21 世纪是信息的时代，谁拥有信息越多，越快，越有效，谁就掌握竞争优势的先 决条件。对日益成为人们日常生活不可或缺的手机行业来说，信息，特别与市场有关 的手机体验数据的快速和准确获取则显得更为重要。 在体验式营销方式已逐渐取代传统的以营销人员解说和推荐介绍为主的营销模式 后的今天，手机经营商特别是手机品牌商们普遍遇到的一个问题是，面对星罗棋布分 散在大至全国范围内的成千上万个与之相关的零售体验销售门店，如何快速而准确的 获取某一指定区域，指定品牌/型号的手机消费者体验数据，这成为他们迫切要解决的 问题。因为这些体验数据很大程度上可反映出各品牌、各型号手机的市场受欢迎程度， 也可以借此了解到品牌商们发动的各类市场活动，如新品上市或旧品促销活动等的执 行情况是否按预期计划执行。有了这些快速和准确数据后，手机品牌商可更客观的评 估市场决策的正确与合理性，也可据此作出及时的市场决策调整，从而避免不必要的 损失。 然而由于种种原因，这类数据的收集相当困难，不管是从成本还是时间的角度都 不经济，而且效果还不尽人意。目前无论是手机品牌商自身，还是其供应商，在此领 域中都还未找到一个有效的办法。 C 公司作为一个服务于手机品牌商的企业，在其过往业务服务提供过程中已看到 了这一市场的潜力，并已着手开发一套基于物联网的手机体验数据实时收集与服务平 台，以期满足这一市场需求。本文即以 C 公司此项目为核心，在分析项目投资内外部 环境和整体市场的基础上，通过 STP 方法，对整个市场进行细分、评估；继而界定目 标市场和市场定位。在此基础上，制定了相对应的市场营销模式和策略。为验证此模 式与策略的可行性，本文从财务角度和风险预测与控制的角度对该项目的可行性进行 论证。以上拟形成一份商业计划书，以供 C 公司参考，也希望给行业其它企业带来一 些发展方向的启示。 关键词，手机体验数据，物联网，数据收集II Abstract The 21st century is the era of information. People who owns more information and more effective information more quickly will holds a prerequisite for competitive advantage. To mobile phone industry, which is becoming people’s indispensable part for daily life, for the information, especially for those relating to the market of mobile phone experience data, how to obtain it quickly and accurately is becoming more and more important. Today when the experiential marketing model has gradually been replacing the traditional marketing one which is characterized by marketer’s explanation and recommendation, the mobile phone operators, especially mobile phone branders are commonly encountered a problem. That is, in face of tens of thousands retail stores scattered to nationwide, how to quickly and accurately obtain the consumers experience data for any designated area and any designated brand/model of mobile phoneIt becomes urgent to solve those problems because these data can be largely reflects market popularity for those designated brands, or designated models of mobile phone. In addition, it can help to know and understand whether the actual effectiveness reach the expected level or not for various marketing activities, such as new product launch and old product promotion, etc. With the rapid and accurate data, the mobile phone operators or branders can more objectively assess the right and the rationality of the market decision, so that the operators or branders can make a timely adjustment and market decision accordingly so as to avoid unnecessary loss. Due to various reasons, however, this kind of data collection is very difficult and not economy no matter from the angle of the cost or time. In addition, the effectiveness is also not so good. So far, no matter for mobile phone branders themselves, or their suppliers, any one has not yet found an effective way in this field. C company, as a service provider for mobile phone branders, has found out the potential market in the process of business services to those customers in the past years, andIII has developed and set up a set of mobile phone experience data real-time collection and service platform based on Internet of Things, so as to meet the demand of the market. This article cores C company’s this project. Based on the analysis of the internal and external environment of the project and the overall market, through the STP method, the article successively conducts segmentation on the whole market, assess on segmented markets, define the target market and market positioning. On this basis, the article formulates the corresponding marketing mode and strategy. To test and verify the feasibility of the model and strategy, this article finally make demonstration from the perspective of financial and risk forecast and control. The whole article is written by a format of business plan. The aim is hopefully to provide a reference for C company as well as to bring some inspiration and direction for other enterprises in this industry. Keywords: mobile phone experience data, Internet, data collectionIV 目 录 摘要...................................................................................................................................I Abstract ................................................................................................................................II 第一章 绪论 ........................................................................................................................ 1 1.1 选题背景及研究意义................................................................................................ 1 1.1.1 选题背景............................................................................................................. 1 1.1.2 研究意义............................................................................................................. 2 1.2 国内外研究现状........................................................................................................ 3 1.2.1 体验营销研究现状 ............................................................................................. 3 1.2.2 物联网研究现状................................................................................................. 4 1.2.3 大数据研究现状................................................................................................. 5 1.3 研究思路与研究方法................................................................................................ 7 1.3.1 研究思路及技术路线 ......................................................................................... 7 1.3.2 研究方法............................................................................................................. 8 第二章 项目介绍 ...............................................................................................................10 2.1 C 公司介绍................................................................................................................10 2.2 项目介绍 ..................................................................................................................11 2.3 手机体验数据服务平台介绍 ...................................................................................12 2.3.1 终端产品介绍....................................................................................................13 2.3.2 软件应用平台介绍 ............................................................................................13 2.3.3 服务平台工作过程介绍 ....................................................................................14 2.4 数据服务平台业务模式...........................................................................................15 2.4.1 服务平台的数据价值 ........................................................................................15 2.4.2 服务平台业务模式 ............................................................................................16 2.5 本章小结 ..................................................................................................................19 第三章 项目投资环境分析................................................................................................20 3.1 外部环境分析 ..........................................................................................................20 3.1.1 一般外部环境分析 ...........................................................................