創(chuàng)業(yè)管理

第一章 創(chuàng)業(yè)管理入門 ·································1
本章學習目的 ·1
第一節(jié) 創(chuàng)新創(chuàng)業(yè)與創(chuàng)業(yè)精神的內(nèi)涵 ·········1
一、創(chuàng)新與創(chuàng)業(yè)的內(nèi)涵 ····································· 1
二、創(chuàng)業(yè)精神的內(nèi)涵 ·· 6
第二節(jié) 創(chuàng)業(yè)的類型 ······························8
一、機會型創(chuàng)業(yè)與生存型創(chuàng)業(yè) ···························· 8
二、傳統(tǒng)技能型創(chuàng)業(yè)、高新技術(shù)型創(chuàng)業(yè)和服務型創(chuàng)業(yè) ·································· 10
三、個體創(chuàng)業(yè)與公司創(chuàng)業(yè) ································ 10
四、薪水替代型企業(yè)、生活方式型企業(yè)、創(chuàng)業(yè)企業(yè) 11
第三節(jié) 創(chuàng)業(yè)的價值 ···························· 11
一、創(chuàng)業(yè)與經(jīng)濟增長 12
二、創(chuàng)業(yè)與創(chuàng)新能力培育 ································ 12
三、創(chuàng)業(yè)與帶動就業(yè) 13
四、創(chuàng)業(yè)與產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化 ································ 14
第四節(jié) 創(chuàng)業(yè)過程 ······························· 14
一、決定成為創(chuàng)業(yè)者 14
二、識別與評價創(chuàng)業(yè)機會 ································ 15
三、開發(fā)創(chuàng)業(yè)機會 ··· 15
四、管理并使創(chuàng)業(yè)企業(yè)持續(xù)成長 ······················· 15
第五節(jié) 國內(nèi)外創(chuàng)業(yè)活動發(fā)展狀況 ·········· 16
一、主要發(fā)達國家創(chuàng)業(yè)活動發(fā)展狀況 ················· 16
二、我國創(chuàng)業(yè)歷程與現(xiàn)狀 ································ 22
目 錄
VI 創(chuàng)業(yè)管理
第六節(jié) 創(chuàng)業(yè)教育 ······························· 26
一、國外的創(chuàng)業(yè)教育 26
二、我國的創(chuàng)業(yè)教育 29
本章小結(jié) ····· 31
思考題········· 31
第二章 創(chuàng)業(yè)環(huán)境 · 32
本章學習目的 ····································· 32
第一節(jié) 經(jīng)營環(huán)境分析過程 ··················· 33
一、掃描環(huán)境 ········· 33
二、監(jiān)控環(huán)境 ········· 34
三、預測環(huán)境 ········· 34
四、評估環(huán)境 ········· 34
第二節(jié) 宏觀環(huán)境 ······························· 35
一、政治法律環(huán)境 ··· 35
二、經(jīng)濟環(huán)境 ········· 36
三、技術(shù)環(huán)境 ········· 36
四、社會人口統(tǒng)計分析 ··································· 37
五、生態(tài)分析 ········· 38
第三節(jié) 機遇來源 ······························· 38
一、意外情況 ········· 38
二、不協(xié)調(diào) ············ 39
三、程序需要 ········· 39
四、產(chǎn)業(yè)和市場結(jié)構(gòu)變化 ································ 40
五、人口統(tǒng)計 ········· 40
六、認識的變化 ······ 40
七、新知識 ············ 41
第四節(jié) 產(chǎn)業(yè)與競爭者分析 ··················· 41
一、產(chǎn)業(yè)分析 ········· 41
二、競爭對手分析 ··· 50
第五節(jié) GEM 創(chuàng)業(yè)環(huán)境分析方法 ············ 51
一、GEM簡介 ········· 51
二、GEM概念模型及創(chuàng)業(yè)環(huán)境條件 ···················· 52
本章小結(jié) ····· 58
思考題········· 58
目 錄 VII
第三章 創(chuàng)業(yè)戰(zhàn)略選擇 ······························· 60
本章學習目的 ····································· 60
第一節(jié) 創(chuàng)業(yè)與戰(zhàn)略 ···························· 60
一、戰(zhàn)略的內(nèi)涵 ······ 60
二、創(chuàng)業(yè)企業(yè)戰(zhàn)略管理 ··································· 62
第二節(jié) 創(chuàng)業(yè)起步階段戰(zhàn)略 ··················· 62
一、主要推動要素 ··· 62
二、次要推動要素 ··· 64
第三節(jié) 資源基礎(chǔ)戰(zhàn)略 ························· 68
一、尋租戰(zhàn)略 ········· 68
二、成長戰(zhàn)略 ········· 69
三、質(zhì)量戰(zhàn)略 ········· 70
第四節(jié) 產(chǎn)業(yè)類型與戰(zhàn)略選擇 ················ 71
一、產(chǎn)業(yè)生命周期的內(nèi)涵 ································ 71
二、產(chǎn)業(yè)生命周期對戰(zhàn)略選擇的影響 ················· 72
第五節(jié) 創(chuàng)業(yè)戰(zhàn)略和創(chuàng)業(yè)機遇評估 ·········· 79
一、識別資源 ········· 79
二、分析企業(yè)能力 ··· 80
三、分析競爭優(yōu)勢 ··· 80
