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| 浅析网络餐饮平台运营分析与研究——以m公司为例
摘 要
随着近年来我国电子商务经济发展水平的不断提高,互联网技术日趋成熟,电子商务逐渐崭露头角并广泛应用于各行各业。经济水平的进步和发展让国民生活的质量不断改善和提高,对于日常生活的方方面面都有了更高的追求,而餐饮业作为现代我国传统文化产业的重要组成部分,消费市场广阔,在满足了国民生活物质的需求的同时也给社会创造了许多就业岗位,带来了许多的就业机会,推动着我国经济的健康发展。但是,餐饮业的不断快速发展也直接导致餐饮企业不断扩张和增多,各大餐饮公司之间的竞争也日益加剧,所以如何能够在日趋激烈的餐饮市场环境中保持一席之地,提高其市场占有率,这个问题已经成为现下各大餐饮公司不得不认真思考的课题。而本文需要研究的主要内容是如何借助网络餐饮服务平台把移动互联网技术应用到餐饮服务行业,利用互联网技术提高企业的知名度与影响力,为企业提供高效便利的管理模式。
这篇论文主要包括五个部分,首先简单地介绍了本文的研究背景、目的、意义和所采取的研究方法和内容。其次对餐饮业相关理论进行了分析,从电子商务的相关理论角度入手,重点地介绍了互联网电子商务的基本概念和模式,回顾了互联网电子商务在当前我国网络餐饮行业的发展和应用现状,分析了网络餐饮平台价值链的构成原因及其优势,阐明了当前我国网络餐饮平台建设和发展互联网电子商务的具体可行性,为后续研究提供理论支撑。最后三章节是本文的主要研究重点,是对我国现有网络餐饮平台的运营现状与营销策略的调查与分析,以m公司为例,在对其基本情况以及盈利模式进行分析的基础上,明确m公司电子商务的应用情况,并给出了针对不足之处的相关改进建议。
关键词：网络餐饮平台；电子商务；m公司
Abstract
With the continuous development of my country's economic level and the maturity of Internet technology, e-commerce has gradually emerged and is widely used in all walks of life. The development of the economic level has led to the continuous improvement of the quality of life of the people, and there is a higher pursuit of all aspects of daily life. As an important part of my country’s industry, the catering industry has a vast consumer market.It satisfies the quality of life of the people and also provides for the society.A large number of jobs have brought many job opportunities,and made an indelible contribution to promoting my country's economic development. However, the continuous development of the catering industry has also led to the increasing number of catering companies,and the competition among major catering companies has become increasingly fierce. Therefore, how to occupy a place in the increasingly fierce market environment and increase market share is currently the major catering company’s impossibility. Do not think about the problem.The main issue to be studied in this article is how to apply the Internet to the catering industry through online catering platforms,use Internet technology to increase the visibility and influence of enterprises, and provide enterprises with efficient and convenient management models.
The thesis mainly consists of five chapters.First, it introduces the research background, purpose,significance, research methods and content of this article. Secondly, it analyzes related theories, starting with e-commerce related theories,focusing on the concept and mode of e-commerce,reviewing the application status of e-commercein my country's catering industry,analyzing the composition and advantages of the catering platform value chain, and clarifying The feasibility of developing e-commerce in my country's online catering platform is provided, and it provides theoretical support for subsequent research. The last three chapters are the research focus of this article.They are the investigation and analysis of the current operating status and marketing strategies of my country’s existing online catering platforms. Taking company m as an example,based on the analysis of its basic situation and profit model, it is clear that m The application situation of the company's e-commerce and related improvement suggestions for the shortcomings are given.
Key words : online catering platform; e-commerce; m-company
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