目 录
第一章 创新创业概述 ·················································································001
第一节 创业 ···········································································································002
一、创业的含义 ·······························································································002
二、创业的类型 ·······························································································006
三、创业的一般过程 ·······················································································009
第二节 创业精神 ···································································································011
一、创业精神的含义及本质 ···········································································011
二、创业精神在社会发展中的作用 ·······························································014
三、大学生创业精神的培育 ···········································································014
第三节 我国高校创新创业教育 ···········································································015
一、高校创新创业教育的发展 ·······································································015
二、高校创新创业教育的模式 ·······································································016
三、有效开展高校创新创业教育的措施 ·······················································018
第二章 创业者特征与素养 ·········································································025
第一节 创业者及其特质 ·······················································································027
一、创业者的含义及类型 ···············································································027
二、创业者的特质 ···························································································028
第二节 创业者的素质培养 ···················································································032
一、创业者应具备的基本知识与技能 ···························································032
二、提高创业者的素质与能力 ·······································································034
三、大学生创业者个人素质认知 ···································································034
第三节 创业者个性影响因素 ···············································································037
一、家庭对创业者个性的影响 ·······································································037
二、社会文化因素对创业者个性的影响 ·······················································037
三、社会实践因素对创业者个性的影响 ·······················································038
第三章 创业机会识别 ·················································································043
第一节 创新与创业 ·······························································································044
VIII
大学生创新创业
一、创新的含义 ·······························································································044
二、具有价值潜力的创意的特征 ···································································044
三、创新与创业的联系 ···················································································045
四、创业机会与商业机会 ···············································································046
五、创业机会的特征与类型 ···········································································047
第二节 产生创意的方法 ·······················································································049
一、调查法 ·······································································································049
二、焦点小组法 ·······························································································049
三、环境分析法 ·······························································································050
四、头脑风暴法 ·······························································································051
五、斯坎普法 ···································································································052
第三节 发现创业机会 ···························································································053
一、在“不满意”中找机会 ···········································································053
二、在热点变化中寻找机会 ···········································································055
三、市场缝隙中找机会 ···················································································057
四、利用专业技能寻找机会 ···········································································057
第四节 创业机会的识别与评估 ···········································································059
一、识别创业机会的一般过程 ·······································································059
二、识别创业机会的原则 ···············································································060
三、创业机会的评价 ·······················································································061
第四章 创业团队 ························································································068
第一节 创业团队概述 ···························································································068
一、创业团队的内涵 ·······················································································069
二、创业团队的类型 ·······················································································071
三、团队创业的优劣势分析 ···········································································072
第二节 创业团队的组建 ·······················································································072
一、组建创业团队的必备条件 ·······································································072
二、创业团队构成 ···························································································074
三、创业团队组建的方法 ···············································································077
第三节 团队激励与文化建设 ···············································································079
一、创业团队激励 ···························································································079
二、企业文化建设 ···························································································080
第四节 创业企业组织设计 ···················································································082
一、企业组织设计的原则 ···············································································082
二、创业企业组织结构的选择 ·······································································085
目 录
IX
第五章 创业融资 ························································································089
第一节 中小企业创业融资难的成因 ···································································090
一、创业企业融资难的理论解释 ···································································090
二、中小企业创业融资困难的原因 ·······························································091
三、解决中小企业融资难的措施 ···································································092
第二节 创业企业融资成本 ···················································································093
一、融资成本的概念 ·······················································································093
二、融资成本的性质 ·······················································································094
三、融资成本的作用 ·······················································································094
第三节 创业企业融资流程 ···················································································095
一、建立创业企业信用 ···················································································095
二、科学预估资金需求 ···················································································096
三、完善创业计划书 ·······················································································100
四、明确融资渠道、融资方式 ·······································································100
五、有效推进融资谈判 ···················································································101
第四节 创业融资的渠道和方式 ···········································································101
一、融资渠道和融资方式 ···············································································101
二、创业者主要融资渠道 ···············································································105
第五节 债权融资与股权融资 ···············································································109
一、债权融资 ···································································································109
二、股权融资 ···································································································111
三、公司股权融资和债权融资的对比分析 ···················································114
第六节 创业融资的过程 ·······················································································115
一、确定意向目标 ···························································································115
二、做好基础准备 ···························································································116
