随着电子信息、电脑网络的迅猛发展，日益更新的技术创新带给人 们的不仅仅是高质量功能完善的电子消费品、便利的沟通介质、一站式 的购物、无纸化的办公、高效的工作，同时也带来了更加紧张的工作生 活节奏。外加经济的高速发展、不断扩大的高校教育规模，人们面临的 竞争压力和就业压力越来越大，这种情况在大城市年轻人身上体现出来 的更为严重。由于工作繁忙，大多身处异地，社交圈子很小，业余活动 也很少，认识朋友的机会也相对较少，这就产生了一个新的问题——婚 恋交友问题。 本文就是着眼于年轻人的交友问题，将人们普遍使用的电脑网络和 数码产品结合起来为希望交友的朋友提供一种全新体验。通过一个拥有 唯一编号的数码 “身份证”使本不相识的两个人轻松的沟通认识。 本文通过对以交友为目的的数码产品的技术、市场、财务等方面进 行了细致的研究，为“交友数码产品”技术的产业化发展进行了规划。 报告的主要创新表现—下方面： 1、规划出“交友数码产品”发展的三个阶段——导入阶段、成长 阶段、成熟阶段，并根据各个阶段的特点制定了相应的技术发展方向。 2、详细的描述了“交友数码产品”的市场形成、行业发展等，并 根据这些结合“交友数码产品”的发展规划制定了可行的营销计划。 3、文章应用财务管理中的基本模型对该投资项目进行了详细的的 财务分析。本文详细地介绍了该项目建设的各个方面，并运用经济技术分析的 方法评价该项目的经济可行性，为该项目的进一步的实施奠定了基础。 关键词：可行性研究 交友数码产品 “交友数码产品”技术 营销管理THE RESEARCH OF “DATE DIGITAL PRODUCTS” PROJECT ABSTRACT As information technology and network’s surge, innovations bring not only the high quality, well performance electronical goods, easily communication, one stage shopping, high efficiency working style, but also bring the stress to the people. Furthermore, economy’s fast growing, high education’s booming, the competitiveness became more and more aggressive. Young people are the typical victims as they are very busy, most of them are non-local employees, they have very limited chance to know new friends, which bring the issues that they have no opportunities to date and etc. This paper focus on the date issues of young people, by using the network and digital products, bring the brand new experiences to who want to date. With a unique numbering ID, it allows those people communicate more easily. Through study of digital products technology, marketing, finance, focus on the dating, it provided the project planning for “date digital products”. This paper has several sections: Firstly classify products’ three stages: start, growing, mature and create development direction respectively. Secondly it described products’ market forming and development, and developed feasibly marketing planning based on the study. Then it uses the finance model to study the project’s several results such as payback, NPV and etc. Based on the study, it is feasible to setup a project for finance side and also it is feasible to implement this project. KEYWORDS: Feasibility study, Date digital products, Date digital products technology, Marketing management目录 第 1 章 前言...................................................................... 1 1.1 研究背景................................................................. 1 1.2 研究的思路和方法......................................................... 1 1.3 文章的结构安排........................................................... 2 第 2 章“交友数码”项目概况及市场分析............................................. 3 2.1“交友数码”项目行业概述.................................................. 3 2.2 “交友数码”项目市场需求程度............................................. 4 2.3 “交友数码”项目目标市场................................................. 7 2.4 “交友数码”项目竞争环境分析............................................. 7 2.4.1 现有竟争者之间的竞争............................................... 8 2.4.2 潜在进入者的威胁................................................... 9 2.4.3 供应商的讨价还价能力.............................................. 10 2.4.4 客户的讨价还价能力................................................ 11 2.4.5 替代品的威胁...................................................... 12 2.4.6 市场调查问卷汇总及分析............................................ 12 第 3 章“交友数码”项目技术与产品化.............................................. 17 3.1 “交友数码”项目概况.................................................... 17 3.2 “交友数码”产品主要功能介绍............................................ 18 3.3 “交友数码”项目技术方案................................................ 19 3.4 “交友数码”项目产品化.................................................. 20 第 4 章 “交友数码”项目经济可行性研究........................................... 22 4.1 “交友数码”项目投资与成本估计.......................................... 22 4.2 经济效益分析............................................................ 24 4.2.1 生产规模及销售量.................................................. 24 4.2.2 生产成本.......................................................... 24 4.2.3 产品定价.......................................................... 26 4.2.4 经济效益预测...................................................... 274.3 盈亏平衡分析............................................................ 28 4.4 静态投资效益分析........................................................ 29 4.5 动态投资效益分析........................................................ 30 4.6 风险分析................................................................ 33 4.7 融资方案比选............................................................ 34 4.7.1 我国中小企业融资现状.............................................. 34 4.7.2 融资方式比较...................................................... 36 4.7.3 该项目选择的融资工具.............................................. 37 4.7.4 该项目筹资决策分析................................................ 40 第 5 章 商业运作模式............................................................. 42 5.1 完善体系................................................................ 42 5.2 定价策略——差别定价.................................................... 43 5.3 营销策略................................................................ 43 5.4 其他策略................................................................ 44 第 6 章 结论与建议............................................................... 45