發(fā)布時(shí)間：2018-03-23 05:06

  本文選題：餐飲外賣　切入點(diǎn)：O2O　出處：《華北電力大學(xué)(北京)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在政府、政策以及各部門的支持下,傳統(tǒng)餐飲企業(yè)借助于餐飲外賣平臺(tái)實(shí)現(xiàn)了線上線下雙渠道的打通融合,不僅可以借助外賣平臺(tái)的海量注冊(cè)用戶來實(shí)現(xiàn)品牌的推廣營銷引入消費(fèi)者訂單流量,還可以利用平臺(tái)的物流配送能力拓展新的外賣商業(yè)模式,拓寬銷售范圍,使傳統(tǒng)餐飲企業(yè)找到新的利潤增長點(diǎn),另外企業(yè)還可以通過外賣平臺(tái)的信息化管理優(yōu)勢(shì),對(duì)企業(yè)的銷售數(shù)據(jù)進(jìn)行分析,對(duì)消費(fèi)者實(shí)現(xiàn)個(gè)性化的營銷推送,對(duì)意見評(píng)價(jià)反饋收集整理,以實(shí)際業(yè)務(wù)數(shù)據(jù)為依據(jù)進(jìn)行匯總分析,找到企業(yè)經(jīng)營的問題和不足,找到適合企業(yè)自身實(shí)際情況的整改方案,不斷提升自己產(chǎn)品和服務(wù)的質(zhì)量,實(shí)現(xiàn)外賣企業(yè)整個(gè)產(chǎn)品運(yùn)營生命周期的良性管理和發(fā)展。本文綜述了O2O商業(yè)模式的概念以及O2O模式在餐飲外賣行業(yè)中的應(yīng)用,分析當(dāng)前階段餐飲外賣O2O的四種主流的物流配送模式---商家自配,第三方眾包配送,平臺(tái)眾包和平臺(tái)自配,論述了四種物流配送模式的主要特點(diǎn),并對(duì)比了各自的優(yōu)缺點(diǎn)。概述了餐飲外賣行業(yè)的四個(gè)發(fā)展階段---探索期,市場(chǎng)啟動(dòng)期,高速發(fā)展期和應(yīng)用成熟期,并通過PEST分析法從政治,經(jīng)濟(jì),社會(huì),技術(shù)四個(gè)角度探討了當(dāng)前餐飲外賣市場(chǎng)的宏觀環(huán)境的具體情況。餐飲服務(wù)行業(yè)以消費(fèi)者滿意度為準(zhǔn),本文另辟蹊徑,從消費(fèi)者滿意度的角度出發(fā),設(shè)計(jì)餐飲外賣物流配送消費(fèi)者滿意度調(diào)查問卷,對(duì)當(dāng)前餐飲外賣物流配送服務(wù)進(jìn)行調(diào)查,通過對(duì)調(diào)查結(jié)果進(jìn)行分析整理歸納,研究得出當(dāng)前外賣物流配送的主要問題是服務(wù)質(zhì)量參差不齊,配送安全不能保障,配送成本高,評(píng)價(jià)分析不專業(yè)等,并對(duì)每個(gè)問題進(jìn)行論述,提出針對(duì)性的解決方案。最后以YB米線連鎖店為例,解決企業(yè)外賣物流配送成本高,外賣業(yè)務(wù)難以實(shí)現(xiàn)盈利的問題,從企業(yè)實(shí)際情況出發(fā),結(jié)合企業(yè)所處的客觀環(huán)境,通過定性的SWOT分析法,矩陣圖分析法和定量的AHP層次分析法,構(gòu)建數(shù)據(jù)模型,找到適合YB米線的解決策略組合,對(duì)試點(diǎn)分店執(zhí)行策略并對(duì)實(shí)施情況進(jìn)行跟蹤,從銷售量和凈利潤兩個(gè)維度與非試點(diǎn)分店進(jìn)行對(duì)比分析,論證方案實(shí)施效果的可行性和有效性,證明方案可以推廣到其他分店。以此為例,理論結(jié)合實(shí)際,通過把學(xué)術(shù)研究方法應(yīng)用到商業(yè)管理的實(shí)際問題,對(duì)其他餐飲行業(yè)的外賣商家分析自身的問題,借助于定性定量的分析方法找到解決策略方案,通過試點(diǎn)實(shí)施來驗(yàn)證方案執(zhí)行效果,給予方法論和實(shí)踐操作上的借鑒和參考。
[Abstract]:With the support of the government, policy and various departments, the traditional catering enterprises realized the integration of online and offline channels with the help of the takeout platform. Not only can we use the massive registered users of the take-out platform to realize the promotion and marketing of the brand and introduce the flow of consumer orders, we can also use the logistics and distribution capability of the platform to expand the new take-out business model and broaden the range of sales. The traditional catering enterprises can find new profit growth points. In addition, the enterprises can also analyze the sales data of the enterprises through the information management advantage of the take-out platform, so as to realize the personalized marketing push to the consumers. Collect and organize the feedback of opinions and evaluation, collect and analyze according to the actual business data, find out the problems and shortcomings of the business operation, find out the rectification and reform schemes suitable for the actual situation of the enterprise, and continuously improve the quality of their own products and services, This paper reviews the concept of O2O business model and its application in the takeout industry. This paper analyzes the four main logistics distribution modes of takeout O2O at the present stage, that is, merchant self-matching, third-party crowdsourcing distribution, platform crowdsourcing and platform self-matching, and discusses the main characteristics of the four logistics distribution modes. And compared their advantages and disadvantages. Summarized the four stages of the catering takeaway industry-exploration, market start-up, high-speed development and application maturity, and through PEST analysis from the political, economic, social, This paper discusses the specific situation of the macro environment of the current catering take-out market from four angles of technology. The catering service industry takes the satisfaction of consumers as the standard. This paper takes a different approach, starting from the perspective of consumer satisfaction. Design the questionnaire of customer satisfaction of catering take-out logistics distribution, investigate the current catering take-out logistics distribution service, analyze and summarize the results of the survey, The main problems of take-out logistics distribution are that the service quality is not uniform, the safety of distribution can not be guaranteed, the cost of distribution is high, the evaluation and analysis is not professional, and each problem is discussed. Finally, taking the YB rice wire chain chain as an example, to solve the problems of high cost of take-out logistics distribution and difficulty in making profit of take-out business, starting from the actual situation of the enterprise and combining with the objective environment of the enterprise, Through qualitative SWOT analysis, matrix chart analysis and quantitative AHP analytic hierarchy process, the data model is constructed, the solution strategy combination suitable for YB meter line is found, the implementation strategy of the pilot branch store is carried out and the implementation situation is tracked. This paper compares the two dimensions of sales volume and net profit with that of non-pilot branch stores, proves the feasibility and effectiveness of the implementation effect of the scheme, and proves that the scheme can be extended to other branch stores. By applying academic research methods to the practical problems of business management, this paper analyzes the problems of take-out merchants in other catering industries, and finds out the solutions by means of qualitative and quantitative analysis methods. Through the pilot implementation to verify the effectiveness of the implementation of the program, to methodology and practical operation of reference and reference.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F719.3;F252

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本文編號(hào)：1652003