餐饮外卖行业发展及问题研究.docx

PAGE PAGE IV 餐饮外卖行业发展及问题研究 摘 要 外卖O2O是借助于线上的订单销售来催动线下的产品生产效率、物流效率、营销能力，它关注的是产品、营销、物流、传播及互联网化管理5个环节，这其中物流环节的效率提升和服务是最容易提升顾客体验也是最不易把控的环节。在普通餐饮O2O较少遭遇的物流体系建立问题，却非常容易成为外卖O2O行业的发展瓶颈，因为外卖行业对快、准、稳的要求是所有物流类别中最高级别的。现今外卖O2O物流时间长、成本高等问题单靠餐饮公司惯常的散打式物流是无法完成的。外卖O2O一定对其现在的商业方式、运营方式做变革。本文引用文献及理论归纳法、案例研究方法，研究研究O2O方式下餐饮行业的现状，研究我国餐饮外卖行业O2O方式面临的问题，线下餐饮商户服务水平低，线上网络公司的努力方向和线下餐饮商户的切实需要脱节，诚信系统的缺失。接着，研究O2O方式下的餐饮行业运营方式和O2O方式下的餐饮外卖物流，最后得出O2O方式下外卖物流的优化对策，合理配比餐厅自营物流和平台自建物流，加强平台间合作降低物流成本，加强与第三方物流合作，提升合作餐厅自营物流水平，中国餐饮外卖 O2O 方式的发展趋势。 关键词：O2O方式；餐饮外卖；物流 Abstract O2O takeaway is through online sales orders to urge the line of production efficiency and distribution efficiency and marketing capabilities, it is products, marketing, distribution, communication and information management of five link, which links distribution efficiency and service is most likely to enhance the user experience is the most not easy to control link. Encountered in the common dining o2o less distribution system establishment, are very likely to become the bottleneck of the development of the takeaway o2o industry, because delivery of fast, accurate and stable is all distribution of the highest level. Now take away O2O delivery time is long, the cost of higher food companies rely on the usual free boxing distribution is not complete. Takeaway O2O must be on its current business model, business model to do change. This article refers to the theory literature and inductive method, case analysis method, research and analysis o2o mode, based on the current situation in the food and beverage industry, analysis of problems faced by Chinese takeaway food industry o2o mode, offline businesses catering service level is low, the direction and line of online Internet companies catering business households of the practical needs of out of touch, the integrity of the system of loss. Then, the analysis of o2o mode under the food and beverage industry operation mode and o2o mode of takeaway food distribution, finally obtains the optimiz