校园外卖网站发展策略研究(附问卷调查表)

校园外卖网站发展策略研究(附问卷调查表)(论文16000字)
摘要
  在科学技术不断发展变化的背景之下，互联网已然成为了人们日常生活当中的重要组成部分，在很大程度上冲击着人们的生活。传统的就餐方式已然不能够很好地满足人们的实际需求，周边餐馆数量以及菜品选择的有限性严重制约了人们对于食物的追求，即使有想吃的食物也可能会因为距离的原因而放弃。在这种背景之下，外卖订餐业务兴起并发展。
相关的文献资料显示网络订餐的成熟模式确立是在2000年之后,虽然经过了十几年的发展,但是目前市场上订餐网的规模不大,市场影响力不高。饭桶网、订餐小秘书、生活百事通、12580以及中国联通都已涉入该领域,最近发展较好的同类网站主要是饿了么及美团订餐网,主要客户群体为高校学生及白领阶层。但是总体而言,网络订餐外卖行业发展局限性较大。而大学生作为特殊的消费群体，以校园作为市场的校园外卖网站，本身具有一定的特殊性。
本文以校园的外卖网站为研究对象，主要研究校园外卖网站的现状、发展情况、营销策略，在此基础上对现有的校园外卖网站进行比较，归纳出影响校园外卖网站发展的相关因素，再运用问卷调查法收集数据，为上述理论提供数据支撑。本文将结合企业的发展策略和校园营销策略，总结出有利于外卖网站在校园内的发展策略并对现有的策略进行一定的改进。
关键词：外卖网站  校园  营销策略  发展策略
The development strategy research of campus Delivery site

Abstract
Under the background of the development of science and technology, the Internet has become an important part of people's daily life and has an large impact on people's life.  Traditional way of eating is not able to meet the needs of people,the restaurants surrounded and the limit number of food to select,even though people may give up eating because of distance. If we can implement sending food to door,it will greatly enhance the people's demand for food and ordering enthusiasm.Under this background,  ordering takeout business rise and development.
Relevant literature shows that network order of mature model is established in 2000, although after years of development, but the size of the order on the market at present the net is not big, the influence is not high. Fantong net, the small secretary, life blackstone, 12580, and China unicom have been involved in the field, the recent development of the good kind website mainly 'ele.me' and the 'meituan', the main customer base for college students. But,network order takeout industry development limitations.As a special consumer groups, college students on campus as market campus Delivery site, have a certain particularity.
Based on the campus of the Delivery website as the research object, mainly studies the present situation, the development of the campus Delivery website, marketing strategy, on the basis of comparing the existing campus delivery site, induces the related factors affecting the development of campus delivery site, then using the method of questionnaire survey to collect data, provide data support for the theory. In this paper, combined with the development of the enterprise strategy and marketing strategy, campus is summarized for Delivery sites on campus development strategy and strategy of existing certain improvement.
keywords:Delivery site；campus；marketing strategy ；development strategy
 

目录
摘要    2
Abstract    3
第一章 导论    6
1.1 论文研究背景    6
1.2 论文研究的目的和意义    7
1.3 论文研究方法与研究框架    7
第二章文献综述    10
2.1企业发展策略（战略）概述    10
2.2网络营销与网上订餐研究状况    10
2.2.1网络营销策略    10
2.2.2网络营销发展研究    11
2.2.3网上订餐研究    12
2.3统计调查方法    14
2.3.1抽样调查    14
2.3.2统计分析方法    15
第三章 校园外卖网站与校园营销状况调查    16
3.1校园外卖网站发展现状    16
3.1.1校园外卖网站简介    16
3.1.2校园外卖网站的发展及现状    17
3.2校园外卖网站营销影响因素分析    18
 3.2.1校园外卖网站营销模式    18
3.2.2影响校园外卖网站营销发展的因素    18
3.2.3校园营销策略    20
3.3校园外卖网站问卷调查    22
3.3.1调查问卷的设计    22
3.3.2调查问卷的发放与回收    22
第四章 调查结果分析    24
4.1问卷说明    24
4.2基本情况分析    24
4.2.1性别比例    24
4.2.2网上订餐情况    24
4.2.3网上订餐用户的满意度调查    30
第五章校园外卖网站发展策略改进设计    32
5.1调整目前人员结构，提高餐饮配送能力    32
5.2紧跟消费需求，实行弹性配餐机制    32
5.3加大宣传力度，增加品牌效应    32
5.4便捷支付    33
研究与展望    34
参考文献    36
致谢    39
附录    40