I 摘要 21 世纪以来，随着中国经济的高速发展，人们消费水平不断提高，开始 重视生活的品味、时尚和个性,饰品定制成为新宠，并正在成为继住房、汽车 之后中国老百姓的第三大消费热点。目前，中国已经成为全球饰品消费增长 最快的市场之一，仅次于美国和日本。 然而中国饰品欧亿·体育（中国）有限公司的竞争仍处于初级状态，尚未出现对稀有原材料具有 掌控能力的公司，没有领先品牌。因此，如何打造定制品牌，在市场中立足， 成为饰品企业面临的现实问题。 K 公司从市场需求角度出发，针对目前传统饰品市场的不足之处，利用 3D 打印技术进行独特的产品定制，并通过设计和销售众筹平台，融合体验式 营销，给客户提供便捷的服务，满足消费者的个性化、独特性需求。本商业 计划书首先根据饰品定制的市场背景，分析了该项目的产品和盈利模式，运 用波特五力，SLEPT,SWOT 工具对 K 公司的内外部环境，饰品定制项目的优劣 势，发展机遇及可能面临的威胁进行分析。进而阐述饰品定制项目的竞争格 局，分析其主要竞争对手（包括传统珠宝首饰店、新型的电商饰品店及连锁 小饰品店的竞争优、劣势），阐述 K 公司具备产品，人才，技术研发和创新 的经营模式的竞争优势，制定差异化的竞争战略，在竞争中致胜。 通过市场调研，进行目标客户分析，了解客户需求和购买力。用 4Ps 理 论来详细诠释饰品定制项目的营销计划，并对项目的运作进行细化，制定相 应的运营计划。 本计划书最后对Ｋ公司饰品定制项目进行了五年的财务预测和分析，并摘要 II 针对可能面临的潜在风险制定了相应的对策和解决方案。通过财务分析，可 以看出 K 公司饰品定制项目是有一个盈利优良，值得投资的项目。 关键词 3D 打印饰品定制 商业计划 消费者分析 竞争分析 设计销售众 筹平台Abstract III Abstract Since the twenty-first Century, China's economy was growing rapidly, people began to pay more attention to the quality of life, and fashion and individuality, Tailor made of jewelry become new favorites for them. And it is third-largest hot consumption spots after housing and automobiles in China. At present, Chinese jewelry market has become top rank in the world, next only to the United States and Japan. However the competition of China's jewelry industry is still in primary sta ge, there is no company with the ability to control the rare raw material; no leading brand, not one’s market share is more than 5%; due to the lack of the innovation, most of companies are in very small scale. How to create a famous brand based on the market, become a real problem for the jewelry enterprises. To meet the market demand and avoid the deficiency of traditional jewelry market, the project will use 3D printing technology to realize uniquely customized products, and through the Crowdfunding’s platform for design and sales to provide customers with convenient services. At the meanwhile, K Company will take experiential marketing model, in order to meet the consumer's personalized, unique needs. The Business plan, firstly introduced the product characteristics and profit model. Then, analyzed the internal and external environment of K Company, the project’s advantages and disadvantages, as well as the opportunities for development and the potential threats via Porter's five forces, SLEPT, SWOT tools. Besides that, the business plan also analyzed the competition of Jewelry industry, and the main rivals of K Company to make suitable competition strategy of the company. Through market research and target customer analysis to get well understanding of customer demand and their purchasing power. Making marketing plan for 3D printedAbstract IV tailor made jewelry project of K Company with the 4Ps theory. Detailed operation plan was included. At the end ,five-years financial forecasting of the plan was made which demonstrates that 3D printed tailor made project is profitable and worth to invest. Keyword Tailor made jewelries via 3D print technology, Business Plan, Consumer Analysis, Competitiveness Analysis，Crowdfunding’s platform for design and sales.Abstract V 目录 摘要.........................................................................................................................I Abstract .................................................................................................................III 第一章 绪论...........................................................................................................1 1.1 研究背景及意义..........................................................................................1 1.1.1 研究背景 ..............................................................................................1 1.1.2 研究意义 ...............................................................................................1 1.2 研究内容和方法..........................................................................................3 1.2.1 研究内容 ...............................................................................................3 1.2.2 研究方法 ...............................................................................................4 第二章 K 公司饰品定制项目分析 .......................................................................7 2.1 K 公司饰品定制项目概述...........................................................................7 2.1.1 K 公司简要介绍 ...................................................................................7 2.1.2 K 公司饰品定制项目概述 ...................................................................7 2.2 K 公司定制产品介绍...................................................................................8 2.2.1 3D 打印定制产品概述 .........................................................................8 2.2.2 3D 打印定制服务特色 ..........................................................................8 2.3 K 公司定制品牌价值主张.........................................................................11 目录目录 - VI - 2.4 K 公司的优势和劣势.................................................................................11 2.4.1 K 公司的竞争优势 ..............................................................................11 2.4.2 K 公司的竞争劣势 ..............................................................................13 2.5 本章小结 ...................................................................................................14 第三章 饰品欧亿·体育（中国）有限公司分析.........................................................................................15 3.1 饰品欧亿·体育（中国）有限公司发展概况及趋势........................................................................15 3.1.1 饰品欧亿·体育（中国）有限公司发展概况 .............................................................................15 3.1.2 饰品欧亿·体育（中国）有限公司发展趋势 .............................................................................16 3.2 饰品欧亿·体育（中国）有限公司宏观环境分析............................................................................18 3.2.1 外部社会文化环境 .............................................................................18 3.2.2 外部法律环境 .....................................................................................19 3.2.3 外部经济环境 .....................................................................................19 3.2.4 外部政治环境 .....................................................................................22 3.2.5 外部技术环境 .....................................................................................22 3.3 饰品欧亿·体育（中国）有限公司微观环境分析............................................................................22 3.3.1 潜在的进入者的威胁 .........................................................................23 3.3.2 现有竞争程度 ......................................................................................23 3.3.3 顾客的议价能力 .................................................................................24 3.3.4 供应商的议价能力 .............................................................................24 3.3.5 替代者 .................................................................................................24 3.4 K 公司所面临的机遇和威胁.....................................................................25 3.5 本章小结 ...................................................................................................26 第四章 K 公司饰品定制项目客户分析 ...................