前言
第 1 章　认识创业 ························· 1
引例　智慧医疗：数字时代的医疗创新 ··· 1
1.1　数字时代的创新创业 ·················· 3
1.2　创业内涵 ································· 9
1.3　创业要素 ································ 12
1.4　创业过程 ································ 20
1.5　创业类型 ································ 21
本章要点 ······································· 22
行动学习 ······································· 23
思维训练 ······································· 23
问题回顾 ······································· 23
参考文献 ······································· 24
第 2 章　创新基础 ························ 25
引例　小鹏汇天 : 飞行汽车赛道黑马 ···· 25
2.1　创新历史进程 ·························· 26
2.2　创新理论模型 ·························· 31
2.3　创新思维 ································ 36
2.4　创新与创业 ····························· 41
本章要点 ······································· 44
行动学习 ······································· 44
思维训练 ······································· 45
问题回顾 ······································· 45
参考文献 ······································· 45
第 3 章　创业者 ···························· 46
引例　一个传奇企业家的创业故事 ······· 46
3.1　创业者人格特质 ······················· 47
3.2　创业者素质 ····························· 50
3.3　创业者选择 ····························· 54
本章要点 ······································· 58
行动学习 ······································· 58
思维训练 ······································· 59
问题回顾 ······································· 59
参考文献 ······································· 59
第 4 章　精益创业 ························ 61
引例　小米科技的精益创业之路 ········· 61
4.1　精益创业概述 ·························· 63
4.2　精益创业的三大法宝 ················· 66
4.3　精益创业画布 ·························· 71
本章要点 ······································· 76
行动学习 ······································· 76
思维训练 ······································· 76
问题回顾 ······································· 77
参考文献 ······································· 77
第 5 章　创业机会 ························ 78
引例 从校园创业到潮玩巨头：王宁
　　　与泡泡玛特的崛起之路 ············ 78
5.1　创意与创业机会 ······················· 80
CONTENTS
VIII
5.2　创业机会来源 ·························· 87
5.3　创业机会识别 ·························· 89
5.4　创业机会评价 ·························· 98
本章要点 ····································· 101
行动学习 ····································· 102
思维训练 ····································· 102
问题回顾 ····································· 103
参考文献 ····································· 103
第 6 章　可行性分析 ··················· 104
引例　马斯克的创业奇迹之路 ·········· 104
6.1　商业可行性分析 ····················· 105
6.2　可行性分析工具 ····················· 109
6.3　创业计划书撰写 ······················116
6.4　创业计划书评估 ····················· 123
本章要点 ····································· 126
行动学习 ····································· 126
思维训练 ····································· 126
问题回顾 ····································· 127
参考文献 ····································· 127
第 7 章　商业模式 ······················ 128
引例　三只松鼠的商业模式 ············· 128
7.1　商业模式概述 ························ 129
7.2　商业模式内容 ························ 135
7.3　商业模式设计 ························ 144
本章要点 ····································· 148
行动学习 ····································· 148
思维训练 ····································· 149
问题回顾 ····································· 150
参考文献 ····································· 150
第 8 章　创业团队 ······················ 152
引例 谁在管理小红书：斯坦福同
　　　学会和挖来的大厂高管 ·········· 152
8.1　创业团队概述 ························ 153
8.2　创业团队的构成 ····················· 156
8.3　创业团队的组建 ····················· 163
8.4　创业团队的管理 ····················· 168
本章要点 ····································· 179
行动学习 ····································· 179
思维训练 ····································· 180
问题回顾 ····································· 180
参考文献 ····································· 180
第 9 章　创业融资 ······················ 182
引例　一家虚拟的社交类企业的
　　　融资历程 ···························· 182
9.1　融资方式 ······························ 184
9.2　创业投资 ······························ 189
9.3　创业融资决策过程管理 ············ 194
9.4　创业融资注意事项 ·················· 197
本章要点 ····································· 199
行动学习 ····································· 200
思维训练 ····································· 200
问题回顾 ····································· 200
参考文献 ····································· 200
第 10 章　企业创建与成长 ··········· 202
引例　SHEIN 的创建与发展 ············ 202
10.1　企业创建 ···························· 203
10.2　成长环境 ···························· 207
10.3　成长阶段 ···························· 213
10.4　成长战略 ···························· 219
10.5　价值创新战略 ······················· 224
10.6　共演战略 ···························· 226
10.7　企业传承 ···························· 237
本章要点 ····································· 241
行动学习 ····································· 241
IX
思维训练 ····································· 242
问题回顾 ····································· 242
参考文献 ····································· 242
第 11 章　社会创业 ···················· 244
引例　从沙漠到绿洲：SEKEM 的社会
　　　创业之路 ···························· 244
11.1　社会创业内涵 ······················· 245
11.2　社会企业的类型 ···················· 249
11.3　社会创业的现状 ···················· 252
11.4　数字时代社会创业运行机制 ····· 255
本章要点 ····································· 260
行动学习 ····································· 260
思维训练 ····································· 260
问题回顾 ····································· 261
参考文献 ····································· 261