中小企业产品定价策略分析与改进对策—以网上订餐平台为例(附调查问卷)

中小企业产品定价策略分析与改进对策—以网上订餐平台为例(附调查问卷)(论文23000字)
摘 要
近年来，网上订餐平台像雨后春笋般涌现，最具代表的两家订餐平台是“饿了么”和美团外卖，而网上订餐市场也被众多投资者视为一座金矿，很多投资者争相进行投资，网上订餐市场日益壮大。论文对企业产品定价策略的相关理论做出了简要说明，对网上订餐行业内环境以及影响外卖企业定价策略的因素进行了分析，对外卖企业产品的定价策略的方法、影响因素和改进对策做了具体的分析和阐述。
论文首先对国内外研究现状做出了简要阐述，并对研究中小企业产品定价的意义进行了说明；其次,对企业产品定价策略的相关理论进行了叙述；再者，对网上订餐行业环境进行了分析，并对主要网上订餐平台（美团外卖和“饿了么”）的产品定价方法进行了对比分析；又对网上订餐行业内出现的问题和不足之处进行了简要分析；之后针对出现的问题，提出了相应的改进对策，对网上订餐行业提出了具体要求，并给网上订餐企业提出了价格相关的建议。最后对论文进行了总结，通过对网上订餐行业现状和内环境以及主要订餐平台之间价格策略的对比分析，结合企业产品定价策略的相关理论,提出了网上订餐行业和订餐平台存在的问题，提出了相应的改进对策；并指出论文的不足之处和未论及的方面，提出对未来研究方向的展望。
关键词：企业产品定价策略；网上订餐行业；产品定价策略改进对策

Analysis and Improvement on Product Pricing Strategy of Small and Medium Sized Enterprises ——Taking Web-based Ordering Platforms as an Example
ABSTRACT
In recent years, web-based ordering platforms develop quickly. The two most representative wed-based ordering platforms are the AU.S. and ELE. The wed-based ordering platform is taken as a gold mine by many investors and many investors are positive to put money into web-based ordering platforms. The paper studied the product pricing strategy and introduced the specific product pricing method, influencing factors and improvement measures. Using the theoretical knowledge of product pricing strategy, the paper analyzes the product pricing strategy of web-based ordering platforms and points out the problems and puts forward the corresponding improvement measures. At the same time the paper puts forward reform proposals on online delivery platforms for the wed-based ordering platform industry.
Firstly the paper makes a brief elaboration of domestic and foreign research and illustrates the significance of research on the small and medium-sized enterprise product pricing. Secondly, the paper introduces product pricing strategy and related theories. Furthermore, the paper analyzes online ordering industry environment and shows the comparison of product pricing methods between two representative online ordering platforms (AU.S and ELE). The paper also analyzes the deficiencies and problems that appear in the online ordering industry, then the paper puts forward the corresponding improvement measures and specific requirements for online ordering industry. Finally the paper makes a brief summation. Combining with the related theories of product pricing strategy, the paper puts forward the problems existing in the online ordering industry and ordering platforms and puts forward the corresponding improvement measures. And then the paper puts forward the inadequacies of the paper and puts forward the prospects for future research direction.
Key words: product pricing strategy; online ordering industry; improvement measures on product pricing
 
目 录
1    绪论...............................................................................................................................................        1
    1.1    企业产品定价策略概述及其重要性..............................................................................    1
    1.2    国内外研究现状...............................................................................................................    2
    1.3    研究企业产品定价策略的目的与意义..........................................................................    5
2    企业产品定价策略的相关理论...................................................................................................    7
    2.1    企业产品定价策略的重要性...........................................................................................    7
    2.2    影响企业产品定价的因素...............................................................................................    7
        2.2.1    企业产品成本因素...............................................................................................    7
        2.2.2    市场行情因素.......................................................................................................    8
        2.2.3    客户心理因素.......................................................................................................    8
    2.3    企业产品定价方法...........................................................................................................    8
        2.3.1    需求导向定价法...................................................................................................    8
        2.3.2    竞争导向定价法...................................................................................................    9
        2.3.3    成本导向定价法.................................................................................................    10
    2.4    企业的主要定价策略.....................................................................................................    10
        2.4.1    撇脂定价策略.....................................................................................................    10
        2.4.2    渗透定价策略.....................................................................................................    10
        2.4.3    满意定价策略.....................................................................................................    11
3    餐饮 O2O 市场现状及主要网上订餐平台产品定价的对比分析............................................    12
    3.1    餐饮业 O2O 市场现状.....................................................................................................    12
    3.2    关于调查问卷的说明.....................................................................................................    14
        3.2.1    问卷的设计.........................................................................................................    14
        3.2.2    问卷搜集情况.....................................................................................................    14
        3.2.3    问卷数据的分析.................................................................................................    15
    3.3    美团外卖及“饿了么”网上订餐平台发展现状........................................................    19
    3.4    美团外卖和“饿了么”网上订餐平台当前产品定价策略应用现状........................    21
        3.4.1    美团外卖和“饿了么”的竞争导向定价法....................................................    21
        3.4.2    美团外卖和“饿了么”的折扣定价法............................................................    22
        3.4.3    美团外卖和“饿了么”的心理定价法............................................................    24
        3.4.4    美团外卖和“饿了么”其他定价方面的措施................................................    25
    3.5    本章小结.........................................................................................................................    26
4    网上订餐平台产品定价中存在的问题分析............................................................................    27
    4.1    行业内环境分析.............................................................................................................    27
    4.2    行业内价格战带来的负面影响.....................................................................................    27
    4.3    外卖平台信息系统不完善.............................................................................................    28
    4.4    本章小结.........................................................................................................................    29
5    网上订餐平台产品定价策略问题的改进对策........................................................................    30
    5.1    行业体系及企业自适应的调整.....................................................................................    30
    5.2    对网上订餐行业内企业产品定价的建议....................................................................    30
        5.2.1    完善信息系统.....................................................................................................    30
        5.2.2    提高食品质量，优化配送环节........................................................................    31
        5.2.3    灵活制定价格，满足用户需求........................................................................    32
    5.3    本章小结.........................................................................................................................    33
6 结论...............................................................................................................................................        34
致    谢...............................................................................................................................................        36
参考文献    ...........................................................................................................................................    37