因近幾十年來網路的使用越來越普及，各種新契機及商業模式的開發讓許多企業的經營更加地成功獲利也更多。本研究商業企劃包含大環境的分析及具體方案的提出讓企業能藉由網路商業的直接代理運送模式使其成功經營並獲利。
透過此商業企劃之不同面向的分析，使其企業能為未來的經營決定執行可能性之方案，其分析面向如下：
• 市場回顧及分析
• 產品回顧及分析
• 文獻回顧
• SWOT,TOWS及4P之分析
• 供應商之分析
• 產業專家問卷之分析
• 電子商務市場計畫
• 財務計畫及其預測

Since the increase in the popularity of the Internet over the past few decades, new opportunities and business models have opened up, allowing business owners to run successful and profitable businesses. The research contained within this business plan serves the purpose of both analyzing the indoor-growth environment in the United States, and laying out a concrete plan on how to start a profitable online business using a dropshipping business model.
Throughout this business plan, a number of methods of analysis will be implemented in order to determine the feasibility and forward action plan that should be taken in order to make this business profitable in the future. The analysis tools and models used can be reviewed below:
• Market overview and analysis
• Product overview and analysis
• E-commerce Business Considerations
• SWOT, TOWS, and 4P analyses
• Supplier analysis
• Industry expert survey analysis
• E-commerce marketing plan
• Financial plan and projections

中文摘要 ii
Abstract iii
Executive Summary iv
Table of Contents v
List of Figures viii
List of Tables ix
Chapter 1- General Introduction 1
1.1 E-commerce in the United States 1
1.1.1 Traditional E-commerce Process 2
1.2 The Dropshipping Process 4
1.3 Research Objective 6
1.4 Company Introduction 7
1.5 Lighting Technology Overview 8
1.5.1 Incandescent Bulbs 9
1.5.2 Compact Fluorescent Lights (CFL) 10
1.5.3 Light Emitting Diodes (LED) 10
1.6 Research Methodology 11
Chapter 2- E-commerce Business Considerations 13
2.1 E-commerce Business Considerations Introduction 13
2.2 E-commerce Benefits 13
2.2.1 Company Size 14
2.2.2 Access to Information 15
2.2.3 Promotional Benefits 15
2.3 E-commerce Disadvantages 16
2.3.1 Customer Acquisition Costs 16
2.3.2 Promotional Difficulties 16
2.3.3 Financial Constraints 18
2.4 Dropshipping Advantages & Disadvantages 18
2.4.1 Benefit 1- Less Initial Capital Requirement 20
2.4.2 Benefit 2- Wide Product Selection 21
2.4.3 Disadvantage 1- Lower Margins 21
2.4.4 Disadvantage 2- Supplier Errors 21
2.4.5 Disadvantage 3- Inventory Errors 22
2.5 Trust & Loyalty 22
2.6 E-commerce Business Considerations Conclusion 24
Chapter 3- Research & Analysis 25
3.1 Business Entities in the United States 25
3.1.1 Sole Proprietorship 25
3.1.2 Limited Liability Corporation (LLC) 26
3.2 Legal Considerations 27
3.3 Market Research 28
3.3.1 General Market Information 28
3.3.2 LED Macroeconomic Industry Overview 28
3.3.3 LED Macroeconomic Growth Drivers 30
3.3.4 Driver 1- Efficiency Innovation 30
3.3.5 Driver 2- Rising Domestic Energy Consumption 32
3.3.6 Driver 3- Large Retailers Shifting Habits 33
3.4 Indoor Agriculture Market Introduction 34
3.4.1 Indoor Agriculture Market Overview 36
3.4.2 Indoor Agriculture Drivers & Forecasts 38
3.4.3 Driver 1- Demand for Local Foods 38
3.4.4 Driver 2- Need for Year-Round Solutions 39
3.5 LED Industry Competitor Profiles 40
3.5.1 Illumitex 40
3.5.2 Heliospectra 42
3.5.3 Competitor Conclusions 44
3.6 Target Market Analysis 44
3.7 LED Suppliers 46
3.7.1 Shenzhen SOSCI Technology Co. 47
3.7.2 E. Shine Systems Limited 48
3.7.3 Supplier Decision 49
3.8 Industry Expert Survey 51
3.8.1 Key Survey Questions 53
Chapter 4- Strategic Modeling 55
4.1 Modeling Overview 55
4.1.1 Model 1- SWOT Analysis 55
4.1.2 Model 2- TOWS Analysis 58
4.1.3 Model 3- 4P Analysis 62
Chapter 5- Marketing & Financial Planning 65
5.1 Marketing Plan 65
5.1.1 Step 1- Develop Effective Keywords 67
5.1.2 Step 2- Link Building 68
5.1.3 Step 3- Web Analytics 69
5.2 Financial Plan 70
5.2.1 Financial Plan Inputs & Assumptions 72
5.2.2 Financial Plan Breakeven Analysis 76
5.2.3 Financial Plan Conclusions 77
Financial Conclusion 78
References 79
Appendix 82

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