餐饮外卖O2O物流配送实施策略及评价研究

发布时间：2018-03-23 05:06

本文选题：餐饮外卖　切入点：O2O　出处：《华北电力大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：在政府、政策以及各部门的支持下,传统餐饮企业借助于餐饮外卖平台实现了线上线下双渠道的打通融合,不仅可以借助外卖平台的海量注册用户来实现品牌的推广营销引入消费者订单流量,还可以利用平台的物流配送能力拓展新的外卖商业模式,拓宽销售范围,使传统餐饮企业找到新的利润增长点,另外企业还可以通过外卖平台的信息化管理优势,对企业的销售数据进行分析,对消费者实现个性化的营销推送,对意见评价反馈收集整理,以实际业务数据为依据进行汇总分析,找到企业经营的问题和不足,找到适合企业自身实际情况的整改方案,不断提升自己产品和服务的质量,实现外卖企业整个产品运营生命周期的良性管理和发展。本文综述了O2O商业模式的概念以及O2O模式在餐饮外卖行业中的应用,分析当前阶段餐饮外卖O2O的四种主流的物流配送模式---商家自配,第三方众包配送,平台众包和平台自配,论述了四种物流配送模式的主要特点,并对比了各自的优缺点。概述了餐饮外卖行业的四个发展阶段---探索期,市场启动期,高速发展期和应用成熟期,并通过PEST分析法从政治,经济,社会,技术四个角度探讨了当前餐饮外卖市场的宏观环境的具体情况。餐饮服务行业以消费者满意度为准,本文另辟蹊径,从消费者满意度的角度出发,设计餐饮外卖物流配送消费者满意度调查问卷,对当前餐饮外卖物流配送服务进行调查,通过对调查结果进行分析整理归纳,研究得出当前外卖物流配送的主要问题是服务质量参差不齐,配送安全不能保障,配送成本高,评价分析不专业等,并对每个问题进行论述,提出针对性的解决方案。最后以YB米线连锁店为例,解决企业外卖物流配送成本高,外卖业务难以实现盈利的问题,从企业实际情况出发,结合企业所处的客观环境,通过定性的SWOT分析法,矩阵图分析法和定量的AHP层次分析法,构建数据模型,找到适合YB米线的解决策略组合,对试点分店执行策略并对实施情况进行跟踪,从销售量和净利润两个维度与非试点分店进行对比分析,论证方案实施效果的可行性和有效性,证明方案可以推广到其他分店。以此为例,理论结合实际,通过把学术研究方法应用到商业管理的实际问题,对其他餐饮行业的外卖商家分析自身的问题,借助于定性定量的分析方法找到解决策略方案,通过试点实施来验证方案执行效果,给予方法论和实践操作上的借鉴和参考。
[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.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3;F252

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