O2O模式下餐饮外卖市场大学生消费群分析——基于河北师范大学的实证研究

发布时间：2018-07-10 18:03

本文选题：餐饮OO + 外卖　；参考：《新闻知识》2015年04期

【摘要】：基于问卷调查和焦点小组访谈,本文以河北师范大学为例,对O2O模式下餐饮外卖市场大学生消费群进行了分析,得出结论:大学生是餐饮外卖的主要消费群体,他们没有固定的订餐频次,但通常选择在午餐时间通过手机网上订餐,并进行在线支付,可接受的等餐时间基本在30分钟以内。方便、可以足不出户用餐是他们选择外卖订餐的最主要原因,价格便宜、有促销活动也是重要的考虑因素。传单和朋友推荐是他们获取外卖平台信息的主要渠道,美团外卖和饿了么是他们目前最常使用的外卖平台,简单直接的降价促销最受欢迎,餐饮食品的卫生质量是他们选择外卖平台时考虑的最重要因素。
[Abstract]:Based on questionnaires and focus group interviews, this paper takes Hebei normal University as an example to analyze the consumption group of college students in the takeout market under the O _ 2O model. The conclusion is that college students are the main consumers of takeout. They don't have a regular order frequency, but they usually choose to order meals online over their cell phones during lunchtime and pay online. The acceptable waiting time is less than 30 minutes. Convenient, can not go out to eat is the most important reason why they choose takeout order, the price is cheap, has the promotion activity is also the important consideration factor. Flyers and friends' referrals are their main sources of information on the take-out platform. Meituan take-out and hunger are the most popular takeout platforms they use right now, and simple and direct price cuts are most popular. The hygienic quality of food and beverage is the most important factor that they consider when they choose the take-out platform.
【作者单位】：河北师范大学新闻传播学院;
【基金】：河北省教育厅人文社科青年项目(项目编号:SQ141117)
【分类号】：F719.3;F724.6;G655.5

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