本文選題：AR技術　切入點：電子商務平臺　出處：《華南理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著人類科學技術水平的發(fā)展和生活水平的提高,人類正邁入繼農(nóng)業(yè)經(jīng)濟、工業(yè)經(jīng)濟、服務經(jīng)濟階段之后的體驗經(jīng)濟時代。其中,增強現(xiàn)實(Augmented Reality,簡稱AR),一種能實時地計算攝影機影像的位置及角度并加上相應圖像、致力于在屏幕上把虛擬世界套在現(xiàn)實世界并進行互動的技術,已趨近爆發(fā)的臨界點,為新的體驗經(jīng)濟帶來了極大的想象空間。與此同時,移動互聯(lián)網(wǎng)浪潮下新興的女性美妝服飾類電商已成功地培養(yǎng)起消費者注重妝飾搭配的意識,為AR技術與妝飾搭配的結合創(chuàng)造了極佳的環(huán)境。SY公司的在線服飾搭配電子商務平臺應運而生,利用自身強大的AR技術,為優(yōu)質妝飾供應商提供了商品展示平臺,也為消費者提供了消費前在線試穿試戴的體驗。伴隨著該平臺的快速成長,SY公司將依托強大的AR技術,分階段實現(xiàn)對整個服飾搭配產(chǎn)業(yè)鏈的整合以及其他不同產(chǎn)業(yè)間的整合,為消費者提供整體裝扮搭配甚至更多其他的解決方案,讓消費者的消費體驗達到極致,帶動整個體驗經(jīng)濟的蓬勃發(fā)展。本文首先對該AR技術項目所涉及的發(fā)展背景和兩種較為重要的營銷手段進行了系統(tǒng)的闡述,然后通過對AR技術項目的發(fā)展與應用情況做出了詳細的總結。緊接著,分別應用波特五力分析模型以及SWOT分析模型對AR技術項目進行了詳盡而深入的形勢分析,并根據(jù)分析結果制定了適合于SY公司實現(xiàn)階段性發(fā)展的動態(tài)戰(zhàn)略規(guī)劃以及“1+3”組合營銷策略。最后,通過探討相應的財務數(shù)據(jù)、投融資計劃、經(jīng)濟效益等內容以及利用不確定性分析尋找相對應的風險,在深刻地洞察AR技術的廣闊應用前景的同時,給出了項目發(fā)展的財務預測分析以及風險對策方案,并對項目的可行性做出了適當程度的預判。
[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.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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