创新创业基础 第2版

全书基于数智时代背景，从创新创业基础理论、思维和能力三个层面展开，不仅盖了认识 创业、创新基础、创业者、精益创业、创业机会、可行性分析、商业模式、创业团队、创业融资 企业创建与成长等核心内容，还融人了社会创业等新内容。针对创业项目选择、创业团队组建、 创业计划编写、创业融资、初创企业管理等初创团队可能遇到的问题，本书提供了系统的理论知 识和相关解决方案。全书还涌盖了行业前沿企业和初创企业实践等大量案例，设计了本章要点 行动学习、思维训练、问题回顾和参考文献等配套内容，可以帮助读者高效拓展创业知识和提升 创新创业能力。

刘志阳，上海财经大学商学院副院长、创业学院执行副院长、中国社会创业研究中心主任，教授、博士生导师。教育部高等学校创新创业教育指导委员会委员、上海行为科学研究会副秘书长等。主要从事创业管理、社会创业、风险投资与新兴产业研究，主持国家和省部级课题近10项，先后出版了《创业资本的金融政治经济学》等著作，主编《创业管理》《创业画布》等教材，在《中国工业经济》《管理世界》等期刊上发表论文数十篇，在SCI、SSCI刊物上发表论文十余篇。曾获全国创业教育先进个人、上海市哲学社会科学优秀论文二等奖、上海市决策咨询奖等，所开发的案例《即略网络公司的创业过程》《B公司圈子创业的是与非》《人人猎头的众包模式》入选第三、四、五届全国MBA教育指导委员会百篇优秀案例奖。

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