| Acknowledgements | 第7-8页 |
| 摘要 | 第8-10页 |
| Abstract | 第10-11页 |
| Chapter 1 Introduction | 第15-20页 |
| 1.1 Background and Current Status | 第15-17页 |
| 1.1.1 Abstract of Macro Status | 第16-17页 |
| 1.1.2 Abstract of Industry Status | 第17页 |
| 1.1.3 Abstract of Competitors Status | 第17页 |
| 1.2 Research implications: Theoretical and Practical implications | 第17-19页 |
| 1.3 Research contents and Methods | 第19-20页 |
| Chapter 2 Theoretical Foundation | 第20-26页 |
| 2.1 Segmentation Theory | 第20-23页 |
| 2.1.1 History | 第20-21页 |
| 2.1.2 Definition and Characteristics | 第21-22页 |
| 2.1.3 Developing process and Application | 第22-23页 |
| 2.2 Consumer Decision-Making Theory | 第23-26页 |
| 2.2.1 History | 第23-24页 |
| 2.2.2 Definition and Characteristics | 第24-25页 |
| 2.2.3 Developing process and Application | 第25-26页 |
| Chapter 3 The Opportunity | 第26-70页 |
| 3.1 Environmental, Industry, Customers and Competitors Analysis | 第26-64页 |
| 3.1.1 Environment (PEST) Analysis of China | 第26-44页 |
| 3.1.2 Environment (PEST) Analysis of Spain | 第44-55页 |
| 3.1.3 Industry Analysis | 第55-64页 |
| 3.2 Market Opportunity and Gaps | 第64-70页 |
| 3.2.1 Customer Problem | 第64-65页 |
| 3.2.2 The ERG Solution | 第65-67页 |
| 3.2.3 Market size | 第67-68页 |
| 3.2.4 Competition | 第68页 |
| 3.2.5 Why now? | 第68-70页 |
| Chapter 4 The Company and Team | 第70-75页 |
| 4.1 Executive summary | 第70页 |
| 4.2 Vision, Mission, Values, Ethics and Sustainability | 第70-71页 |
| 4.3 Legal structure | 第71-72页 |
| 4.4 Ownership, Advisory board, Management and Organization team | 第72-75页 |
| Chapter 5 Marketing and Sales plan | 第75-79页 |
| 5.1 Service pricing strategy | 第75页 |
| 5.2 Advertising and Promotion | 第75-76页 |
| 5.3 Sales forecasts | 第76-79页 |
| Chapter 6 Company Strategy and Developing plan | 第79-84页 |
| 6.1 Strategy and Innovations brought to the industry by the new venture | 第79-80页 |
| 6.2 Operations strategy | 第80-82页 |
| 6.3 Key partners | 第82-83页 |
| 6.4 Developing plan | 第83-84页 |
| Chapter 7 Financial plan | 第84-90页 |
| 7.1 Investment in noncurrent assets | 第84页 |
| 7.2 Cost of sales | 第84-85页 |
| 7.3 Labor expenses | 第85-86页 |
| 7.4 Transport expense | 第86页 |
| 7.5 Office rent | 第86页 |
| 7.6 Utilities and Supplies | 第86页 |
| 7.7 Labor Law, Tax & Accounting Advice | 第86页 |
| 7.8 IT expense | 第86页 |
| 7.9 Website and Host | 第86-87页 |
| 7.10 Marketing | 第87页 |
| 7.11 Set-up, Permits and Office outfitting | 第87页 |
| 7.12 Other costs | 第87页 |
| 7.13 Financial Statements | 第87-90页 |
| Chapter 8 Contingency plan | 第90-91页 |
| Chapter 9 Conclusions | 第91-92页 |
| 9.1 Main research conclusions | 第91页 |
| 9.2 Limitations and future research directions | 第91-92页 |
| References | 第92-98页 |
| Appendices | 第98-119页 |