三、准备文件 ···································································································116
四、初次会谈 ···································································································117
五、价格谈判 ···································································································117
六、签署文件 ···································································································118
第六章 新创企业设计 ·················································································122
第一节 企业商业模式的设计 ···············································································124
一、商业模式的定义和本质 ···········································································124
二、商业模式的创新 ·······················································································125
三、商业模式的设计与评价 ···········································································126
大学生创新创业
第二节 企业的法律形式 ·······················································································131
一、个人独资企业 ···························································································131
二、合伙企业 ···································································································132
三、公司制企业 ·······························································································133
第三节 新创企业的一般流程 ···············································································135
一、创办新企业 ·······························································································135
二、收购现有企业 ···························································································141
第七章 新创企业的管理 ·············································································148
第一节 新创企业的组织结构设计 ·······································································148
一、组织结构的含义和内容 ···········································································148
二、组织结构设计的原则 ···············································································149
三、组织结构的基本类型 ···············································································150
第二节 新创企业的人力资源管理 ·······································································154
一、工作分析 ···································································································155
二、人力资源规划 ···························································································156
三、员工招聘 ···································································································157
四、培训与开发 ·······························································································158
五、薪酬与福利 ·······························································································158
六、绩效考评 ···································································································160
七、劳动关系 ···································································································160
第三节 新创企业的市场营销管理 ·······································································161
一、市场营销和市场营销管理的含义 ···························································161
二、市场营销管理过程 ···················································································161
三、市场营销组合4P策略 ·············································································162
第四节 新创企业的财务管理 ···············································································164
一、财务管理相关概念 ···················································································164
二、资金管理和利润管理 ···············································································165
三、财务报表编制 ···························································································168
第八章 创业风险防范与管理 ······································································178
第一节 创业风险的概述 ·······················································································179
一、风险及创业风险的含义 ···········································································179
二、创业风险的特征 ·······················································································179
第二节 创业风险的来源及类型 ···········································································180
目 录
一、创业风险的来源 ·······················································································180
二、创业风险的类型 ·······················································································182
第三节 创业风险的识别 ·······················································································186
一、创业风险的识别 ·······················································································186
二、创业风险的评估 ·······················································································187
第四节 创业风险管理 ···························································································188
一、创业风险管理概述 ···················································································188
二、创业风险的管理方法 ···············································································192
第五节 融资风险的规避 ·······················································································195
一、采用多元融资渠道 ···················································································195
二、常见创业融资陷阱 ···················································································195
三、建立风险防范机制 ···················································································197
第六节 经营风险的规避 ·······················································································197
一、采购风险防范与控制 ···············································································198
二、生产风险的防范与控制 ···········································································198
三、销售风险的防范与控制 ···········································································199
四、结算风险的防范与控制 ···········································································199
五、人力风险的防范与控制 ···········································································200
第九章 创业计划书 ····················································································203
第一节 创业计划书概述 ·······················································································204
一、创业计划书的概念 ···················································································204
二、创业计划书的作用 ···················································································204
三、撰写创业计划书应遵循的原则 ·······························································205
第二节 创业计划书的内容 ···················································································206
一、摘要 ···········································································································206
二、公司概况 ···································································································206
三、产品（服务） ···························································································206
四、行业和市场 ·······························································································207
五、营销策略 ···································································································208
六、生产计划 ···································································································208
七、组织与管理 ·······························································································209
八、财务分析 ···································································································209
九、风险分析 ···································································································210
十、退出方式 ···································································································210
大学生创新创业
第三节 撰写令人信服的创业计划书 ···································································211
一、创业计划书令人信服的四个要素 ···························································211
二、循序渐进完成创业计划书 ·······································································212
三、大学生撰写创业计划书注意的问题 ·······················································214
附录1 教育部关于做好2021届全国普通高校毕生就业创业工作的通知 ·····222
附录2 教育部办公厅关于推荐全国普通高校毕业生就业创业指导委员会
委员的通知 ·····················································································227
习题答案 ······································································································231
参考文献 ······································································································247
