SY公司电子商务平台商业计划书

发布时间：2018-03-03 13:32

本文选题：AR技术　切入点：电子商务平台　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着人类科学技术水平的发展和生活水平的提高,人类正迈入继农业经济、工业经济、服务经济阶段之后的体验经济时代。其中,增强现实(Augmented Reality,简称AR),一种能实时地计算摄影机影像的位置及角度并加上相应图像、致力于在屏幕上把虚拟世界套在现实世界并进行互动的技术,已趋近爆发的临界点,为新的体验经济带来了极大的想象空间。与此同时,移动互联网浪潮下新兴的女性美妆服饰类电商已成功地培养起消费者注重妆饰搭配的意识,为AR技术与妆饰搭配的结合创造了极佳的环境。SY公司的在线服饰搭配电子商务平台应运而生,利用自身强大的AR技术,为优质妆饰供应商提供了商品展示平台,也为消费者提供了消费前在线试穿试戴的体验。伴随着该平台的快速成长,SY公司将依托强大的AR技术,分阶段实现对整个服饰搭配产业链的整合以及其他不同产业间的整合,为消费者提供整体装扮搭配甚至更多其他的解决方案,让消费者的消费体验达到极致,带动整个体验经济的蓬勃发展。本文首先对该AR技术项目所涉及的发展背景和两种较为重要的营销手段进行了系统的阐述,然后通过对AR技术项目的发展与应用情况做出了详细的总结。紧接着,分别应用波特五力分析模型以及SWOT分析模型对AR技术项目进行了详尽而深入的形势分析,并根据分析结果制定了适合于SY公司实现阶段性发展的动态战略规划以及“1+3”组合营销策略。最后,通过探讨相应的财务数据、投融资计划、经济效益等内容以及利用不确定性分析寻找相对应的风险,在深刻地洞察AR技术的广阔应用前景的同时,给出了项目发展的财务预测分析以及风险对策方案,并对项目的可行性做出了适当程度的预判。
[Abstract]:With the development of human science and technology and the improvement of living standard, human beings are entering an era of experience economy after the stages of agricultural economy, industrial economy and service economy. Augmented reality, or ARA, a technology that can calculate the position and angle of the camera image in real time and add the corresponding image to the virtual world on the screen and interact with each other, is approaching the critical point of explosion. At the same time, the new women's ecommerce of women's makeup and clothing has successfully cultivated consumers' awareness of how to make up and match with each other in the face of the new experience economy. It creates an excellent environment for the combination of AR technology and adornment collocation. The online dress matching e-commerce platform of SY Company emerges as the times require. With its powerful AR technology, it provides a commodity display platform for high-quality dresser suppliers. With the rapid growth of the platform, our company will rely on powerful AR technology to realize the integration of the whole clothing matching industry chain and other industries in stages. To provide consumers with an overall outfit and even more other solutions to the consumer's consumption experience to the extreme, This paper first describes the development background and two important marketing methods of the AR technology project. Then through the development and application of AR technology project made a detailed summary. Then, respectively using Porter five forces analysis model and SWOT analysis model to carry out detailed and in-depth situation analysis of AR technology project. According to the results of the analysis, the dynamic strategic planning and "13" combination marketing strategy suitable for sy company to realize the stage development are worked out. Finally, through the discussion of the corresponding financial data, the investment and financing plan, The economic benefits and using uncertainty analysis to find the corresponding risks, while deeply understanding the broad application prospects of AR technology, the financial forecasting analysis and risk countermeasures for the development of the project are given. And the feasibility of the project to make a proper degree of prediction.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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