北京立達(dá)家具有限公司《虛擬體驗(yàn)式“筑家網(wǎng)”》項(xiàng)目策劃書
發(fā)布時(shí)間：2019-06-18 15:45
【摘要】：網(wǎng)上購物在發(fā)達(dá)國家以及很多發(fā)展中的國家已經(jīng)很是普及。隨著虛擬體驗(yàn)技術(shù)的不斷升級(jí)與發(fā)展,在網(wǎng)絡(luò)無所不在的今天,商家們可以把他們的產(chǎn)品放在寬泛的網(wǎng)絡(luò)環(huán)境下,借由虛擬體驗(yàn)技術(shù)充分地展示出來。這樣,人們便能夠通過互動(dòng)操作,方便快捷地在網(wǎng)絡(luò)上搜獲更多的同類商品信息,并通過視覺、聽覺等經(jīng)由虛擬體驗(yàn)式的獨(dú)特技術(shù)進(jìn)行逼真的體驗(yàn),從而感受與比較不同商品的品質(zhì)與個(gè)性,并將這種生動(dòng)逼真的美好體驗(yàn)分享給他們的親朋好友。這種基于虛擬體驗(yàn)技術(shù)的商品展示方式相比較傳統(tǒng)的實(shí)體店商品展示而言,具有許多明顯的優(yōu)勢：長期來看運(yùn)營成本更低、所消耗的人力物力更少,不受地域、空間和時(shí)間的限制等等,為此不僅會(huì)受到商家們的親睞,也更會(huì)受到崇尚物廉價(jià)美的網(wǎng)絡(luò)客戶們的歡迎。 Pine and Gilmore(1998)指出：二十一世紀(jì)已進(jìn)入體驗(yàn)式經(jīng)濟(jì)時(shí)代,未來營銷戰(zhàn)場將集中于消費(fèi)體驗(yàn)的建立。 本論文的主角是北京立家立達(dá)家具有限公司,它是一個(gè)成長中的小型企業(yè),受近幾年整個(gè)國內(nèi)房產(chǎn)及家具行業(yè)低迷影響,銷售情況一直不容樂觀,致使公司整體發(fā)展進(jìn)程緩慢。為了擺脫這一局面,實(shí)現(xiàn)企業(yè)的高速發(fā)展,公司決定在堅(jiān)持以質(zhì)量為要點(diǎn)的前提下,結(jié)合信息時(shí)代的特點(diǎn),建立一個(gè)基于虛擬體驗(yàn)?zāi)Ｊ降募揖咪N售網(wǎng)絡(luò)平臺(tái)-筑家網(wǎng)。 筑家網(wǎng)項(xiàng)目運(yùn)用了比較前沿的CTB概念,并將虛擬體驗(yàn)技術(shù)與現(xiàn)實(shí)生活中的產(chǎn)品體驗(yàn)相融合,為客戶提供足不出戶,便可對(duì)家具產(chǎn)品進(jìn)行“仿真”體驗(yàn)環(huán)境。此外,線上下單的便捷性,也將進(jìn)一步促動(dòng)網(wǎng)絡(luò)客戶直接通過網(wǎng)絡(luò)購買他們?cè)凇爸揖W(wǎng)“上體驗(yàn)到的心儀家具產(chǎn)品。 本論文從“筑家網(wǎng)“項(xiàng)目的研究意義、提出背景、必要性和可行性等方面對(duì)該項(xiàng)目情況進(jìn)行了詳細(xì)介紹；并通過對(duì)家具行業(yè)的銷售演變歷史、家具網(wǎng)絡(luò)市場的競爭力和需求分析,論證了家具銷售網(wǎng)絡(luò)平臺(tái)的發(fā)展前景,并根據(jù)市場情況和本項(xiàng)目的優(yōu)劣勢確定了符合“筑家網(wǎng)”項(xiàng)目特點(diǎn)的網(wǎng)站內(nèi)容框架、組織管理結(jié)構(gòu)以及營銷策略。此外,本論文對(duì)“筑家網(wǎng)”項(xiàng)目的投資計(jì)劃和盈利狀況也都進(jìn)行了預(yù)測分析,以此增強(qiáng)投資者的信心。為降低該項(xiàng)目的運(yùn)營風(fēng)險(xiǎn),本論文就可能存在的各類風(fēng)險(xiǎn)也進(jìn)行了分析,并提出了相應(yīng)的規(guī)避或降低風(fēng)險(xiǎn)的對(duì)策；作者通過對(duì)本項(xiàng)目實(shí)施后所產(chǎn)生的相關(guān)效益的分析,再一次論證了本項(xiàng)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
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.88;F274
本文編號(hào)：2501604
[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
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.88;F274
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