创业管理

　　本书以新企业创建及管理为主线，从创业管理入门、创业环境、创业企业战略选择、创业机会分析、商业模式开发、创业团队组建、创业计划书撰写、创业企业融资、成立新企业、初创期企业管理、成长期企业管理和公司内创业十二个方面系统阐述了创业管理理论、知识、方法与技能，既具有理论高度，又具有较强的实践操作性。本书既可以用做高等院校工商管理专业及全体本专科生的创业基础教材，亦可用作创业者、企业家及管理者的自学用书。

　　张秀娥，吉林大学商学院教授、博士生导师，研究方向为创业与创新管理。1999毕业于吉林大学经济学院，获硕士学位；2003年毕业于吉林大学东北亚研究院，获博士学位；曾在德国卡尔杜伊斯堡学院做高级访问学者。在国内外期刊上发表论文200余篇，其中100余篇被CSSCI收录，出版专著7部，获省部级奖励6项。主持并完成国家软科学重大项目、教育部人文社会科学研究项目等国家及省部级项目60余项。

第一章 创业管理入门 ·································1
本章学习目的 ·1
第一节 创新创业与创业精神的内涵 ·········1
一、创新与创业的内涵 ····································· 1
二、创业精神的内涵 ·· 6
第二节 创业的类型 ······························8
一、机会型创业与生存型创业 ···························· 8
二、传统技能型创业、高新技术型创业和服务型创业 ·································· 10
三、个体创业与公司创业 ································ 10
四、薪水替代型企业、生活方式型企业、创业企业 11
第三节 创业的价值 ···························· 11
一、创业与经济增长 12
二、创业与创新能力培育 ································ 12
三、创业与带动就业 13
四、创业与产业结构优化 ································ 14
第四节 创业过程 ······························· 14
一、决定成为创业者 14
二、识别与评价创业机会 ································ 15
三、开发创业机会 ··· 15
四、管理并使创业企业持续成长 ······················· 15
第五节 国内外创业活动发展状况 ·········· 16
一、主要发达国家创业活动发展状况 ················· 16
二、我国创业历程与现状 ································ 22
目 录
VI 创业管理
第六节 创业教育 ······························· 26
一、国外的创业教育 26
二、我国的创业教育 29
本章小结 ····· 31
思考题········· 31
第二章 创业环境 · 32
本章学习目的 ····································· 32
第一节 经营环境分析过程 ··················· 33
一、扫描环境 ········· 33
二、监控环境 ········· 34
三、预测环境 ········· 34
四、评估环境 ········· 34
第二节 宏观环境 ······························· 35
一、政治法律环境 ··· 35
二、经济环境 ········· 36
三、技术环境 ········· 36
四、社会人口统计分析 ··································· 37
五、生态分析 ········· 38
第三节 机遇来源 ······························· 38
一、意外情况 ········· 38
二、不协调 ············ 39
三、程序需要 ········· 39
四、产业和市场结构变化 ································ 40
五、人口统计 ········· 40
六、认识的变化 ······ 40
七、新知识 ············ 41
第四节 产业与竞争者分析 ··················· 41
一、产业分析 ········· 41
二、竞争对手分析 ··· 50
第五节 GEM 创业环境分析方法 ············ 51
一、GEM简介 ········· 51
二、GEM概念模型及创业环境条件 ···················· 52
本章小结 ····· 58
思考题········· 58
目 录 VII
第三章 创业战略选择 ······························· 60
本章学习目的 ····································· 60
第一节 创业与战略 ···························· 60
一、战略的内涵 ······ 60
二、创业企业战略管理 ··································· 62
第二节 创业起步阶段战略 ··················· 62
一、主要推动要素 ··· 62
二、次要推动要素 ··· 64
第三节 资源基础战略 ························· 68
一、寻租战略 ········· 68
二、成长战略 ········· 69
三、质量战略 ········· 70
第四节 产业类型与战略选择 ················ 71
一、产业生命周期的内涵 ································ 71
二、产业生命周期对战略选择的影响 ················· 72
第五节 创业战略和创业机遇评估 ·········· 79
一、识别资源 ········· 79
二、分析企业能力 ··· 80
三、分析竞争优势 ··· 80
四、选择战略 ········· 80
五、回顾反馈 ········· 80
本章小结 ····· 81
思考题········· 82
第四章 创业机会分析 ······························· 84
本章学习目的 ····································· 84
第一节 创业机会的内涵及其演进 ·········· 85
一、创业机会的内涵 85
二、创业机会的演进 87
第二节 创业机会的来源与搜索 ············· 89
一、创业机会的来源 89
二、创业机会的搜索 93
第三节 创业机会的筛选 ······················ 96
一、创业机会评价框架 ··································· 96
二、创业评价指标选取 ··································· 98
VIII 创业管理
三、创业机会评价的方法 ······························· 103
本章小结 ····104
思考题········105
第五章 商业模式开发 ······························106
本章学习目的 ····································106
第一节 商业模式的内涵 ·····················106
一、商业模式的概念 ····································· 106
二、商业模式的重要性 ·································· 108
三、商业模式的浮现 ····································· 111
第二节 商业模式设计 ························114
一、核心战略 ········ 115
二、战略资源 ········ 116
三、伙伴网络 ········ 118
四、顾客界面 ········ 120
第三节 商业模式应用实例分析 ············122
一、百度公司 ········ 122
二、联想公司 ········ 125
三、苹果公司 ········ 129
本章小结 ····131
思考题········131
第六章 创业团队组建 ······························133
本章学习目的 ····································133
第一节 创业者特质 ···························134
一、创业者的品质 ·· 134
二、创业者素质培养 ····································· 140
第二节 新创企业团队构成 ··················145
一、企业创建者 ····· 146
二、核心员工 ········ 148
