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中国网络订餐业市场分析

作　者: 杨义华
导　师: Zhang Xiandong
学　校: 复旦大学
专　业: 工商管理
关键词: 网络订餐有限服务原因分析发展新模式虚拟案例可行性分析
分类号: F49
类　型: 硕士论文
年　份: 2007年
下　载: 175次
引　用: 0次
阅　读: 论文下载

内容摘要

伴随着中国餐饮业的快速发展,一种新的分支产业—网络订餐业应运而生。网络订餐业以系统提供网络预订座位、网络点菜和多种网络支付方案服务为其主要特征。然而,目前中国的网络订餐服务非常有限制。整个行业很不成熟,处于行业发展的早期。据调查结果显示,仅仅25%的网络订餐公司提供在线电子菜单服务,但没有网络点菜服务;目前没有一家公司既提供网络订餐数据分析服务又提供网络支付服务。本文将重点分析中国的网络订餐业市场现状,找出行业不成熟,发展缓慢的原因。同时,基于对行业本身的分析,提出一种行业发展的新模式并虚拟一家网络订餐公司(Esfomo.cn)来运作这种新模式,从市场的角度来分析这种新模式在网络订餐业市场中运作的可行性,并以次来推动中国网络订餐业市场的发展。

全文目录

摘要  6-7
Abstract  7
1.Introduction  7-9
2.Current situation analysis  9-16
  2.1 Analysis of typical players in different selected cities  9-13
    2.1.1 List of eight representative companies  10
    2.1.2 Current situation of online meal ordering service business in present market  10-13
  2.2 Analysis of strengths and weaknesses of selected players  13-14
  2.3 Online meal ordering service is in early development stage  14-15
  2.4 The reasons why the market develops slowly  15-16
    2.4.1 Limitation in technology and service  15
    2.4.2 Limitation in business mode  15
    2.4.3 Restaurant's demand of profit  15
    2.4.4 Restaurants' participation  15
    2.4.5 Customers' consuming custom  15
    2.4.6 Customers' consuming psychology  15-16
    2.4.7 Customers' consuming expectation  16
    2.4.8 Propaganda is not enough  16
3.Market size  16-18
  3.1 Market size of online meal ordering market in China  16
    3.1.1 Market size in Shanghai  16
    3.1.2 Market size in China  16
  3.2 Market development forecast  16-17
  3.3 General information about the internet development in China  17-18
4.A new business model for online catering market  18-40
  4.1 Mock-case and operating by using the new model  18-26
    4.1.1 The characteristics of Esfomo.cn business and the main present problems of the industry  18-19
    4.1.2 The flow chart of Esfomo.cn business process  19-21
    4.1.3 The advantages of Esfomo.cn services  21
    4.1.4 Esfomo.cn's competitive advantages  21-24
    4.1.5 Comparing China's online meal ordering market with international market  24-26
  4.2 Market strategy  26-40
    4.2.1 Market target in Shanghai  26-27
    4.2.2.Comparative analysis of representative companies and Esfomo.cn  27-29
    4.2.3 Market segmentation  29-31
    4.2.4.Marketing strategy  31-32
    4.2.5 Pricing  32-33
    4.2.6 Branding  33
    4.2.7 Management  33-35
    4.2.8 Target restaurant forecasting  35-36
    4.2.9 Analysis of uncertainty  36-37
    4.2.10 Analysis of risk  37-40
5.Conclusions  40-42
  5.1 Very limited service  40
  5.2 Lack of three main services  40
  5.3 The market is underdeveloped  40
  5.4 The underdevelopment caused by two reasons  40
  5.5 Having comparative competition advantage  40
  5.6 Market entrance suggestion  40-41
  5.7 New model is reasonable and feasible  41-42
List of References  42-43

中国网络订餐业市场分析

内容摘要

全文目录

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