随着人类科学技术水平的发展和生活水平的提高，人类正迈入继农业经济、工业经 济、服务经济阶段之后的体验经济时代。其中，增强现实（Augmented Reality，简称 AR）， 一种能实时地计算摄影机影像的位置及角度并加上相应图像、致力于在屏幕上把虚拟世 界套在现实世界并进行互动的技术，已趋近爆发的临界点，为新的体验经济带来了极大 的想象空间。与此同时，移动互联网浪潮下新兴的女性美妆服饰类电商已成功地培养起 消费者注重妆饰搭配的意识，为 AR 技术与妆饰搭配的结合创造了极佳的环境。 SY 公司的在线服饰搭配电子商务平台应运而生，利用自身强大的 AR 技术，为优 质妆饰供应商提供了商品展示平台，也为消费者提供了消费前在线试穿试戴的体验。伴 随着该平台的快速成长，SY 公司将依托强大的 AR 技术，分阶段实现对整个服饰搭配 产业链的整合以及其他不同产业间的整合，为消费者提供整体装扮搭配甚至更多其他的 解决方案，让消费者的消费体验达到极致，带动整个体验经济的蓬勃发展。 本文首先对该AR 技术项目所涉及的发展背景和两种较为重要的营销手段进行了系 统的阐述，然后通过对 AR 技术项目的发展与应用情况做出了详细的总结。紧接着，分 别应用波特五力分析模型以及SWOT分析模型对AR技术项目进行了详尽而深入的形势 分析，并根据分析结果制定了适合于 SY 公司实现阶段性发展的动态战略规划以及“1+3” 组合营销策略。最后，通过探讨相应的财务数据、投融资计划、经济效益等内容以及利 用不确定性分析寻找相对应的风险，在深刻地洞察 AR 技术的广阔应用前景的同时，给 出了项目发展的财务预测分析以及风险对策方案，并对项目的可行性做出了适当程度的 预判。 关键词，AR 技术；电子商务平台；商业计划书II Abstract With the development of human science and technology and the improvement of living standards, human beings are entering the experience economy era after the agricultural economy, industrial economy and service economy. Among them, augmented reality, a real-time technology which computes the position and angle using the camera image and the corresponding image, is dedicating itself to the virtual world on the screen and interact in the real world. Furthermore, it has been reaching the outbreak of the critical point, bringing great imagination for the new experience economy. At the same time, mobile Internet tide under the new women's beauty clothing class business has successfully cultivate consumers who will pay more attention to the adornment collocation awareness, providing an excellent environment for the combination of augmented reality technology and adornment collocation. SY Company online wear take e-commerce platform arises at the historic moment, using its powerful augmented reality technology. It not only provide goods display platform to the supplier of high-quality ornaments delivers, but also meets the demand of online outfit experience for the consumer. Thus, better improvement of the consumer shopping experience comes out. In this paper, the project involves technology and marketing were systematically through the online outfit industry segments of the market and competitive analysis, exploring suitable for SY Company strategy and business model. Moreover, explore the product design, marketing plan, construction of database system and financial benefits and risks, eventually the feasibility of the project evaluation and conception of the online outfit industry mode of operation. Keywords: AR technology；e-commerce platform；business planIII 目录 摘要......................................................................................................................I Abstract................................................................................................................. II 图表清单........................................................................................................... VII 第一章 绪论.....................................................................................................1 1.1 研究背景、目的及意义 .............................................................................................. 1 1.2 研究的思路、方法与内容 .......................................................................................... 2 1.2.1 研究思路 ............................................................................................................ 2 1.2.2 研究方法 ............................................................................................................ 5 1.2.3 研究内容 ............................................................................................................ 5 1.3 文献综述 ...................................................................................................................... 5 1.3.1 AR 技术的应用现状 .......................................................................................... 5 1.3.2 体验式营销的应用现状 .................................................................................... 7 1.3.3 数据库营销的应用现状 .................................................................................... 8 1.4 本章小结 ...................................................................................................................... 9 第二章 AR 技术项目发展与应用情况.............................................................10 2.1 SY 公司概况............................................................................................................... 10 2.2 在线服饰搭配项目概况 ............................................................................................ 11 2.3 在线服饰搭配电子商务平台 .................................................................................... 12 2.4 本章小结 .................................................................................................................... 12 第三章 AR 技术项目环境分析.........................................................................13 3.1 波特五力分析 ............................................................................................................ 13 3.1.1 现有竞争者分析 .............................................................................................. 13 3.1.2 替代品分析 ...................................................................................................... 14 3.1.3 潜在竞争者分析 .............................................................................................. 14IV 3.1.4 供应商议价能力分析 ...................................................................................... 15 3.1.5 客户议价能力分析 .......................................................................................... 15 3.2 SWOT 分析................................................................................................................. 15 3.2.1 AR 技术项目优势分析 .................................................................................... 16 3.2.2 AR 技术项目劣势分析 .................................................................................... 