北京立达家具有限公司《虚拟体验式“筑家网”》项目策划书

发布时间：2019-06-18 15:45

【摘要】：网上购物在发达国家以及很多发展中的国家已经很是普及。随着虚拟体验技术的不断升级与发展,在网络无所不在的今天,商家们可以把他们的产品放在宽泛的网络环境下,借由虚拟体验技术充分地展示出来。这样,人们便能够通过互动操作,方便快捷地在网络上搜获更多的同类商品信息,并通过视觉、听觉等经由虚拟体验式的独特技术进行逼真的体验,从而感受与比较不同商品的品质与个性,并将这种生动逼真的美好体验分享给他们的亲朋好友。这种基于虚拟体验技术的商品展示方式相比较传统的实体店商品展示而言,具有许多明显的优势：长期来看运营成本更低、所消耗的人力物力更少,不受地域、空间和时间的限制等等,为此不仅会受到商家们的亲睐,也更会受到崇尚物廉价美的网络客户们的欢迎。 Pine and Gilmore(1998)指出：二十一世纪已进入体验式经济时代,未来营销战场将集中于消费体验的建立。本论文的主角是北京立家立达家具有限公司,它是一个成长中的小型企业,受近几年整个国内房产及家具行业低迷影响,销售情况一直不容乐观,致使公司整体发展进程缓慢。为了摆脱这一局面,实现企业的高速发展,公司决定在坚持以质量为要点的前提下,结合信息时代的特点,建立一个基于虚拟体验模式的家具销售网络平台-筑家网。筑家网项目运用了比较前沿的CTB概念,并将虚拟体验技术与现实生活中的产品体验相融合,为客户提供足不出户,便可对家具产品进行“仿真”体验环境。此外,线上下单的便捷性,也将进一步促动网络客户直接通过网络购买他们在“筑家网“上体验到的心仪家具产品。本论文从“筑家网“项目的研究意义、提出背景、必要性和可行性等方面对该项目情况进行了详细介绍；并通过对家具行业的销售演变历史、家具网络市场的竞争力和需求分析,论证了家具销售网络平台的发展前景,并根据市场情况和本项目的优劣势确定了符合“筑家网”项目特点的网站内容框架、组织管理结构以及营销策略。此外,本论文对“筑家网”项目的投资计划和盈利状况也都进行了预测分析,以此增强投资者的信心。为降低该项目的运营风险,本论文就可能存在的各类风险也进行了分析,并提出了相应的规避或降低风险的对策；作者通过对本项目实施后所产生的相关效益的分析,再一次论证了本项目的必要性和重要性。
[Abstract]:The online shopping in developed countries, as well as in many developing countries, has been very popular. With the continuous upgrade and development of the virtual experience technology, in the ubiquitous network of the network, the merchants can put their products in a broad network environment, and are fully shown by the virtual experience technology. In this way, people can easily and quickly find more of the same kind of commodity information on the network through the interactive operation, and can make a vivid experience through the unique technology of the virtual experience through the vision, the hearing and the like, thereby feeling and comparing the quality and the personality of different commodities, And share this vivid and vivid experience to their friends and family. The commodity display mode based on the virtual experience technology has a plurality of obvious advantages compared with the traditional solid-store commodity display, To this end, not only will it be affected by the merchants, but also be welcomed by the network customers of cheap and cheap beauty. Pine and Gilmore (1998) pointed out that the 21st century has entered the experience-based economy era, and the future marketing battlefield will focus on the construction of the consumption experience The main character of this thesis is Beijing Lijiaganda Furniture Co., Ltd., which is a small and medium-sized small enterprise, which is affected by the downturn of the whole domestic real estate and the furniture industry in recent years. The sales situation is not optimistic, which causes the whole company to develop in the whole. In order to get rid of this situation and realize the high-speed development of the enterprise, the company decided to establish a furniture sales network platform based on the virtual experience mode on the premise of insisting on the quality as the key point and combining with the characteristics of the information age. Build a home network. The project of building a home network uses the CTB concept at the front of the comparison, and combines the virtual experience technology with the product experience in the real life, and provides the customer with no account, and can make a "trunk>" simulation " Experience the environment. In addition, the convenience of the line up and down list will further encourage the network customers to purchase the heart they experience on the "to build a network" directly through the network The article introduces the project in detail from the research significance, the background, the necessity and the feasibility of the "to build a network" project, and through the history of the sales and evolution of the furniture industry, the competition of the furniture network market The analysis of force and demand demonstrates the development prospect of the furniture sales network platform, and determines the content framework of the website which meets the characteristics of the "to build a network" project according to the market conditions and the advantages and disadvantages of the project, and the organization management node In addition, the paper makes a prediction and analysis of the investment plan and the profit status of the "to build a network" project. The confidence of the strong investor. In order to reduce the operational risk of the project, the paper analyzes the various risks that may exist, and puts forward the corresponding measures to avoid or reduce the risk. The author has adopted the project after the implementation of this project. The analysis of the relevant benefits once again demonstrates the project
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.88;F274

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