On Catering O2o Marketing Mode and Its Development Strategy

On Catering O2O Marketing Mode and Its Development Strategy

 [Abstract] Due to the slowdown of economic development, catering industry is faced with one of its fiercest dilemma, stimulating the appearance of online-to-offline marketing mode, which is actually a blessing in disguise. At the era of national e-commerce, it can definitely be regarded as the best way out in whatever way. The great opportunity and prospect obtained in this burgeoning trend can not be underestimated. However there are still many hinted factors that result in the current onset stagnation phase in its development. The fact that caterers successively jump to embrace O2O marketing one after another deserves profound analysis and consideration. Benefits are always companied by such great risks that if one makes a mistake he may fall heavily on the floor. This thesis will expand on the main problems emerging in catering O2O marketing and try to fumble some effective solutions to these hard cases. In the end some predictions will be illustrated in detail for the better development of catering business’s future.

 [Key words] 020, catering industry, marketing, closed loop

O2O营销模式在餐饮企业的应用及其发展策略

[摘要] 由于经济发展放缓以及同行业竞争激烈,餐饮行业的发展势头已初见低迷。商家们纷纷寻求对策，而O2O也应运而生。他的诞生，在这个全民电子商务时代，可谓是给餐饮业雪中送炭。这个新兴的商业模式蕴含着巨大的商机和前景，也值得深入研究。本选题旨在分析O2O的营销模式在餐饮业的应用以及对其的影响。O2O目前蓬勃的发展势头代表了它能创造的巨大收益，但由于传统餐饮业与现代电子商务的接洽融合困难，这一势头在发展中也遇到了瓶颈，本文旨在探讨O2O对餐饮的积极影响，以及该行业目前所遇到的困境，并试图通过分析该势头兴起的原因找到解决问题的对策。

 [关键词]  O2O  餐饮业  营销模式  闭环  

Contents

Introduction        1

1. Catering O2O and Its Current Status        1

1.1 Definition of O2O Marketing Mode        1

1.2 Key Features of O2O Marketing Mode        1

1.3 Current Status of O2O Marketing Mode        2

2. Advantages of Catering O2O Marketing        2

2.1 Lower Operation Cost        3

2.2 Precision Marketing Based on Big Data        3

2.3 Innovation of Catering Industry        4

2.4 Simplification of Serving Process        4

2.5 Establishment of Brand Image        5

3. Development Obstacles of Catering O2O Marketing        5

3.1 Online-offline Integraion Problem        5

3.2 Lack of Creativity and Core Competence        6

3.3 Delay of Logistics Distribution        6