摘要
AD3 是玛丽亚·雅各布·卡里略（María Jacob Carrillo）的一个原创理念，它
将 3 种我们日常生活中的革命性概念集于一体，包括：电子商务，社交网络和合作经
济。该理念的主旨是在消费者的帮助下，通过社交媒体以更便宜的价格销售时尚产品

本商业计划遵循逻辑思路，以便以最佳方式完成。首先介绍了中国和世界其他地
区的 3 个不同概念的现状，同时解释了这个想法如何执行并实现的具体步骤。本文为
读者提供了一个完整的理论研究（其中一些是原著，还有一些是经过修改，改进或针
对本论文情况的），包括应用于本项目中的模型，概念和框架

本文的精髓所在是一个详尽的市场研究报告，其中所有不同的变量都被考虑在
内，并绝对有助于制定 AD3 为了开展业务而遵循的营销计划。同时制定了价格战略，
消费者行为，营销方案（如何赢得和留住用户）等。随后的财务分析，将证明公司从
现在到未来 5 年如何获利，并分析公司成立的原因以及其发展的可行性

结论和应变预案在论文结束部分，提供了一些涉及项目开展的关键事实，以及当
项目遇到不可行时的应变对策

关键词：电子商务,社交网络,合作经济,消费者行为III
Abstract
AD3 is an original Idea from María Jacob Carrillo, the one combines 3 revolutionary
concepts in our daily lives in one, this concepts are: E-commerce, Social Networks and
Collaborative economies. An idea focused on the selling of fashion products at cheaper
prices through social media, with the help of consumers.
The business plan follows a logic path in order to be completed in the best way
possible, starting with an overview of the current situation of this 3 different topics in
China and in the rest of the world, explaining at the same time how does the idea will work
and the different processes it needs to be carried out. This project offers to the reader a
complete theoretical study including models, concepts and frameworks (some of them as
they where originally presented by their authors and others modified, improved or adapted
to the thesis) the ones are applied all along the project.
The “knot” of the project is focused on an exhaustive market research, where all the
different variables are contemplated and deeply help to develop the marketing plan that
AD3 will follow in order to star the business. Setting price strategies, consumers behavior,
marketing actions (to gain and maintain users) among others. Followed by the financial
analysis where we find how profitable the company can be from here up to 5 years,
analyzing the reason of being of the company and if its development is viable or not.
Conclusions and contingency plans are at the end of the project offering some key
facts to take into account for the development of the project and several ways to adapt it in
case there are some not viable (at the moment) points.
Keywords：E-commerce, Social Networks, Collaborative economies, Consumer behaviorContents
Acknowledgments.......I
摘要...II
Abstract........ III
Chapter 1 Introduction........... 1
1.1 Background.......1
1.2 Current Status...6
1.3 Research Implications...8
1.3.1 The Oretical Implications.. 8
1.3.2 Practical Implications.........8
1.4 Research Contents And Methods....... 10
1.4.1 Research Contents10
1.4.2 Research Methods10
Chapter 2 Literature Review12
2.1 Literature Review.......12
2.2 Models, Concepts, Frameworks......... 14
2.3 Application Of The Models Concepts Frameworks...17
Chapter 3 The Opportunity.. 18
3.1 The Opportunity......... 18
3.1.1 Market Research.. 18
3.1.1.1 E-Commerce Sales GrowthAnd Value In China.....19
3.1.1.2 Luxury E-Commerce In China.........20
3.1.1.3 ON-LINE FashionAnd Luxury Categories. 21
3.1.1.4 Main TRiggers For Purchasing........24
3.1.1.5 The Smartphone....... 27
3.1.1.6 Methods Of Payment29
3.1.2 The Gap....30
3.2 Industry Analysis........31
3.2.1 Current Competitive Situation.....31
3.2.1.1 Pestel 32
3.2.1.2 SWOT...........33
3.2.1.3 5 Forces Of Porter....
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