三、董事会 ··········· 149
四、专业顾问 ········ 150
五、其他专业人员 ·· 151
第三节 创业团队管理 ························152
一、创业团队组建的原则 ······························· 152
目 录 IX
二、优秀创业团队的理念 ······························· 154
三、创业团队绩效的衡量与提升 ······················ 157
本章小结 ····159
思考题········159
第七章 撰写创业计划书 ··························161
本章学习目的 ····································161
第一节 创业计划书的内涵与价值 ·········161
一、创业计划书的内涵 ·································· 162
二、创业计划书的价值 ·································· 164
第二节 创业计划书的框架结构与核心内容 ···································166
一、创业计划书撰写的基本步骤 ······················ 166
二、创业计划书撰写的框架结构 ······················ 167
三、创业计划书撰写的核心内容 ······················ 168
四、撰写创业计划应注意的问题 ······················ 176
五、陈述创业计划书时应注意的问题 ················ 180
第三节 创业计划书的评价 ··················181
一、评价主体 ········ 181
二、评价要素 ········ 181
三、评价标准 ········ 182
本章小结 ····183
思考题········184
第八章 创业融资 185
本章学习目的 ····································185
第一节 创业融资渠道 ························185
一、获得融资的重要性 ·································· 185
二、创业融资方式与来源 ······························· 187
第二节 创业融资过程 ························195
一、融资准备 ········ 195
二、测算资金需求量 ····································· 197
三、确定融资来源 ·· 199
四、融资谈判 ········ 200
本章小结 ····201
思考题········201
X 创业管理
第九章 成立新企业 ··································202
本章学习目的 ····································202
第一节 新企业创建的相关法律 ············202
一、知识产权 ········ 203
二、反不正当竞争法 ····································· 208
三、合同法 ··········· 210
四、劳动保障法 ····· 212
第二节 新企业的组织形式 ··················214
一、有限责任公司 ·· 214
二、股份有限公司 ·· 216
三、合伙企业 ········ 219
四、个人独资企业 ·· 221
五、个体工商户 ····· 223
六、企业法律形式的比较与选择 ······················ 224
第三节 新企业名称设计与经营地点选择 226
一、新企业名称设计 ····································· 226
二、新企业注册登记 ····································· 227
三、新企业经营地点选择 ······························· 229
本章小结 ····235
思考题········235
第十章 初创期企业管理 ··························236
本章学习目的 ····································236
第一节 初创期企业的人力资源管理 ······236
一、人力资源规划 ·· 237
二、招聘和选拔高绩效的员工 ························· 238
三、激励员工 ········ 241
四、留住高绩效的员工 ·································· 242
五、企业文化的建立 ····································· 245
第二节 初创期企业的市场营销管理 ······246
一、市场细分 ········ 247
二、目标市场选择与市场定位 ························· 248
三、营销组合策略 ·· 250
四、品牌创建与管理 ····································· 255
第三节 初创期企业的财务管理 ············257
目 录 XI
一、企业的财务战略 ····································· 257
二、现金流管理 ····· 258
三、资产管理 ········ 261
本章小结 ····262
思考题········263
第十一章 成长期企业管理 ··························264
本章学习目的 ····································264
第一节 企业成长的本质 ·····················264
一、企业成长的内涵 ····································· 264
二、企业成长的过程 ····································· 269
三、企业成长的挑战 ····································· 271
第二节 企业成长模式 ························273
一、爱迪斯企业生命周期模型 ························· 273
二、葛雷纳企业成长模型 ······························· 275
第三节 企业持续成长的管理重点 ·········277
一、企业文化建设 ·· 277
二、战略规划 ········ 278
三、企业组织的调整 ····································· 279
四、人力资源管理 ·· 280
五、市场营销策略 ·· 281
六、财务和资金控制 ····································· 282
第四节 企业成长战略选择 ··················283
一、内部成长战略 ·· 283
二、外部成长战略 ·· 288
本章小结 ····290
思考题········291
第十二章 公司内创业 ··································292
本章学习目的 ····································292
第一节 公司内创业的内涵 ··················292
一、公司内创业定义 ····································· 292
二、公司内创业的特点 ·································· 293
三、公司内创业者的特征 ······························· 294
四、公司内创业的必要性 ······························· 295
XII 创业管理
五、公司内创业与独立创业的异同 ··················· 297
第二节 公司内创业的过程 ··················299
一、三阶段模型 ····· 299
二、五阶段模型 ····· 300
三、六阶段模型 ····· 301
第三节 公司内创业的模式选择 ············303
一、项目小组 ········ 304
二、内部创业 ········ 304
三、创业孵化器 ····· 305
四、公司风险投资 ·· 305
第四节 公司内创业的障碍及其克服 ······306
一、组织结构 ········ 307
二、企业文化 ········ 307
三、员工 ·············· 308
四、原有业务 ········ 308
五、创业资金 ········ 308
六、公司内创业者 ·· 309
本章小结 ····309
思考题········310
参考文献·····················311