101页 |
| References | 第101-107页 |
