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论文编号：	4598
作者编号：	2220091872
上传时间：	2012/9/19 16:35:22
中文题目：	“多宝鱼”移动比价购物平台项目分析报告
英文题目：	"Of turbot" move tender shopping platform project analysis report
指导老师：	林润辉
中文关键字：	关键词：移动互联网电子商务比价购物移动支付
英文关键字：	Key Words: Mobile Internet, E-commerce, Comparison Shopping, Mobile Payment
中文摘要：	本文是根据上海龙照电子有限公司目前正在开发的“多宝鱼”移动比价购物平台项目做的分析、总结和规划。旨在通过对这一项目针对的目标市场及发展方向做出系统性梳理和研究分析。结合互联网和移动互联网的行业特点，参照蓝海理论、维基经济学理论、长尾理论等，对这一项目的市场前景、理论依据、技术架构、营销推广、盈利模式等方面展开论述，希望能通过系统、全面的分析为项目提供方向性指导。龙照电子是一家处在变化市场环境中的中小企业。公司创立至今，一直以为互联网及移动互联网行业客户提供基础设施、技术服务及整体解决方案为主营业务模式，在行业内竞争力尚可。但由于此种模式过度依赖强势品牌厂商及客户层面的关系推动，很难实现高速发展及持续增长。近年来，基于移动平台的电子商务应用在全球范围内发展迅速。条形码、二维码等新技术逐步成熟，商品在流通体系中标准化变得可能。从消费者角度看，智能手机的便携性和移动支付的普及正改变着传统的购物模式——“体验式购物”的过程将受到挑战和质疑。“线下体验，线上购物”正变得可能。从品牌厂商和互联网电商的角度看，“移动互联网店”将继“互联网店”之后，成为其新的市场推广和销售渠道。基于移动设备的各类应用越来越普及，消费者的消费习惯也在发生改变，有理由相信，“移动互联网店”将在其渠道体系中占据越来越重要的地位。从移动支付渠道来看，“多宝鱼”移动比价购物将为其提供一个低成本、高度适配的入口，并在移动平台上把小额冲动型消费变现。由于购物本身就是支付的重要应用体现，不看看出，银行、运营商等移动支付推动者将高度关注类似应用。从公司长远规划来说，“多宝鱼”是龙照电子通过移动互联网应用涉足电商领域的一次尝试，并希望通过在这个平台上的客户积累，最终完成向“移动B2C电商平台”的战略转型。
英文摘要：	This presentation is based on the summarizes and planning of Shanghai Loongjoy Electronic Co., LTD. currently developed a comparison shopping soft on mobile platform which named “The Turbot”. Aim to get a systematic analysis through this project as its target market and developing direction. Combined with the characteristics of Internet and mobile Internet, and referring to the Blue Ocean theory, Wiki Nomics Theory, the Long Tail theory and so on, we will present a discussion on its market prospects, theoretical basis, and the technical architecture and marketing promotion and profit pattern etc.. We hope it could provide directional guidance for “The Turbot” in a systematic and comprehensive way. Shanghai Loongjoy Electronic Co., LTD. is a medium-sized and small enterprise in a changeable market environment. Since the company was established, it specialized in infrastructure construction, technical service and integrated solutions for the Internet and mobile Internet companies with a good competitive power. But as this business pattern excessive depended on the promotion of strong brand manufacturers and the customer relations, we found it difficult to promote the business rapid development and sustainable growth. In recent years, the E-Commerce Applications on the mobile platform is developing rapidly in the global, such as Bar Code, Two Dimensional Code and other new technologies gradually matured, the standardization of goods in the circulation systems becomes more and more possible. From the consumers’ perspective, the portability and the popularization of mobile payment of smartphone is changing the traditional shopping model, that is “experience shopping ”, which will be challenged and questioned. “Offline experience and online shopping” is coming true. From the brand manufacturers and the internet electrical contractors’ point of view, “Mobile Internet Shop” will become the new marketing and sales channel followed the “Internet Shop”. As the application of every kind of applications is becoming more and more popular in mobile equipment, consumers’ spending habits have changed a lot, there is reason to believe that, “Mobile Internet Shop” will play a more and more important role in its channel systems. In mobile payment channel,“The Turbot” mobile applications of comparison shopping will provide a low cost and a high adaptation entrance, and it will realize some small recommends consumption in the mobile platform. Because shopping itself is an important application of pay reflection. It is easy to see that, the bank, the operators and the facilitators of mobile payment are concerning all similar applications. Concerning the long-term planning of Shanghai Loongjoy Electronic Co., LTD. “The Turbot” is an attempt to the field of E-commerce through the mobile Internet applications, and we hope that finally we can complete the strategic transformation for “The E-commerce platform of Mobile B2C(business-to-customer)”through lots of customers accumulation in this platform.
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