北京立達家具有限公司《虛擬體驗式“筑家網(wǎng)”》項目策劃書
發(fā)布時間：2019-06-18 15:45
【摘要】：網(wǎng)上購物在發(fā)達國家以及很多發(fā)展中的國家已經(jīng)很是普及。隨著虛擬體驗技術的不斷升級與發(fā)展,在網(wǎng)絡無所不在的今天,商家們可以把他們的產(chǎn)品放在寬泛的網(wǎng)絡環(huán)境下,借由虛擬體驗技術充分地展示出來。這樣,人們便能夠通過互動操作,方便快捷地在網(wǎng)絡上搜獲更多的同類商品信息,并通過視覺、聽覺等經(jīng)由虛擬體驗式的獨特技術進行逼真的體驗,從而感受與比較不同商品的品質與個性,并將這種生動逼真的美好體驗分享給他們的親朋好友。這種基于虛擬體驗技術的商品展示方式相比較傳統(tǒng)的實體店商品展示而言,具有許多明顯的優(yōu)勢：長期來看運營成本更低、所消耗的人力物力更少,不受地域、空間和時間的限制等等,為此不僅會受到商家們的親睞,也更會受到崇尚物廉價美的網(wǎng)絡客戶們的歡迎。 Pine and Gilmore(1998)指出：二十一世紀已進入體驗式經(jīng)濟時代,未來營銷戰(zhàn)場將集中于消費體驗的建立。 本論文的主角是北京立家立達家具有限公司,它是一個成長中的小型企業(yè),受近幾年整個國內(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)展進程緩慢。為了擺脫這一局面,實現(xiàn)企業(yè)的高速發(fā)展,公司決定在堅持以質量為要點的前提下,結合信息時代的特點,建立一個基于虛擬體驗模式的家具銷售網(wǎng)絡平臺-筑家網(wǎng)。 筑家網(wǎng)項目運用了比較前沿的CTB概念,并將虛擬體驗技術與現(xiàn)實生活中的產(chǎn)品體驗相融合,為客戶提供足不出戶,便可對家具產(chǎn)品進行“仿真”體驗環(huán)境。此外,線上下單的便捷性,也將進一步促動網(wǎng)絡客戶直接通過網(wǎng)絡購買他們在“筑家網(wǎng)“上體驗到的心儀家具產(chǎn)品。 本論文從“筑家網(wǎng)“項目的研究意義、提出背景、必要性和可行性等方面對該項目情況進行了詳細介紹；并通過對家具行業(yè)的銷售演變歷史、家具網(wǎng)絡市場的競爭力和需求分析,論證了家具銷售網(wǎng)絡平臺的發(fā)展前景,并根據(jù)市場情況和本項目的優(yōu)劣勢確定了符合“筑家網(wǎng)”項目特點的網(wǎng)站內(nèi)容框架、組織管理結構以及營銷策略。此外,本論文對“筑家網(wǎng)”項目的投資計劃和盈利狀況也都進行了預測分析,以此增強投資者的信心。為降低該項目的運營風險,本論文就可能存在的各類風險也進行了分析,并提出了相應的規(guī)避或降低風險的對策；作者通過對本項目實施后所產(chǎn)生的相關效益的分析,再一次論證了本項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
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.88;F274
本文編號：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
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.88;F274
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