基于Social CRM的餐饮020研究

发布时间：2018-07-11 10:00

本文选题：餐饮行业 + O2O　；参考：《南京大学》2015年硕士论文

【摘要】：随着3G、4G网络的发展与普及,互联网尤其是移动互联网正在以不可想象的速度渗透到我们工作、生活的任何一个角落。互联网技术、互联网思维正在为越来越多的人所接受和越来越多的行业所运用。2013年以来,无论是制造业、金融行业、教育行业、医疗行业、餐饮行业无一例外的在互联网技术、思维的影响下发生中前所未见的变化。而作为"民以食为天"的餐饮行业因其巨大的市场体量,在这场变更中收到特别的青睐,成为了互联网时代竞争最激烈的行业之一。许多创新型电子商务模式逐渐被互联网企业应用到餐饮行业,并改变着人们的用餐方式。O2O模式在这种发展浪潮中应运而生。O2O即Online to Offline,也即线上到线下,这种模式的流程是消费者在线上预订产品或服务并可选择在线支付或到店支付,然后到线下实体店取货或享受服务,也有一种称之为反向020流程及线下完成消费和服务体验,然后通过扫码或其他途径关注,在现在完成点评、分享。本文从中国餐饮行业发展现状出发,在经典客户关系管理理论的基础上,应用Social CRM理论分析互联网企业O2O模式在餐饮行业实施的情况,分析现阶段餐饮O2O实施过程中出现的一些问题,针对这些问题提出相应的解决思路并给出基于Social CRM餐饮O2O平台的设计和实施策略,期望能够对互联网企业餐饮O2O平台的构建起到一定的指导作用,并希望能指引餐饮企业正确运用餐饮O2O平台实现降本增效探索出一条新的发展之路。文章首先介绍了当前餐饮行业发展的情况以及餐饮行业电子商务特别是O2O模式实施的背景与意义,回顾了相关理论与文献,分析了餐饮020的实施过程中出现的一些问题;进而对当前餐饮行业客户关系管理现状进行了解,结合相关的调查访谈案例重点分析了当前各互联网餐饮O2O平台的一些问题,同时也学习总结了一些国内外优秀互联网平台以及优秀的餐饮公司在餐饮O2O的成功实践;最后,重点探索了在面临餐饮行业如此激烈竞争生态环境下,国内餐饮行业如何在O2O实施中实现自我创新,实现消费者、平台、餐饮企业三方的共赢。
[Abstract]:With the development and popularization of the 3G 4G network, the Internet, especially the mobile Internet, is infiltrating into every corner of our work and life at an unimaginable speed. Internet technology, Internet thinking is being accepted by more and more people and used by more and more industries. Since 2013, there has been no exception in Internet technology, whether in manufacturing, finance, education, health care, catering, etc. Under the influence of thinking, unprecedented changes have taken place. Because of its huge market volume, the catering industry, as a "people's food as the sky", has received special favor in this change, and has become one of the most competitive industries in the Internet era. Many innovative e-commerce models have been gradually applied to the catering industry by Internet enterprises, and have changed the way people eat. O2O has emerged as the times require in this tide of development, that is, online to offline, that is, online to offline. The process of this model is for consumers to order products or services online and choose to pay online or to shop, and then pick up goods or enjoy services at offline physical stores. There is also a process called reverse 020 and an offline consumption and service experience. Then, by scanning the code or other means of attention, now complete the review, sharing. Based on the classical customer relationship management theory, this paper analyzes the implementation of the O2O model of Internet enterprises in the catering industry based on the current situation of the catering industry in China. This paper analyzes some problems in the process of implementation of O2O in catering industry at present, puts forward corresponding solutions to these problems, and gives the design and implementation strategy of catering O2O platform based on Social CRM. It is expected that it will play a certain guiding role in the construction of catering O2O platform for Internet enterprises, and it is hoped that it can guide the catering enterprises to use it correctly to realize the reduction of cost and efficiency and explore a new way of development. This paper first introduces the development of the catering industry and the background and significance of the implementation of E-commerce, especially the O _ 2O model in the catering industry, reviews the relevant theories and literature, and analyzes some problems in the implementation of catering 020; Then the current situation of customer relationship management in the catering industry is understood, and some problems of the current Internet catering O2O platform are analyzed in combination with relevant investigation and interview cases. At the same time, we also learn and summarize the successful practices of some domestic and foreign excellent Internet platforms and excellent catering companies in catering O2O. Finally, we focus on exploring the ecological environment facing such fierce competition in the catering industry. How to realize self-innovation in the implementation of O 2 O in domestic catering industry, and realize the win-win situation of consumers, platforms and catering enterprises.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F719.3

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