| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第13-22页 |
| 1.1 Background | 第13-14页 |
| 1.2 Current Status | 第14-15页 |
| 1.3 Research Implications | 第15-17页 |
| 1.3.1 Theoretical Implications | 第15-17页 |
| 1.3.2 Practical Implications | 第17页 |
| 1.4 Research Contents and Methods | 第17-22页 |
| 1.4.1 Research Contents | 第17-21页 |
| 1.4.2 Research Methods | 第21-22页 |
| Chapter 2 Literature Review | 第22-37页 |
| 2.1 Literature Review (applied to the new venture) | 第22-31页 |
| 2.1.1 The Tourism Industry | 第22-23页 |
| 2.1.2 The Internet Era | 第23-25页 |
| 2.1.3 World Digitization | 第25-31页 |
| 2.1.3.1 How to success in the digital era | 第27-28页 |
| 2.1.3.2 Millennials’ Generation | 第28-30页 |
| 2.1.3.3 The Digitization of the Tourism Industry | 第30-31页 |
| 2.2 Models/Concepts/Frameworks | 第31-32页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第32-37页 |
| 2.3.1 The Cloud | 第32页 |
| 2.3.2 Mobile | 第32-33页 |
| 2.3.3 Internet of Things | 第33页 |
| 2.3.4 Social and Sharing Economy | 第33-34页 |
| 2.3.5 Success Case Analysis | 第34-37页 |
| Chapter 3 The Opportunity | 第37-68页 |
| 3.1 The Opportunity | 第37-46页 |
| 3.1.1 Market Research | 第37-45页 |
| 3.1.2 The Gap | 第45-46页 |
| 3.2 Industry Analysis | 第46-60页 |
| 3.2.1 Current Situation of the Touristic Sector | 第46-49页 |
| 3.2.2 The Online Travel Industry | 第49-50页 |
| 3.2.3 Benchmarking | 第50-51页 |
| 3.2.4 Current Competitive Situation | 第51-59页 |
| 3.2.4.1 PESTEL | 第51-56页 |
| 3.2.4.2 Porter’s 5 forces model | 第56-57页 |
| 3.2.4.3 SWOT Analysis | 第57-59页 |
| 3.2.5 Projected Strategic Moves by current players | 第59-60页 |
| 3.2.6 Changes brought to the competitiveness of the industry by the new venture | 第60页 |
| 3.3 Innovations brought to the industry by the new venture | 第60-61页 |
| 3.3.1 Intellectual property/patents | 第60-61页 |
| 3.4 Strategy | 第61-66页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第63-66页 |
| 3.4.1.1 CANVAS MODEL | 第63-66页 |
| 3.5 Ethics and Sustainability | 第66-68页 |
| Chapter 4 The Company and Team | 第68-73页 |
| 4.1 Legal Structure | 第68页 |
| 4.2 Ownership | 第68-69页 |
| 4.3 The advisory board | 第69页 |
| 4.4 The Management Team | 第69-73页 |
| 4.4.1 Expected contributions by each team | 第71-72页 |
| 4.4.2 Expected Salary | 第72-73页 |
| Chapter 5 Marketing Plan | 第73-89页 |
| 5.1 Identification of Customers | 第73-74页 |
| 5.2 Number of potential customers and potential sales revenues | 第74-76页 |
| 5.3 Requirements of various customer segments | 第76-77页 |
| 5.4 Appropriate Sales and Promotion Approaches | 第77-81页 |
| 5.5 Analysis of how purchases decisions are made, and how / if this behavior can bechanged | 第81-83页 |
| 5.6 Customer Price Sensitivity | 第83-84页 |
| 5.7 Cost of Acquiring and Retaining Customers | 第84-85页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreactwhen the company enters to the market | 第85-89页 |
| Chapter 6 Operating and Financial plans | 第89-105页 |
| 6.1 Conversion of inputs into outputs that customer value | 第89-92页 |
| 6.2 Financial plan | 第92-103页 |
| 6.2.1 Cost Calculations 81 | 第92-96页 |
| 6.2.2 Projected Break Even Point and Cash Flows | 第96-97页 |
| 6.2.3 Analysis of Risk | 第97-99页 |
| 6.2.4 Analysis of possible scenarios | 第99-103页 |
| 6.3 Contingency plans | 第103-105页 |
| Chapter 7 Conclusions | 第105-107页 |
| Bibliography | 第107-109页 |
