餐饮行业O2O.doc

编号： 本科毕业论文 题目：餐饮行业O2O营销运营模式研究 院 系：经济管理系 姓 名： 张翔 学 号：1129160164 专 业：电子商务 年 级：2011级 指导教师：李留青 职 称：副教授 完成日期：2015年5月 1日 摘要 电子商务作为一种全新的互联网思维，为广大餐饮行业，特别是中小型企业提供了一种新的模式，这种模式可以以一种很低的营销成本，达到很好的营销效果，从而拉小与传统大型餐饮行业间的差距，随着信息技术，互联网的越来越迅速的发展，餐饮行业与电商结合越来越成为一种趋势，但是由于餐饮业急于和电商接轨，对于发展模式的单一化和重复化也越来越突显出现，出现的问题也越来越多。 O2O模式作为电商发展线上和线下相结合的一种的全新的发展模式，对于餐饮业来说是一个很好的机遇和挑战，可以作为未来餐饮行业发展的一个很好的参考模式。 这篇文章就针对餐饮行业中企业的发展模式，消费者的需求方向，通过几个典型的o2o企业的发展历程，为广大企业的o2o之路提供一个参考，并对现如今的一些问题进行分析，对餐饮行业o2o之路提出一些建议。 关键词：餐饮o2o，电子商务，营销，运营 Abstract E-commerce is a new Internet thinking, for the majority of food and beverage industry, especially for small and medium enterprises provides a new model, this model can be in a very low marketing costs, achieve good marketing results, so as to pull small and large gap between the traditional food and beverage industry, with the development of information technology, development the Internet is becoming more and more quickly, the catering industry and electricity providers combined is increasingly becoming a trend, but due to the electricity supplier and catering industry standards, for a single development mode and repetition are more and more prominent, more and more problems. A new development mode of O2O model as the development of the electricity supplier phasor combination of online and offline, for food and beverage industry is a good opportunity and challenge, as a future development of catering industry, a good reference model. This article in view of the development pattern of enterprise in the food and beverage industry, demand of consumers, through the course of development of several typical o2o enterprises, to provide a reference for the majority of enterprises to o2o Road, and some of the problems now are analyzed, some suggestions on the development of the catering industry o2o. Keywords:?food o2o,?electronic commerce,?marketing,?operation 目录 第一章：绪论 2 1.1研究背景 2 1.2研究目的与意义 3 1.3研究主要内容 3 第二章，餐饮行业的现状 4 2.1餐饮行业营销模式概括 4 2.1.1传统餐饮行业营销模式 4 2.1.2餐饮行