浅析O2O模式下高校餐饮外卖用户粘性提升策略.docVIP

毕业论文 浅析O2O模式下高校餐饮外卖用户粘性的提升策略 ———以xx大学美团外卖为例 摘 要 21世纪经济的高速发展带动了旅游业的发展。大学生作为社会新思想、新技术的前沿群体，对于事物的接受力强，思想相对成熟，大学生的好奇心和身体素质都是人生的顶峰阶段，这就为其旅游市场提供了固定的客源。本文主要以山西幸运乐游国际旅行社存在的实际问题为主线,在搜集大量资料基础上，发现目前幸运乐游国际旅行社主要存在产品定位不准确、品牌知名度不高、促销手段单一等问题，根据找出的问题,制定相应的策略，如专门制定大学生的旅游产品，建立门户网站，塑造企业形象，完善售后服务等。这些对山西幸运乐游国际旅行社解决目前存在的问题以及对山西本土化旅游都有着一定的参考作用。 关键词：旅行社；大学生旅游市场；营销策略 Abstract With the popularity of mobile Internet and smart terminals, O2O innovative e-commerce mode gradually into peoples vision, and change the way people live. In the food service industry, in addition to the successful application of Meituan this model,also rise a lot of online takeaway website based on o2o mode operation ,such as the Meituan takeaway, Eleme and Baidu takeaway etc.. This paper is mainly based on the online ordering market development situation in the university dining and the Meituan take-away’s competition structure in the industry , By means of questionnaire ,this paper analyzed college consumer groups demand for the reservation and present situation, also classified and analyzed from the consumer groups, catering enterprises and the third party delivery platform three aspects. Finally through to the validation of these investigation and summary, from the four aspects of product, brand, social media and customer relationship proposed upgrade suggestions and Strategies of o2o platform for third-party takeaway online user stickiness. Keywords: O 2 O mode; user stickiness; online dining 目 录 1绪论…………………………………………………1 1.1研究目的……………………………………………………………1 1.2 美团网企业概况…………………………………………………………………… 1 1.3高校餐饮外卖现状及发展趋势………………………………………………………1 2理论综述…………………………………………………2 2.1O2O模式相关理论…………………………………………………2 2.2在线用户粘性概念………………………………………………………3 3高校消费群体订餐需求及现状分析……………………………………………………3 3.1高校消费群体基础性分析 …………………………………………………………3 3.2太xx大学线上订餐消费市场调查………………………………………………3 4美团外卖行业竞争结构分析………………………………………………9 4.1行业内企业之间的竞争……………………………………………9 4.2供应商的议价能力………………………………………………9 4.3潜在的新进入者的威胁………………………………………………9 4.4替代品的威胁………