本文選題：AR技術(shù)　切入點(diǎn)：電子商務(wù)平臺(tái)　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著人類科學(xué)技術(shù)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(jì)、工業(yè)經(jīng)濟(jì)、服務(wù)經(jīng)濟(jì)階段之后的體驗(yàn)經(jīng)濟(jì)時(shí)代。其中,增強(qiáng)現(xiàn)實(shí)(Augmented Reality,簡(jiǎn)稱AR),一種能實(shí)時(shí)地計(jì)算攝影機(jī)影像的位置及角度并加上相應(yīng)圖像、致力于在屏幕上把虛擬世界套在現(xiàn)實(shí)世界并進(jìn)行互動(dòng)的技術(shù),已趨近爆發(fā)的臨界點(diǎn),為新的體驗(yàn)經(jīng)濟(jì)帶來(lái)了極大的想象空間。與此同時(shí),移動(dòng)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(fèi)者注重妝飾搭配的意識(shí),為AR技術(shù)與妝飾搭配的結(jié)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(wù)平臺(tái)應(yīng)運(yùn)而生,利用自身強(qiáng)大的AR技術(shù),為優(yōu)質(zhì)妝飾供應(yīng)商提供了商品展示平臺(tái),也為消費(fèi)者提供了消費(fèi)前在線試穿試戴的體驗(yàn)。伴隨著該平臺(tái)的快速成長(zhǎng),SY公司將依托強(qiáng)大的AR技術(shù),分階段實(shí)現(xiàn)對(duì)整個(gè)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(fèi)者提供整體裝扮搭配甚至更多其他的解決方案,讓消費(fèi)者的消費(fèi)體驗(yàn)達(dá)到極致,帶動(dòng)整個(gè)體驗(yàn)經(jīng)濟(jì)的蓬勃發(fā)展。本文首先對(duì)該AR技術(shù)項(xiàng)目所涉及的發(fā)展背景和兩種較為重要的營(yíng)銷手段進(jìn)行了系統(tǒng)的闡述,然后通過(guò)對(duì)AR技術(shù)項(xiàng)目的發(fā)展與應(yīng)用情況做出了詳細(xì)的總結(jié)。緊接著,分別應(yīng)用波特五力分析模型以及SWOT分析模型對(duì)AR技術(shù)項(xiàng)目進(jìn)行了詳盡而深入的形勢(shì)分析,并根據(jù)分析結(jié)果制定了適合于SY公司實(shí)現(xiàn)階段性發(fā)展的動(dòng)態(tài)戰(zhàn)略規(guī)劃以及“1+3”組合營(yíng)銷策略。最后,通過(guò)探討相應(yīng)的財(cái)務(wù)數(shù)據(jù)、投融資計(jì)劃、經(jīng)濟(jì)效益等內(nèi)容以及利用不確定性分析尋找相對(duì)應(yīng)的風(fēng)險(xiǎn),在深刻地洞察AR技術(shù)的廣闊應(yīng)用前景的同時(shí),給出了項(xiàng)目發(fā)展的財(cái)務(wù)預(yù)測(cè)分析以及風(fēng)險(xiǎn)對(duì)策方案,并對(duì)項(xiàng)目的可行性做出了適當(dāng)程度的預(yù)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(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】：2015
【分類號(hào)】：F724.6;F274

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