餐饮O2O商家的需求发现与服务提升

发布时间：2018-05-20 11:22

本文选题：O2O + 本体论　；参考：《武汉理工大学》2015年硕士论文

【摘要】：随着电商O2O模式的发展和本地化餐饮服务越加迫切的需求,餐饮O2O逐渐成为O2O模式中的一个重要行业分支,其以搜索的快捷性,服务的全面性和消费的便捷性,优化了商家的营销模式,迎合了消费者多样化的消费趋势,成为了互联网用户重要的消费领域。如今越来越多传统餐饮商家依托O2O平台,实现O2O化的服务模式,导致了餐饮O2O行业的激烈竞争。鉴于此,餐饮O2O商家系统性的了解餐饮O2O行业的需求点,并归纳出自己的关键需求,然后据此改进服务质量,就成为其在商业竞争中获利的一大关键因素。基于此背景与需求,本文利用本体论的思想构建餐饮O2O的本体模型,提出最底层构成体的需求发现方法与总结方式,并以此进行餐饮O2O行业的需求发现和总结,最后基于消费者的消费行为,归纳出餐饮O2O商家需要关注与分析的关键需求。在归纳出关键需求之后,商家需要据此分析提供的服务对关键需求的满足情况,得出服务中的长处与短板。本文采取网络问卷调查的形式,以消费者评分的方式来调查其对关键需求的期望程度,并以弱化主观性的数学方法得出较为客观的期望值,然后通过对消费者进行实地问卷调查,统计得出商家在关键需求上的实际满足情况,最后通过对比期望值和实际值得到评价结果,以指导商家实施针对性的服务改进。最后本文以马斯洛需求层次理论为基础,分析隐性需求的相关理论,并根据需求的关联性,构建模型来发现对显性需求进行增益和弥补效用的隐性需求。以发现结果做为餐饮O2O商家服务完善与提高的指导,帮助其低成本提高服务质量和消费者满意度,获得竞争优势并提高收益。本文对餐饮O2O行业的整体需求进行细化发现,并归纳出餐饮O2O商家的关键需求,再对其进行调查研究,使关键需求的重视程度和实际满足度可视化,最后对需求进行再挖掘,得出相关隐性需求,为餐饮O2O商家提供正确的改进方向与有效的服务提升方法。
[Abstract]:With the development of e-commerce O2O model and the urgent need of local catering service, catering O2O has gradually become an important branch of the O2O model, which is based on the quickness of searching, the comprehensiveness of service and the convenience of consumption. It optimizes the marketing mode of merchants, caters to the diversified consumption trend of consumers, and becomes an important consumption field for Internet users. Nowadays, more and more traditional catering businesses rely on the O _ 2O platform to realize the O _ 2O service mode, which leads to the fierce competition of the catering and O _ 2O industry. In view of this, the catering O2O merchants systematically understand the demand points of the catering O2O industry, and sum up their own key needs, and then improve the quality of service, it becomes a key factor to profit in the business competition. Based on this background and requirement, this paper constructs the ontology model of food and beverage O2O by using the idea of ontology, puts forward the method and summing up method of requirement discovery of the lowest component, and carries on the demand discovery and summary of the catering O2O industry. Finally, based on the consumer's consumption behavior, the key needs of food and beverage O _ 2O business attention and analysis are summed up. After summing up the key requirements, the merchants need to analyze the service to meet the critical needs, and get the strengths and weaknesses of the services. This paper adopts the form of network questionnaire to investigate the degree of expectation to the key demand by the way of consumer score, and obtains the more objective expectation value by the mathematical method of weakening subjectivity. Then through the field questionnaire survey to the consumers, statistics on the key needs of the merchant on the actual satisfaction of the situation, and finally through the comparison of expectations and actual values to obtain evaluation results, in order to guide businesses to implement targeted service improvement. Finally, based on Maslow's hierarchy of demand theory, this paper analyzes the relevant theories of implicit demand, and constructs a model to find the implicit demand for the gain and compensatory utility of explicit demand according to the relevance of demand. The results of discovery can be used as the guidance to improve and improve the service of catering O2O merchants, to help them improve service quality and consumer satisfaction at low cost, to gain competitive advantage and to improve their income. In this paper, the overall demand of the catering O2O industry is refined and found, and the key needs of the catering O2O merchants are summed up, and then investigated and studied to visualize the importance and actual satisfaction of the key needs. Finally, the demand is excavated again. The recessive demand is obtained to provide the right direction of improvement and effective method of service upgrading for O2O food and beverage merchants.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F719.3

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