随着社会的发展，物质生活水平的逐步提高，人们越来越关注自身的健康状况，希 望能及时了解身体的各项指标是否在正常范围。人们除了偶尔去医院做全面的体检外， 平时多数时间都会选择一些体检仪器进行自我检测，许多体检设备就应运而生，其中体 重测量是普及度较高的检测项目之一。在电梯里加装体重秤，以此为切入口，再利用物 联网的方法搭配智能手机和可穿戴设备，就可以给用户提供更准确和全面的体检数据， 依据这些数据就可以为用户提供一站式的解决方案。以免费体测为入口，以增值服务、 产品销售和广告收入为盈利来源，这种基于社区的共享体检方式是一种预期可行的方 案。 本文第一章主要阐述了健康产业和电梯行业的现状，以及选题意义；第二章介绍该 项目的概况及其盈利模式和商业模式画布的分析；第三章分析了项目的营销环境、竞争 分析和 SWOT 分析；第四章分析了该项目的 STP 战略；第五章分析了该项目的营销策 略；第六章对该项目进行投入预测和财务分析；第七章对该项目进行了风险控制分析。 在分析推理过程中，综合运用了波特五力分析模型、4P 营销理论和 SWOT 分析模型等 专业理论知识，确定了电梯共享智能秤的市场定位和品牌推广策略及营销计划。 关键词，电梯；智能秤；商业计划书II Abstract With the development of society and the gradual improvement of the level of material life, people are paying more and more attention to their own health status, hoping to know whether the indicators of the body are in a normal range in time. In addition to the occasional medical examination, people usually choose some physical examination instruments for self testing most of the time, and many physical examination equipment emerge as the times require, among which weight measurement is one of the most popular testing items. Add the weight scale in the elevator to cut the entrance, use the Internet of things to match the smart phone and wearable device, and provide the users with more accurate and comprehensive physical examination data, which can provide a one-stop solution for the users. The community-based shared physical examination is a viable option, taking the free side as the entrance, using value-added services, product sales and advertising revenue as a profit source. The first chapter mainly expounds the status of the health industry and elevator industry, as well as the significance of the selected topic; the second chapter introduces the general situation of the project and the analysis of the profit model and the business pattern canvas; the third chapter analyzes the marketing environment, the competition analysis and the SWOT analysis of the project; the fourth chapter analyzes the STP strategy of the project; and the fifth chapter is divided into chapters. The marketing strategy of the project is analyzed. In the sixth chapter, the investment prediction and financial analysis of the project are carried out; the seventh chapter carries out risk control analysis for the project. In the process of analysis and reasoning, the Potter five force analysis model, 4P marketing theory and SWOT analysis model are used to determine the market positioning, brand promotion strategy and marketing plan of elevator sharing intelligent scale. Key words: Elevator; smart scale; business planIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 选题背景及意义 .............................................................................................................1 1.1.1 选题背景...................................................................................................................1 1.1.2 选题意义...................................................................................................................3 1.2 文献综述 .........................................................................................................................4 1.2.1 体验营销...................................................................................................................4 1.2.2 网络营销...................................................................................................................5 1.2.3 大数据研究现状.......................................................................................................6 1.3 研究方法与内容 .............................................................................................................7 1.3.1 研究的主要方法.......................................................................................................7 1.3.2 拟解决的关键问题...................................................................................................8 1.3.3 研究的主要内容.......................................................................................................8 1.3.4 框架结构...................................................................................................................9 第二章 项目概况....................................................................................................................10 2.1 C 公司介绍.....................................................................................................................10 2.2 项目介绍 .......................................................................................................................10 2.3 项目商业模式分析 .......................................................................................................12 2.3.1 客户细分.................................................................................................................12 2.3.2 价值主张.................................................................................................................13 2.3.3 渠道通路.................................................................................................................13 2.3.4 客户关系.................................................................................................................13 2.3.5 收入来源.................................................................................................................14 2.3.6 核心资源.................................................................................................................14 2.3.7 关键业务.................................................................................................................15 2.3.8 重要合作.................................................................................................................15IV 2.3.9 成本结构.................................................................................................................15 2.4 本章小结 ........................................................................................................................16 第三章 营销环境分析............................................................................................................17 3.1 宏观环境分析 ...............................................................................................................17 3.1.1 政治环境分析.........................................................................................................17 3.1.2 经济环境分析.........................................................................................................18 3.1.3 社会环境分析.........................................................................................................19 3.1.4 技术环境分析.........................................................................................................19 3.2 行业环境分析 ...............................................................................................................20 3.2.1 现有竞争者威胁.....................................................................................................20 3.2.2 潜在进入者威胁.....................................................................................................20 3.2.3 替代品威胁.............................................................................................................21 3.2.4 购买者的议价价能力.............................................................................................21 3.2.5 供应商的议价能力.................................................................................................22 3.3 竞争者分析 ....................................................................................................................22 3.4 消费者需求分析 ............................................................................................................23 3.5 SWOT 分析....................................................................................................................24 3.5.1 优势分析..................................................................................................................24 3.5.2 劣势分析.................................................................................................................25 3.5.3 机会分析.................................................................................................................25 3.5.4 威胁分析.................................................................................................................26 3.6 组合战略选择 ...............................................................................................................27 3.6.1 组合战略 SO 分析..................................................................................................27 3.6.2 组合战略 WO 分析................................................................................................28 3.6.3 组合战略 ST 分析..................................................................................................28 3.6.4 组合战略 WT 分析.................................................................................................29 3.7 SWOT 分析总结.........................................................................................................29 3.7 本章小结 ........................................................................................................................29 第四章 营销战略....................................................................................................................30 4.1 营销目标 .......................................................................................................................30V 4.2 市场细分 .......................................................................................................................31 4.3 目标市场选择 ...............................................................................................................32 4.4 市场定位 .......................................................................................................................32 4.5 本章小结 ........................................................................................................................33 第五章 营销策略....................................................................................................................34 5.1 产品策略 .......................................................................................................................34 5.2 价格策略 .......................................................................................................................35 5.3 渠道策略 .......................................................................................................................36 5.4 促销策略 .......................................................................................................................37 5.5 本章小结 ........................................................................................................................38 第六章 投入预测和财务分析................................................................................................39 6.1 项目投资说明 ...............................................................................................................39 6.2 项目利润预测分析 .......................................................................................................40 6.3 现金流量表 ...................................................................................................................41 6.4 财务分析 .......................................................................................................................42 6.4.1 净现值分析.............................................................................................................42 6.4.2 内部收益率.............................................................................................................42 6.4.3 贴现回收期.............................................................................................................42 6.5 单因素敏感性分析 .......................................................................................................43 6.6 多因数敏感性分析 ........................................................................................................44 6.7 本章小结 ........................................................................................................................44 第七章 风险分析....................................................................................................................45 7.1 市场风险 .......................................................................................................................45 7.2 经营风险 .......................................................................................................................45 7.3 风险对策 .......................................................................................................................46 7.3.1 市场风险对策.........................................................................................................46 7.3.2 经营风险对策.........................................................................................................46 7.4 本章小结 ........................................................................................................................47 结 论........................................................................................................................................48