“饿了么”平台的运营分析与优化(含调查问卷)

“饿了么”平台的运营分析与优化(含调查问卷)(论文14000字)
摘  要
O2O餐饮以O2O模式为基础，将餐饮从线下实体店向线上平台转移，并由平台将商家和顾客连接起来。但是，目前平台模式还未达到成熟的地步。对于处于发展阶段的O2O平台，了解是以何种方式运营的，并通过科学的方法评价O2O平台从而实现优化升级是其未来巩固市场并获得长远发展的关键。怎样在竞争中实现差异化是将来的研究课题之一。
本文在了解了O2O餐饮的背景及发展前景后，以SWOT分析理论和双边市场理论为基础，调查问卷法为调研方法方法，研究“饿了么”平台这一典型案例。同时，结合“饿了么”平台的主体、运营机制、特性和交易流程，分析饿了么目前的运营状况，通过理论与实际相结合的方式 总结“饿了么”平台的存在问题，提出优化策略。
关键词： O2O  平台模式  双边市场
 
The operational analysis and optimization of the ‘eleme’ platform
ABSTRACT
O2O catering on the basis of the O2O mode, transferring food from offline stores to online platform, and the platform connects merchants and customers. But the current platform mode has not yet reached the point of maturity. For O2O platform in the development stage, to understand in what way, and through the scientific method of evaluation O2O platform to realize the optimization and upgrading is the consolidated market and get the key to long-term development in the future. How to realize the differentiation in competition is one of the research topic in the future.
Based on the knowledge of the background and development prospect of the O2O catering, based on the SWOT analysis theory and the theory of bilateral market, questionnaire method to research method, research platform of "eleme" this is a typical case. At the same time, combined with the subject of "hungry" platform, operation mechanism, features and transaction process, analysis of hungry? Current operating situation, summed up by means of integrating theory with practice "hungry" platform of existing problems, put forward the optimization strategy.
Keywords:  O2O;Platform model;Bilateral theory
 
目录
摘  要    I
ABSTRACT    II
第一章    导 论    1
1.1 论文研究背景    1
1.2 论文研究意义    1
第二章  概念界定    3
2.1 平台商业模式概念    3
2.2 双边市场理论概念    3
2.3  SWOT分析法概念    3
第三章“饿了么”平台问卷调查与平台分析    4
3.1 “饿了么”平台问卷调查    4
3.1.1 “饿了么”平台问卷设计思路    4
3.1.2 “饿了么”平台问卷分发    4
3.1.3 “饿了么”平台问卷回收    5
3.1.4 “饿了么”平台问卷分析    5
3.2 “饿了么”平台分析    10
3.2.1 “饿了么”平台主题分析    10
3.2.2 “饿了么”平台运营机制分析    11
3.2.3 “饿了么”平台交易流程分析    11
3.2.4 “饿了么”平台SWOT分析    12
第四章 “饿了么”平台问题及优化策略    17
4.1 “饿了么”平台本身问题    17
4.1.1物流配送制度不完善    17
4.1.2保障制度不完善    17
4.2 “饿了么”平台用户问题    18
4.2.1 用户粘性不高    18
4.2.2 商家诚信机制不完善    18
4.3 “饿了么”平台本身优化策略    18
4.3.1针对配送速度太慢的问题    18
4.3.2针对顾客提出的质量问题    19
4.4 “饿了么”平台用户优化策略    19
4.4.1 增加用户粘性    19
4.4.2商家要完善诚信机制    21
第五章  研究结论    22
参考文献    23
附  录    25
致  谢    27