Mengting Yan

Date of Award


Document Type

MA Project - Open Access

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Chen Anying


This is a business plan about CCH that has not been implemented. With the
rapid development of the Internet in China, e-commerce market has come into the
period of explosive growth after more than ten years of market cultivation. Recently, the amount of APP online shopping in one year has exceeded 40 trillion yuan. In this situation, traditional enterprises are getting involved into e-commerce. This paper studies the situation of the e-commerce market and the art derivatives industry, elaborates the market opportunities, and makes an economic analysis of the operation of art derivatives APPs, which can be used as a reference for enterprises engaged in e-commerce, hoping to enlighten investors and managers of shopping APPs. Moreover, this paper takes an art derivative APP —— "Canvas Creations Hub", referred to as "CCH" APP as the research object, and uses strategic management, financial management, marketing management, consumer behavior and other theories in the form of a business plan to conduct a detailed analysis of the business model and other aspects of the project, so that investors have a very clear understanding of the project, so as to create conditions for the financing of the project. Firstly, this paper analyzes the macro environment of e-commerce and art derivatives industry, that is, analyzes policy, legal, economic, technological, cultural and other factors, and clarifies the favorable and unfavorable factors in the general environment, which shows that the macro environment is conducive to the development of CCH projects. After analyzing the macro environment, Porter's five forces analysis method was used to analyze the competitive environment of the e-commerce market and the art derivatives industry, and formulated a competitive strategy. Then, SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats of the project, and formulate a business strategy.