网络餐饮团购竞争力发展研究

发布时间：2018-03-10 03:39

本文选题：顾客价值　切入点：竞争力　出处：《华侨大学》2012年硕士论文　论文类型：学位论文

【摘要】：2010年3月，中国出现了第一个团购网站美团网。自此，团购网站数量剧增，团购市场竞争不断升级。餐饮、美容和娱乐等本地消费类项目得到众多消费者的青睐。尤其是餐饮团购，渐渐发展成为各类团购中的佼佼者，销售额快速上升，开团次数持续增长，占总销售额的比例更是居高不下。然而，餐饮团购高速发展的同时也出现了区别对待顾客、菜品和服务缩水等等问题。餐饮团购在消费者心目中的信用逐步下滑。如何让餐饮团购在激烈的竞争中维持长久优势已经开始引起各方的关注。在竞争日益激烈的买方市场上，“顾客是竞争的核心”已经得到越来越多学者和企业家的认可。本研究延续了多数学者的观点，认为竞争力来源于顾客，企业创造的顾客价值决定了企业的市场地位。以此为前提，，本研究从餐饮团购发展的现状进行探讨，从顾客价值的角度分析了餐饮团购获得优良市场绩效的原因，并结合顾客价值理论和竞争力理论提出了进一步培育餐饮团购竞争力的策略。本着务实和理论联系实际的原则，本文采用了理论推演的研究方法对餐饮团购的竞争力提升进行研究。本研究首先对顾客价值和企业竞争力的相关研究进行了梳理，认为企业内外部资源和企业能力共同决定了企业的竞争力，并且所有的竞争活动都应该围绕顾客进行，关注怎样为顾客创造更大的价值。在此基础上，本研究提出企业的竞争力并非由企业自身或者外部环境某一方面因素决定，而是两者相互作用的结果。依据餐饮团购的流程，本文深入剖析餐饮团购创造和传递的顾客价值；并结合本文的理论基础构建了基于顾客价值的餐饮团购竞争力发展模型。此后，针对餐饮团购如何提升顾客价值、维持自身竞争力提出了战略指导。最后，本研究对国内团购翘楚美团网的餐饮市场进行研究以验证之前的模型，并综合之前的研究得到了大量有意义的结论。希望本研究起到抛砖引玉的作用，真正推动餐饮团购相关研究的发展。
[Abstract]:In March 2010, the first group-buying website Meituan appeared in China. Since then, the number of group-buying websites has increased dramatically and the competition in the group-buying market has been escalating. Local consumer items, such as beauty and entertainment, are favored by many consumers. In particular, catering group buying has gradually developed into a leader in all kinds of group purchases, with sales increasing rapidly and the number of group opening increasing continuously. The proportion of total sales is even higher. However, with the rapid development of food and beverage group purchase, there is also a distinction between customers. Food and service shrink and so on. The credit of food group purchase in the eyes of consumers is gradually declining. How to make food group purchase maintain long-term advantage in the fierce competition has begun to attract the attention of all parties. In the increasingly competitive buyer market, "customer is the core of competition" has been recognized by more and more scholars and entrepreneurs. The customer value created by the enterprise determines the market position of the enterprise. Based on this premise, this study probes into the present situation of the development of catering group purchase, and analyzes the reasons why the catering group purchase obtains the excellent market performance from the point of view of customer value. Combining the theory of customer value and the theory of competitiveness, this paper puts forward the strategy of further fostering the competitiveness of catering group purchase. Based on the principle of pragmatism and combination of theory and practice, this paper adopts theoretical deduction to study the promotion of the competitiveness of catering group purchase. It is believed that the internal and external resources and the ability of the enterprise together determine the competitiveness of the enterprise, and that all competition activities should be carried out around the customer and pay attention to how to create greater value for the customer. This study proposes that the competitiveness of enterprises is not determined by the enterprise itself or external environment factors, but the result of the interaction between the two. According to the process of catering group purchase, this paper deeply analyzes the customer value created and transmitted by catering group purchase. Combined with the theoretical basis of this paper, the development model of catering group purchase competitiveness based on customer value is constructed. After that, the author puts forward strategic guidance on how to enhance the customer value and maintain the competitiveness of catering group purchase. In this study, the food and beverage market of Meituan, a leader of group buying, was studied to verify the previous model, and a large number of meaningful conclusions were obtained by synthesizing the previous research. To promote the development of research on food and beverage group purchase.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719.3;F724.6

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