随着信息技术及其应用的不断发展，各种各样的数字娱乐产品也在不知不觉中充斥 了我们的生活。将数码相机中所拍摄的照片通过数据传输，在电脑或者网络虚拟主机上 进行加工，然后在线打印出让人心动的照片来；在工作休闲的时候，带上耳机，享受着 流行音乐；在自己的电脑或者手机上安装模拟、角色扮演的游戏，体验各种震撼人心的 感受；不断推陈出新的数字娱乐带给了我们越来越多的精彩。 广州粤亮信息科技有限公司，是一家专业化的数字娱乐内容服务运营商，当前已经 运营的产品有在线照片冲印、手机游戏、数字音乐等；面对国内还正处于初期发展阶段 的数字娱乐服务，如何发挥优势，掌握用户需求，形成差异化竞争，实现用户资源的扩 大、市场占有率的提高，以及更强的用户流量变现能力，是广州粤亮面临的问题。 基于此，本商业计划书结合粤亮公司的内容资源，通过对产业链定位、技术创新、 运营模式设计等三方面进行分析，以云存储、云端服务模式，构建一个面向互联网、移 动互联网、运营商，以社交分享、业务交叉融合为特点的数字娱乐内容服务新平台，使 用户在任何时间、任何地点、通过任何网络和多种客户端、终端平台都能享受到优质便 捷的娱乐内容与服务，达到将娱乐服务数字化、移动化、社区化，实现“云端”娱乐生 活，形成新的业务盈利。 关键词，数字娱乐；云服务；商业计划书II Abstract With the development of information technology and application, all kinds of digital entertainment products are full of our life imperceptibly. We could online printing heartbeat photos which took out from digital camera by data transmission and processing in computer or network virtual host. We could put on headphones, enjoy pop music when take a break in work. Also we could install simulation games, COSPLAY games on computer or mobile phone to have a variety of amazing feelings experience. We live in more and more wonderful life from the digital entertainment which updating constantly. Guangzhou Yueliang Information Technology Co., Ltd is a Service Provider which specialized in provided digital entertainment content. Currently we provided variety of services such as online photo printing, mobile games, and digital music. As in the initial stages of development of the digital entertainment services in domestic, we are faced with many problems need to be solved, for example, how to play to our strengths to mater user needs, how to come into being differential competitive, how to expand user resources, how to increase the market share, and how to earn more profit from user traffic. Base on above, combined Yueliang’s content resource with our analysis of industrial chain position, technology innovation and operation model design, we built this business plan to construct a new digital entertainment content service platform which not only oriented internet, mobile internet, provider, but also have the features of social sharing and business cross fusion. User could easily enjoy high quality and convenient entertainment content and service in any time at any location, through any network, variety of client, terminal platform. We could make the entertainment services digitalize, mobilized and commoditized, and our goal is to achieve “cloud” entertainment life and have new business profit model. Keyword: Digital entertainment; Cloud service; Business planIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪 论............................................................................................................................1 1.1 项目研究的背景和意义.................................................................................................. 1 1.1.1 数字娱乐步入“云”时代 ........................................................................................... 1 1.1.2 数字娱乐云将改变生活........................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 商业计划书............................................................................................................... 2 1.2.2 国内外数字娱乐云研究现状................................................................................... 3 1.2.3 相关文献研究........................................................................................................... 4 1.3 报告研究内容与方法...................................................................................................... 4 1.3.1 报告技术路线图....................................................................................................... 4 1.3.2 研究方法.................................................................................................................... 5 第二章 项目概况......................................................................................................................6 2.1 项目服务内容.................................................................................................................. 6 2.2 项目投资方概况 .............................................................................................................. 7 2.2.1 粤亮公司基本情况................................................................................................... 7 2.2.2 粤亮公司主营业务.................................................................................................... 7 2.3 项目规模及环境影响...................................................................................................... 8 2.4 本章小结 .......................................................................................................................... 9 第三章 项目实施环境与市场分析........................................................................................ 11 3.1 外部环境分析................................................................................................................ 11 3.1.1 政策环境分析......................................................................................................... 11 3.1.2 市场环境分析......................................................................................................... 11 3.1.3 云计算技术发展分析............................................................................................. 14 3.2 内部环境分析 ................................................................................................................ 15 3.2.1 项目的技术基础...................................................................................................... 15IV 3.2.2 与电信运营商广泛的合作的业务基础................................................................. 16 3.2.3 自有数字音乐渠道................................................................................................. 16 3.3 竞争对手分析 ................................................................................................................ 18 3.3.1 以铃音为主的运营商模式...................................................................................... 18 3.3.2 以 A8 为代表的互联网企业的模式 ...................................................................... 19 3.3.3 以中国音乐原创基地为代表的传统模式............................................................. 19 3.3.4 以 QQ 为代表的综合数字娱乐模式 ..................................................................... 20 3.4 项目 SWOT 分析 .......................................................................................................... 21 3.5 本章小结........................................................................................................................ 22 第四章 项目营销策略............................................................................................................23 4.1 项目目标客户市场........................................................................................................ 23 4.2 项目的营销策略............................................................................................................ 25 4.2.1 社交化业务营销..................................................................................................... 25 4.2.2 充分发挥渠道优势................................................................................................. 28 4.2.3 基于数字娱乐内容的流量经营增值服务............................................................. 31 4.3 本章小结........................................................................................................................ 32 第五章 项目团队的组织机构及保障条件............................................................................33 5.1 项目团队的组织机构.................................................................................................... 33 5.2 项目实施保障................................................................................................................ 34 5.2.1 项目内容阶段规划.................................................................................................. 34 5.2.2 项目计划进度安排.................................................................................................. 35 5.3 本章小结........................................................................................................................ 35 第六章 项目投资估算与效益分析........................................................................................36 6.1 资金投资概算................................................................................................................ 36 6.1.1 主要设备投资估算................................................................................................. 36 6.1.2 运营费用分析......................................................................................................... 37 6.2 效益分析........................................................................................................................ 37 6.2.1 现有数据参考......................................................................................................... 37 6.2.2 项目收入预测......................................................................................................... 39 6.3 敏感性分析.................................................................................................................... 40V 6.3.1 项目付费用户量敏感性分析................................................................................. 40 6.3.2 项目总投资敏感性分析......................................................................................... 41 6.3.3 财务评价................................................................................................................. 41 6.4 本章小结........................................................................................................................ 41 第七章 项目实施风险分析及规避措施................................................................................42 7.1 公司自身的相关风险 .................................................................................................... 42 7.2 来自外部的风险............................................................................................................ 42 7.3 本章小结........................................................................................................................ 43 结 论........................................................................................................................................44