摘要艾媒咨询(iMedia Research)数据显示,2012年中国O2O市场规模达到986.8亿元,到2015年这个数值将会翻两番。巨大的潜在市场空间引来的是激烈的竞争,O2O外卖平台率先吹响号角,以“淘点点”、“饿了么”、“美团”等为代表的O2O外卖平台通过“烧钱大战”展开角逐。由此暴露了竞争手段单一化、企业差异化不足的严重的行业弊端。本研究从客观者的视角,结合企业竞争原理,以消费者及商家的角度探索影响其各自选择外卖平台的因素。通过问卷调查、实证分析及数据分析得出以下主要结论:O2O外卖平台在吸引消费者和商家的过程中通过服务及口碑影响商家及消费者选择。并为O2O外卖平台企业在未来竞争中提供参考及思路。46807
Abstract:
Ai Media Consulting (iMedia Research) data show that in 2012 China O2O market reached 98.68 billion yuan by 2015 this number will quadruple. Attracted a huge potential market space is highly competitive, O2O takeaway platform first sounded the clarion call to "Amoy little", "hungry Why", "US corporations" as the representative of O2O takeaway platform through "burn war" categories. Thereby exposing the competition means single, less differentiated serious business sectors of the state. This study's objective perspective, combined with competitive principles to consumers and businesses to explore the influence of the angle of their chosen platform takeaway factors. By studying the assumptions, questionnaires and data analysis following major conclusions: O2O takeaway platform to attract consumers and businesses in the process of affecting businesses and consumers through service and reputation. And to provide a reference platform for enterprise O2O takeaway and ideas for future competition.
毕业论文关键词:O2O 外卖平台 竞争能力 服务 口碑
Keyword:O2O Takeaway Platform Competitive Service Reputation
目录
1 绪论 4
1. 1研究背景和意义 4
1.2.研究目的和内容 4
1.3 研究创新点 5
1.4 研究方法和研究路线 6
1.4.1 研究方法 6
1.4.2 研究路线 6
2.1 国外研究 7
2.2 国内研究 7
3.国内主流020外卖平台介绍及其特点 8
3.1饿了么外卖平台描述及特点 8
3.2 淘点点外卖平台介绍及特点 9
4 影响用户选择外卖平台的因素分析 9
4.1 商家选择外卖平台因素的分析 10
4.1.1 调查方案设计 10
4.1.2 访谈商户 10
4.1.3 总结影响商家选择外卖平台因素 11
4.2 消费者选择外卖平台因素分析 12
4.2.1 问卷调查设计 12
4.2.2 统计分析 13
5.用户选择外卖平台因素实证调查 14
5.1 各因素对消费者选择外卖平台影响程度调查分析 14
5.2 各因素对商家选择外卖平台影响程度调查分析