16 3.2.3 AR 技术项目机会分析 .................................................................................... 17 3.2.4 AR 技术项目威胁分析 .................................................................................... 17 3.3 分析总结 .................................................................................................................... 18 3.4 本章小结 .................................................................................................................... 18 第四章 SY 公司动态战略规划.........................................................................20 4.1 目标与定位 ................................................................................................................ 20 4.2 动态发展战略总述 .................................................................................................... 20 4.3 动态发展战略具体实施 ............................................................................................ 23 4.3.1 第一阶段，在线服饰搭配 .............................................................................. 23 4.3.2 第二阶段，全身装扮搭配 .............................................................................. 25 4.3.3 第三阶段，跨行业应用 .................................................................................. 26 4.4 本章小结 .................................................................................................................... 28 第五章 SY 公司组合营销策略.........................................................................29 5.1 组合营销策略体系 .................................................................................................... 29 5.2 4P 营销........................................................................................................................ 30 5.2.1 产品策略 .......................................................................................................... 30 5.2.2 定价策略 .......................................................................................................... 31 5.2.3 渠道策略 .......................................................................................................... 31 5.2.4 宣传策略 .......................................................................................................... 33 5.3 体验式营销 ................................................................................................................ 38 5.4 数据库营销 ................................................................................................................ 39 5.4.1 数据库营销系统的构建 .................................................................................. 39 5.4.2 数据挖掘与数据库营销 .................................................................................. 44 5.5 订单式营销 ................................................................................................................ 45V 5.6 本章小结 .................................................................................................................... 45 第六章 财务预测与分析 ...................................................................................46 6.1 关于财务数据的推测 ................................................................................................ 46 6.1.1 网站注册用户数及加盟商家数的推测 .......................................................... 46 6.1.2 各阶段平台主要收入和支出的推测 .............................................................. 46 6.2 投融资计划和退出机制 ............................................................................................ 49 6.2.1 投资计划 .......................................................................................................... 49 6.2.2 融资计划 .......................................................................................................... 50 6.2.3 退出方式 .......................................................................................................... 50 6.3 项目经营状况预测 .................................................................................................... 51 6.3.1 收入预测和支出预测 ...................................................................................... 51 6.3.2 项目开展全程现金流量预测表 ...................................................................... 53 6.4 项目经济效益评价 .................................................................................................... 57 6.4.1 净现值 .............................................................................................................. 57 6.4.2 回收期 .............................................................................................................. 58 6.4.3 投资回报率 ...................................................................................................... 58 6.5 本章小结 .................................................................................................................... 59 第七章 风险与对策 ...........................................................................................60 7.1 风险分析 .................................................................................................................... 60 7.1.1 法律风险与对策 .............................................................................................. 60 7.1.2 市场风险与对策 .............................................................................................. 60 7.1.3 财务风险与对策 .............................................................................................. 61 7.1.4 技术风险与对策 .............................................................................................. 61 7.2 不确定性分析 ............................................................................................................ 62 7.2.1 单因素敏感性分析 .......................................................................................... 62 7.2.2 多因素敏感性分析 .......................................................................................... 63 7.3 本章小结 .................................................................................................................... 64 结 论...................................................................................................................65VI