O2O餐饮行业的现状与发展研究

学号111009毕业设计（论文）O2O餐饮行业的现状与发展研究院（系、部）：经济管理学院姓名：张琳曼年级：2011级专业：国际经济与贸易指导教师：郭金刚教师职称：副教授2015年6月21日·北京O2O餐饮行业的现状与发展研究II北京石油化工学院学位论文电子版授权使用协议论文《O2O餐饮行业的现状与发展研究》系本人在北京石油化工学院学习期间创作完成的作品，并已通过论文答辩。本人系作品的唯一作者，即著作权人。现本人同意将本作品收录于“北京石油化工学院学位论文全文数据库”。本人承诺：已提交的学位论文电子版与印刷版论文的内容一致，如因不同而引起学术声誉上的损失由本人自负。本人完全同意本作品在校园网上提供论文目录检索、文摘浏览以及全文部分浏览服务。公开级学位论文全文电子版允许读者在校园网上浏览并下载全文。注：本协议书对于“非公开学位论文”在保密期限过后同样适用。院系名称：经济管理学院作者签名：张琳曼学号：1110092015年6月21日O2O餐饮行业的现状与发展研究I摘要随着电子商务在国内市场的迅猛发展，国内电子商务市场政策制度环境的不断完善，电子商务涉及的社会领域不断延伸以及电子商务物流服务、支付手段、电子商务平台、移动客户端等的发展，新的电子商务模式不断出现并完善。O2O电子商务模式就是跟随着团购的兴起出现的，它是通过O2O平台将商户信息、服务产品信息和服务评价展示给消费者，在线上完成商户商品服务的选择和资金交易，到线下实现消费并在线上完成评价和反馈的一种新的电子商务模式。O2O模式将电子商务拓展到生活服务的各个领域，包括餐饮美食、咖啡厅、酒吧、理发店，美容院、足疗等。而其中最早接触O2O的餐饮业占据了O2O的市场的巨大比重。关键词：O2O，电子商务，餐饮业，传统模式O2O餐饮行业的现状与发展研究IIAbstractAse-commerceinthedomesticmarket,therapiddevelopmentofdomestice-commercemarketpoliciesandsystemsenvironmentisnotConstantimprovement,sociale-commerceande-businessinvolvesthecontinuousextensionoflogisticsservices,meansofpayment,E-commerceplatform,mobileclientandotherdevelopment,thenewe-businessmodelsemergingandperfect.O2OWiththeriseofe-commercemodelisbuynowappears,itisbyO2Oplatformbusinessinformationservicesproductinformationandserviceevaluationpresentedtotheconsumer,completedonlinemerchantsselectionofgoodsandservicesandfinancialtransactions,tothelineandrealizedconsumptioncompleteevaluationandanewe-commercemodelfeedbackonline.O2Omodelwillbeextendedtoallareasoflifee-commerceservices,includingcatering,cafes,bars,barbershops,beautysalons,footandsoon.AndwhereinthefirstcontactwiththefoodandbeverageindustryO2OoccupyahugeshareofthemarketO2OKeyword:O2O,e-commerceplatform,financialtransactions.O2O餐饮行业的现状与发展研究III目录摘要................................................................................................................................IAbstract.......................................................................................................................II目录.............................................................................................................................III第一章前言...............................................................................................................11.1选题背景..............................................................................................................11.2研究意义..............................................................................................................31.3国内外研究..........................................................................................................31.4O2O的产生.........................................................................................................41.5O2O的发展.........................................................................................................4第二章我国餐饮业O2O的发展现状........................................................................52.1餐饮业O2O的最初形成....................................................................................52.2现如今餐饮业O2O的现状................................................................................52.2.1国内餐饮现状...............................................................................................52.2.2国外餐饮现状...............................................................................................92.2.3国内外企业对比分析.................................................................................102.2.4餐饮类O2O的模式...................................................................................102.3行业内的激烈竞争............................................................................................122.3.1互联网巨头收购战.....................................................................................122.3.2创业公司的竞争与生存.............................................................................13第三章O2O对餐饮行业影响分析...........................................................................143.1O2O带来的收益...............................................................................................143.1.1经济效益.....................................................................................................143.1.2餐饮业革新.................................................................................................153.1.3品牌宣传优势.............................................................................................163.2O2O存在的弊端...............................................................................................16第四章O2O餐饮业未来的发展策略.......................................................................18O2O餐饮行业的现状与发展研究IV4.1规避风险............................................................................................................184.1.1明确市场定位及目标顾客.................................................................................184.1.2加强对目标市场的分析.....................................................................................184.2企业战略制定....................................................................................................194.2.1制定正确的企业目标............................................194.2.2第