本文選題：3D眼鏡 + 天貓商城��； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：G公司是是一家以生產(chǎn)3D眼鏡的小規(guī)模民營(yíng)企業(yè)，主要是為3D電視、電腦和電影院配套3D眼鏡，在國(guó)內(nèi)首先開發(fā)出全兼容的3D快門眼鏡。 論文首先對(duì)3D眼鏡市場(chǎng)需求與產(chǎn)品技術(shù)進(jìn)行了分析，，發(fā)現(xiàn)3D眼鏡市場(chǎng)需求呈急劇上升趨勢(shì)，同時(shí)將G公司的3D眼鏡產(chǎn)品與目前市場(chǎng)上的競(jìng)爭(zhēng)產(chǎn)品進(jìn)行比較，得出本產(chǎn)品所具有的技術(shù)優(yōu)勢(shì)。同時(shí)也支出3D眼鏡行業(yè)普遍面臨的營(yíng)銷問(wèn)題，提出要投入電子商務(wù)，直接將產(chǎn)品銷售給客戶。然后，論文對(duì)目前的競(jìng)爭(zhēng)態(tài)勢(shì)及公司的競(jìng)爭(zhēng)優(yōu)勢(shì)進(jìn)行了分析，并通過(guò)SWOT分析，指出了公司存在的機(jī)會(huì)與威脅、公司內(nèi)部的優(yōu)勢(shì)與劣勢(shì)，進(jìn)一步說(shuō)明G公司可以而且有能力直接生產(chǎn)和銷售3D眼鏡產(chǎn)品。論文提出的電子商務(wù)項(xiàng)目，是在市場(chǎng)需求分析，市場(chǎng)細(xì)分等分析的基礎(chǔ)上，確定了公司的目標(biāo)市場(chǎng)。接著，分析了公司與競(jìng)爭(zhēng)對(duì)手相比較的情況，提出了公司目標(biāo)市場(chǎng)的營(yíng)銷策略。為了保證公司項(xiàng)目投資的順利進(jìn)行，論文對(duì)項(xiàng)目投資金額、各種預(yù)算進(jìn)行了設(shè)計(jì)與安排，還從凈現(xiàn)值、投資收益率、投資回收期等指標(biāo)該項(xiàng)目投資的效益進(jìn)行了評(píng)價(jià)，并且對(duì)可能的風(fēng)險(xiǎn)進(jìn)行了預(yù)測(cè)和評(píng)估。投資預(yù)算50萬(wàn)，預(yù)計(jì)1年內(nèi)凈現(xiàn)值35萬(wàn)元、年投資利潤(rùn)率1.68、投資回收期7個(gè)月年。論文提出的投資天貓商城項(xiàng)目，它不僅是市場(chǎng)需要，而且風(fēng)險(xiǎn)小，見效快，收益率高，成本低，特別適合中小企業(yè)。
[Abstract]:G company is a small scale private enterprise to produce 3D glasses, mainly for 3D TV, computer and cinema matching 3D glasses, the first in China to develop a fully compatible 3D shutter glasses. Firstly, the paper analyzes the market demand and product technology of 3D glasses, and finds that the market demand of 3D glasses is rising sharply. At the same time, the 3D glasses products of G Company are compared with the competitive products in the current market. The technical advantages of this product are obtained. At the same time, also expend the marketing problem that 3D glasses industry generally faces, propose to invest in electronic commerce, sell the product directly to the customer. Then, the paper analyzes the current competitive situation and the competitive advantages of the company, and through SWOT analysis, points out the opportunities and threats, the internal strengths and weaknesses of the company. Further explains that G Company can and has the ability to produce and sell 3D glasses directly. Based on the analysis of market demand and market segmentation, the paper defines the target market of the company. Then, the comparison between the company and its competitors is analyzed, and the marketing strategy of the target market is put forward. In order to ensure the smooth progress of the company's project investment, the paper designs and arranges the project investment amount and various budgets, and evaluates the benefit of the project investment from the net present value, the investment return rate, the investment payback period, and so on. The possible risks are predicted and evaluated. The investment budget is 500000, the net present value is estimated to be 350000 yuan in one year, the annual investment profit margin is 1.68, and the investment recovery period is 7 months. The investment project of Tmall Mall, which is not only the need of market, but also has small risk, quick effect, high rate of return and low cost, which is especially suitable for small and medium-sized enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F722;F426.8

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本文編號(hào)：1960661