四、選擇戰(zhàn)略 ········· 80
五、回顧反饋 ········· 80
本章小結(jié) ····· 81
思考題········· 82
第四章 創(chuàng)業(yè)機會分析 ······························· 84
本章學習目的 ····································· 84
第一節(jié) 創(chuàng)業(yè)機會的內(nèi)涵及其演進 ·········· 85
一、創(chuàng)業(yè)機會的內(nèi)涵 85
二、創(chuàng)業(yè)機會的演進 87
第二節(jié) 創(chuàng)業(yè)機會的來源與搜索 ············· 89
一、創(chuàng)業(yè)機會的來源 89
二、創(chuàng)業(yè)機會的搜索 93
第三節(jié) 創(chuàng)業(yè)機會的篩選 ······················ 96
一、創(chuàng)業(yè)機會評價框架 ··································· 96
二、創(chuàng)業(yè)評價指標選取 ··································· 98
VIII 創(chuàng)業(yè)管理
三、創(chuàng)業(yè)機會評價的方法 ······························· 103
本章小結(jié) ····104
思考題········105
第五章 商業(yè)模式開發(fā) ······························106
本章學習目的 ····································106
第一節(jié) 商業(yè)模式的內(nèi)涵 ·····················106
一、商業(yè)模式的概念 ····································· 106
二、商業(yè)模式的重要性 ·································· 108
三、商業(yè)模式的浮現(xiàn) ····································· 111
第二節(jié) 商業(yè)模式設(shè)計 ························114
一、核心戰(zhàn)略 ········ 115
二、戰(zhàn)略資源 ········ 116
三、伙伴網(wǎng)絡 ········ 118
四、顧客界面 ········ 120
第三節(jié) 商業(yè)模式應用實例分析 ············122
一、百度公司 ········ 122
二、聯(lián)想公司 ········ 125
三、蘋果公司 ········ 129
本章小結(jié) ····131
思考題········131
第六章 創(chuàng)業(yè)團隊組建 ······························133
本章學習目的 ····································133
第一節(jié) 創(chuàng)業(yè)者特質(zhì) ···························134
一、創(chuàng)業(yè)者的品質(zhì) ·· 134
二、創(chuàng)業(yè)者素質(zhì)培養(yǎng) ····································· 140
第二節(jié) 新創(chuàng)企業(yè)團隊構(gòu)成 ··················145
一、企業(yè)創(chuàng)建者 ····· 146
二、核心員工 ········ 148
三、董事會 ··········· 149
四、專業(yè)顧問 ········ 150
五、其他專業(yè)人員 ·· 151
第三節(jié) 創(chuàng)業(yè)團隊管理 ························152
一、創(chuàng)業(yè)團隊組建的原則 ······························· 152
目 錄 IX
二、優(yōu)秀創(chuàng)業(yè)團隊的理念 ······························· 154
三、創(chuàng)業(yè)團隊績效的衡量與提升 ······················ 157
本章小結(jié) ····159
思考題········159
第七章 撰寫創(chuàng)業(yè)計劃書 ··························161
本章學習目的 ····································161
第一節(jié) 創(chuàng)業(yè)計劃書的內(nèi)涵與價值 ·········161
一、創(chuàng)業(yè)計劃書的內(nèi)涵 ·································· 162
二、創(chuàng)業(yè)計劃書的價值 ·································· 164
第二節(jié) 創(chuàng)業(yè)計劃書的框架結(jié)構(gòu)與核心內(nèi)容 ···································166
一、創(chuàng)業(yè)計劃書撰寫的基本步驟 ······················ 166
二、創(chuàng)業(yè)計劃書撰寫的框架結(jié)構(gòu) ······················ 167
三、創(chuàng)業(yè)計劃書撰寫的核心內(nèi)容 ······················ 168
四、撰寫創(chuàng)業(yè)計劃應注意的問題 ······················ 176
五、陳述創(chuàng)業(yè)計劃書時應注意的問題 ················ 180
第三節(jié) 創(chuàng)業(yè)計劃書的評價 ··················181
一、評價主體 ········ 181
二、評價要素 ········ 181
三、評價標準 ········ 182
本章小結(jié) ····183
思考題········184
第八章 創(chuàng)業(yè)融資 185
本章學習目的 ····································185
第一節(jié) 創(chuàng)業(yè)融資渠道 ························185
一、獲得融資的重要性 ·································· 185
二、創(chuàng)業(yè)融資方式與來源 ······························· 187
第二節(jié) 創(chuàng)業(yè)融資過程 ························195
一、融資準備 ········ 195
二、測算資金需求量 ····································· 197
三、確定融資來源 ·· 199
四、融資談判 ········ 200
本章小結(jié) ····201
思考題········201
X 創(chuàng)業(yè)管理
第九章 成立新企業(yè) ··································202
