当前的电子商务交易市场正在高速发展，传统生产厂家在天猫、京东等大型平台上建 立了网络店铺。而这些传统的第三方平台在交易过程中处于强势地位，入驻的商家面临大 型平台收取高昂入驻费、广告费，厂家没有利润，终端销售环境倒逼厂家转型至开设自营 网络专卖店。但是自建网店，又面临着厂家如何获得用户的认可，如何让用户直接来官方 网站交易等问题。从另一个角度来说，广大消费者经常购买到假冒伪劣的商品，在一个不 太熟悉的网站上购物，或者购买不太熟悉的品牌商品时，往往担心对方的质量和信用，诚 信危机困扰着厂家网络商城的发展，因此大量的高性价比的商品与需求者擦肩而过。 在这样的研究背景下，针对消费网民与生产厂家这两个不同的研究对象，诞生了《正 品购》项目，本报告项目的核心价值，就是增加消费网民对厂家商城的信任，促进消费网 民直接去厂家官方网站进行交易，增强粘性，降低交易的时间成本、货币成本和信任成本。 与此同时，平台还可以引入电子商务个性推荐技术，这是一种基于大数量的数据，对关键 数据进行提取，经过数据分析之后，可以为商家挖掘潜在客户，扩大销售范围提供有力的 决策依据的技术。对于用户而言，电子商务个性推荐技术能够使用户能够在海量的商品信 息中快速、准确地选取自己需要的商品，缩短购物时间，增加购物的信任度。因此，无论 对商家和用户双方都是很有利的，这种推荐模式具有很大的发展前景和应用价值。 本报告通过搭建正品购平台的方式，探讨解决消费网民与厂家的信息鸿沟，增进双方 信任，促进交易的方法。所以，本平台是一个电子商务导购的交易平台，将生产厂家的官 方商城和商品，呈现在正品购电子商务平台上，由平台导购人员进行推荐和进行社交化分 享，吸引消费网民用户购买。 在交易模式上，正品购平台通过全面客观地呈现导购人员的推荐与大众网民的评价， 引导广大用户去商家自营网店或官方网站消费，用户在商家官方网站上形成交易，导购人 员与正品购平台按照一定比例获取销售佣金。 本报告得出三点研究结论，第一、正品购平台，通过购物币、虚拟荣誉方式激励用户 对厂家的网站、商品进行投票和点评，得出的口碑评价体系是有效的。第二、由于用户投 票和点评的数据内容公开化，可以给消费网民大量购物参考信息，评价体系的数据对用户 是有价值的。第三、通过有价值的评价体系，可以自发带来更多用户人气，带来流量，这 些用户流量可以转化为项目平台的收益。 关键词: 正品购，电子商务导购，口碑导购，商业计划书II Business Proposal of Zhengpin Wanjia Genuine Buy Platform Abstract As the trading market of E-commerce is developed at top speed, traditional manufacturers have established online shops on large-scale platforms such as Tmall, JD, et. However, these traditional platforms of the third party are in strong positions and merchants suffer expensive entering and advertising expenses collected by the large-scale platforms, with no profit available to manufacturers. The terminal marketing environment compels the manufacturers to be transformed and establish online proprietary shops. In respect of self-establishment of online shops, they are faced with such problems as the way of obtaining clients' recognition and the way of making customers conduct transactions on official website. On the other hand, customers often purchase counterfeit and shoddy products and will be worried about the quality and credit if they shop on an unfamiliar website or purchase goods with unfamiliar brands. Credit crisis always hinders the development of online shopping mall of the manufacturers; and therefore, customers pass a great number of goods with high performance ratio . Under this background, Genuine Buy Project comes into being aiming at such different subjects investigated as online consumers and manufacturers. The project of this paper focuses on enhancement of online consumers' trust on online shopping mall of manufacturers and promotion of direct transactions conducted by the consumers on official website of the manufacturers, thereby strengthening viscosity, reducing time, money and trust costs of the transactions. In the meantime, personalized recommendation technology of e-commerce can be introduced in the platform, which is a technology based on mass data to pick up key data and then discover potential customers for merchants after data analysis. It can expand the sales scope and provide a strong basis for decision. For customers, with the personalized recommendation technology of e-commerce, they can select the goods that they need quickly and accurately from massive information so as to shorten shopping time and enhance trust of shopping. Therefore, it is opportune for merchants and users and this recommendation model has great potential for development and high application value. By means of establishing Genuine Buy Platform, this paper discusses the method of addressing information gap between online consumers and manufacturers to enhance the trust and promote the transactions. The platform is a transaction shopping guide platform of e-commerce, which can present the official shopping mall and goods of the manufacturers on this platform, and shopping guides of the platform making recommendations and social sharing to attract online consumers to purchase goods.III On this transaction mode, Genuine Buy Platform comprehensive and objectively show recommendations of shopping guides and comments of massive online consumers to guide mass users to shop on the proprietary shops or official websites. The guides and the platform get the selling commissions proportionally if users complete transactions on the official websites. This paper concludes that firstly, Genuine Buy Platform encourages users to vote for and comment on manufacturers' websites and goods by means of shopping currency and virtual honor and the praise and comment systems therefore acquired are effective. Secondly, openness of data on user votes and comments brings about massive reference information on shopping to online consumers, the data of comment system are worthy for users. Thirdly, more users spontaneously bring customer flow which can be converted to profit for the project platform. Key words: Genuine Buy, E-commerce guide, praise guide, business proopsalIV 目录 中文摘要..........................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章 绪论................................................................................................................................1 1.1 研究背景...........................................................................................................................1 1.2 研究意义...........................................................................................................................1 1.3 研究动态............................................................................................................................2 1.4 研究对象...........................................................................................................................2 1.5 研究方法...........................................................................................................................2 1.6 研究内容...........................................................................................................................3 1.7 研究结论...........................................................................................................................3 第二章 项目介绍........................................................................................................................4 2.1 公司介绍...........................................................................................................................4 2.1.1 公司简介.................................................................................................................4 2.1.2 公司项目简介.........................................................................................................4 2.1.3 公司优势.................................................................................................................5 2.2 项目平台设计与规划.......................................................................................................7