互联网技术发展，推动着用户从“读字”到“读图”的转变，用户对于视觉搜索的需 求越来越多。特别是拍照终端数量及精度不断提升，用户的需求也从输入文字搜索自 己感兴趣的产品，逐渐转变为拍摄照片甚至录下视频，来搜索发现产品。这种输入习 惯的变迁，带来了新型视觉搜索(visual search)的挑战，也创造了新的市场需求与机 遇。 用户在搜索了解产品信息的基础上，需要更方便地体验产品。在依赖图片等视觉 信息搜索寻找产品和购物时，用户越来越期待更好的体验式购物消费。不像以往主要 通过阅读产品文字说明来进行购买决策，如今用户会查看大量高清的产品照片、视 频。更进一步，用户期望的更真实的体验，因此一门新的技术——增强实境 (Augmented Reality) 进入大众视野。当用户处于在线购物的情境时，增强实境主要表现 为虚拟试戴。用户即使离产品真正的所在地千里之外，或者三更半夜，也可以借助智 能终端设备，将自己拍摄进屏幕，通过增强实境技术，产品将以虚拟的形式嵌入到屏 幕内，和用户实现完美融合，从而实现虚拟试戴的效果。这样的技术能让用户突破地 域的藩篱，随时随刻体验产品，并快速切换高效率地体验多个产品。引进该技术的商 家，通过提供更为便利快捷和自然的试戴体验，能大幅提升成交量。 本依托新型视觉搜索(VS)和增强实景(AR)，构造名为 VSAR 的时尚商品电商平 台。本项目计划的产品研发项目，旨在针对用户上述新的网上购买的需求，为用户提 供多元化的交易模式。一方面通过更精准的产品搜索、更生动的虚拟体验和更友好的 在线社区氛围，提升愿意在线支付乃至闪购的消费者的客单价和总量。另一方面，在 时尚商品线下交易仍占主流的情况下，O2O 模式，让线下时尚商品销售商无需大的投 入借助我们的电商平台，通过线上来揽客，而消费者可以线上筛选，用虚拟方式体验 产品，完成在线预订，凭借二维码、优惠码、预定凭据等线下交易/取货。 本项目一期投资额 1000 万元，搭建基于云计算的技术平台，并开展业务运作。预 期平台与平台入驻商家前三年的营业额突破 10 亿元，达至总投入与总收益的盈亏平衡 点，服务用户量达致 500万。第四年开始可在 2000万利润基础上，维持 50%增长率。 关键词，时尚商品； 电商；视觉搜索；增强实景； O2OII Abstract Users demand more pictures rather than texts in the new Internet era, leading to more visual search requirements. Photo shooting and searching have created new market opportunities. Further to better search results, better experience is more and more expected. Augmented reality is a solution to more realistic experience on trying products, by embedding 2D/3D photo/video of products into the real scenarios. The present thesis provides an all-in-one shopping platform to meet the above demands of users. On one hand, it can promote the average revenue per user and total sale with more accurate search, vivid virtual-reality and friendly social networks. On the other hand, it attracts online user traffic for sellers, particularly those heavily rely on offline sale. The present project needs an initial kickoff fund of $10 million yuan. The projected three-year revenue is 1 billion yuan and the break-even point then will be achieved. The user base will reach 5 million. Since the fourth year the projected profit will keep increasing at a rate of 50%, with an initial profit of 20 million yuan. Keywords，Fashion product ; E-commerce; Visual Search；Augmented Reality; O2OIII 目 录 摘要 ............................................................................................................................ I Abstract ..................................................................................................................... II 目录.. II 图表清单....................................................................................................................VI 第一章 绪论 ................................................................................................................ 1 1.1 研究背景和意义….1 1.2 文献综述 ........................................................................................................... 1 1.2.1 时尚电商领域的文献研究 ............................................................................ 1 1.2.2 新型电商技术领域的文献研究 ..................................................................... 2 1.3 研究内容和方法 1.3.1 研究内容 ........................................................................ 3 1.3.2 研究方法 ..................................................................................................... 3 1.3.3 研究技术路线图 .......................................................................................... 4 1.4 本章小结 ........................................................................................................... 5 第二章 项目背景 ......................................................................................................... 6 2.1 项目概要............................................................................................................ 6 2.2 背景介绍............................................................................................................ 6 2.3 项目构想............................................................................................................ 8 2.3.1 网站及 APP 构想......................................................................................... 8 2.3.2 产品及目标客户定位 ................................................................................... 8 2.3.3 营销模式构想 .............................................................................................. 8 2.3.4 项目运营模式构想....................................................................................... 9 2.3.5 项目团队 ..................................................................................................... 9 2.3.6 资金退出机制 .............................................................................................. 9 2.4 本章小结 ........................................................................................................... 9IV 第三章 环境分析 ....................................................................................................... 10 3.1 宏观环境分析.................................................................................................. 10 3.2 行业环境分析.................................................................................................. 11 3.3 本章小结 ......................................................................................................... 12 第四章 目标市场和 SWOT 分析................................................................................ 13 4.1 目标市场 ......................................................................................................... 13 4.2 SWOT 分析..................................................................................................... 14 4.2.1 优势分析 Strength:.................................................................................... 14 4.2.2 劣势分析 Weakness: ................................................................................ 15 4.2.3 机会分析 Opportunity:............................................................................... 15 4.2.4 威胁分析 Threats: ..................................................................................... 17 4.3 本章小结.......................................................................................................... 17 第五章 核心的技术竞争优势 ..................................................................................... 18 5.1 专门针对时尚商品进行优化的视觉搜索 ........................................................... 18 5.2 时尚商品的虚拟试戴技术................................................................................. 21 5.3 社区化架构及全流程数据挖掘及隐私保护........................................................ 22 5.4 本章小结.......................................................................................................... 23 第六章 营销策略和运营规划 ..................................................................................... 24 6.1 营销策略.......................................................................................................... 24 6.3 管理执行.......................................................................................................... 26 6.4 本章小结.......................................................................................................... 27 第七章 投资估算与财务预测 ..................................................................................... 28 7.1 财务预测基础 .................................................................................................. 28 7.2 收入预测表 ...................................................................................................... 28 7.3 成本预测.......................................................................................................... 28V 7.4 费用预测.......................................................................................................... 29 7.5 人员预测表 ...................................................................................................... 30 7.6 人员费用预测 .................................................................................................. 30 7.7 固定资产投资预测 ........................................................................................... 31 7.8 税负预测表 ...................................................................................................... 32 7.9 损益预测表 ...................................................................................................... 33 7.10 本章小结， .................................................................................................... 34 第八章 不确定性与风险分析 ..................................................................................... 35 8.1 政策风险.......................................................................................................... 35 8.2 市场风险及可能的替代产品分析...................................................................... 35 8.3 人员风险.......................................................................................................... 36 8.4 资金风险.......................................................................................................... 36 8.5 本章小结.......................................................................................................... 37 结论 .......................................................................................................................... 38