本章學習目的 ····································202
第一節(jié) 新企業(yè)創(chuàng)建的相關(guān)法律 ············202
一、知識產(chǎn)權(quán) ········ 203
二、反不正當競爭法 ····································· 208
三、合同法 ··········· 210
四、勞動保障法 ····· 212
第二節(jié) 新企業(yè)的組織形式 ··················214
一、有限責任公司 ·· 214
二、股份有限公司 ·· 216
三、合伙企業(yè) ········ 219
四、個人獨資企業(yè) ·· 221
五、個體工商戶 ····· 223
六、企業(yè)法律形式的比較與選擇 ······················ 224
第三節(jié) 新企業(yè)名稱設(shè)計與經(jīng)營地點選擇 226
一、新企業(yè)名稱設(shè)計 ····································· 226
二、新企業(yè)注冊登記 ····································· 227
三、新企業(yè)經(jīng)營地點選擇 ······························· 229
本章小結(jié) ····235
思考題········235
第十章 初創(chuàng)期企業(yè)管理 ··························236
本章學習目的 ····································236
第一節(jié) 初創(chuàng)期企業(yè)的人力資源管理 ······236
一、人力資源規(guī)劃 ·· 237
二、招聘和選拔高績效的員工 ························· 238
三、激勵員工 ········ 241
四、留住高績效的員工 ·································· 242
五、企業(yè)文化的建立 ····································· 245
第二節(jié) 初創(chuàng)期企業(yè)的市場營銷管理 ······246
一、市場細分 ········ 247
二、目標市場選擇與市場定位 ························· 248
三、營銷組合策略 ·· 250
四、品牌創(chuàng)建與管理 ····································· 255
第三節(jié) 初創(chuàng)期企業(yè)的財務管理 ············257
目 錄 XI
一、企業(yè)的財務戰(zhàn)略 ····································· 257
二、現(xiàn)金流管理 ····· 258
三、資產(chǎn)管理 ········ 261
本章小結(jié) ····262
思考題········263
第十一章 成長期企業(yè)管理 ··························264
本章學習目的 ····································264
第一節(jié) 企業(yè)成長的本質(zhì) ·····················264
一、企業(yè)成長的內(nèi)涵 ····································· 264
二、企業(yè)成長的過程 ····································· 269
三、企業(yè)成長的挑戰(zhàn) ····································· 271
第二節(jié) 企業(yè)成長模式 ························273
一、愛迪斯企業(yè)生命周期模型 ························· 273
二、葛雷納企業(yè)成長模型 ······························· 275
第三節(jié) 企業(yè)持續(xù)成長的管理重點 ·········277
一、企業(yè)文化建設(shè) ·· 277
二、戰(zhàn)略規(guī)劃 ········ 278
三、企業(yè)組織的調(diào)整 ····································· 279
四、人力資源管理 ·· 280
五、市場營銷策略 ·· 281
六、財務和資金控制 ····································· 282
第四節(jié) 企業(yè)成長戰(zhàn)略選擇 ··················283
一、內(nèi)部成長戰(zhàn)略 ·· 283
二、外部成長戰(zhàn)略 ·· 288
本章小結(jié) ····290
思考題········291
第十二章 公司內(nèi)創(chuàng)業(yè) ··································292
本章學習目的 ····································292
第一節(jié) 公司內(nèi)創(chuàng)業(yè)的內(nèi)涵 ··················292
一、公司內(nèi)創(chuàng)業(yè)定義 ····································· 292
二、公司內(nèi)創(chuàng)業(yè)的特點 ·································· 293
三、公司內(nèi)創(chuàng)業(yè)者的特征 ······························· 294
四、公司內(nèi)創(chuàng)業(yè)的必要性 ······························· 295
XII 創(chuàng)業(yè)管理
五、公司內(nèi)創(chuàng)業(yè)與獨立創(chuàng)業(yè)的異同 ··················· 297
第二節(jié) 公司內(nèi)創(chuàng)業(yè)的過程 ··················299
一、三階段模型 ····· 299
二、五階段模型 ····· 300
三、六階段模型 ····· 301
第三節(jié) 公司內(nèi)創(chuàng)業(yè)的模式選擇 ············303
一、項目小組 ········ 304
二、內(nèi)部創(chuàng)業(yè) ········ 304
三、創(chuàng)業(yè)孵化器 ····· 305
四、公司風險投資 ·· 305
第四節(jié) 公司內(nèi)創(chuàng)業(yè)的障礙及其克服 ······306
一、組織結(jié)構(gòu) ········ 307
二、企業(yè)文化 ········ 307
三、員工 ·············· 308
四、原有業(yè)務 ········ 308
五、創(chuàng)業(yè)資金 ········ 308
六、公司內(nèi)創(chuàng)業(yè)者 ·· 309
本章小結(jié) ····309
思考題········310
參考文獻·····················311