【作者】 李浩；

【导师】 李赤林；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2015， 硕士

【摘要】 随着电商O2O模式的发展和本地化餐饮服务越加迫切的需求,餐饮O2O逐渐成为O2O模式中的一个重要行业分支,其以搜索的快捷性,服务的全面性和消费的便捷性,优化了商家的营销模式,迎合了消费者多样化的消费趋势,成为了互联网用户重要的消费领域。如今越来越多传统餐饮商家依托O2O平台,实现O2O化的服务模式,导致了餐饮O2O行业的激烈竞争。鉴于此,餐饮O2O商家系统性的了解餐饮O2O行业的需求点,并归纳出自己的关键需求,然后据此改进服务质量,就成为其在商业竞争中获利的一大关键因素。基于此背景与需求,本文利用本体论的思想构建餐饮O2O的本体模型,提出最底层构成体的需求发现方法与总结方式,并以此进行餐饮O2O行业的需求发现和总结,最后基于消费者的消费行为,归纳出餐饮O2O商家需要关注与分析的关键需求。在归纳出关键需求之后,商家需要据此分析提供的服务对关键需求的满足情况,得出服务中的长处与短板。本文采取网络问卷调查的形式,以消费者评分的方式来调查其对关键需求的期望程度,并以弱化主观性的数学方法得出较为客观的期望值,然后通过对消费者进行实地问卷调查,统计得出商家在关键需求上的实际满足情况,最后通过对比期望值和实际值得到评价结果,以指导商家实施针对性的服务改进。最后本文以马斯洛需求层次理论为基础,分析隐性需求的相关理论,并根据需求的关联性,构建模型来发现对显性需求进行增益和弥补效用的隐性需求。以发现结果做为餐饮O2O商家服务完善与提高的指导,帮助其低成本提高服务质量和消费者满意度,获得竞争优势并提高收益。本文对餐饮O2O行业的整体需求进行细化发现,并归纳出餐饮O2O商家的关键需求,再对其进行调查研究,使关键需求的重视程度和实际满足度可视化,最后对需求进行再挖掘,得出相关隐性需求,为餐饮O2O商家提供正确的改进方向与有效的服务提升方法。更多还原

【Abstract】 With the E-commerce O2 O mode development and the localization catering increasingly urgent needs, catering O2 O gradually becomes an important branch of O2 O mode. With the convenience of search, comprehensiveness of services and ease of consuming, it optimizes business marketing model, to meet the diversified consumer spending trends, has become an important consuming field of the majority of Internet users. Today, more and more traditional restaurant have to rely on O2 O platform to make a O2 O service model, which directly lead to the intense competition in catering O2 O. In view of this, catering O2 O businesses systematic understanding the demands in catering O2 O industry and extracting key demand points, and thus to improve the service quality, has become a major key factor in business competition.Based on the background, this paper applies the ontology theory to build a catering O2 O ontology model and probes into the demand discovery method of the smallest entity or attribute, and then accordingly gets each demand point of catering O2 O industry, and finally based on the consumer psychology and consumer behavior theory, to sum up the key demand of the ordinary catering O2 O businesses.After summarizing the key demands, businesses analyze their demand satisfaction in actual situation on the basis of these demands, and sum up their strengths and weaknesses. Therefore, this paper utilizes the network questionnaire survey, to investigate the extent of expectations in all the key requirements in the form of consumers ratings and establish a mathematical model to get benchmark scores, then conducts field surveys to consumers and calculates the extent of businesses key demands satisfaction, and finally obtains an Expectation-Reality report to guide businesses to improve services quality.Based on Maslow’s needs hierarchy, this paper examines the theory of implicit demand and combines with the key explicit demand according to the relevance of demand, and then make the Corresponding demand discovery, to discover the added and offset demand of the explicit demand- the potential implicit demand. This finding can serve as an significant reference for service improvement, to provide O2 O businesses with guidance on improving catering service quality, and to achieve cost-effective customer satisfaction, and ultimately gains a competitive advantage and more profits.This paper discovers the overall demands in catering O2 O industry and refines the related demands of O2 O businesses, and investigates these demands further, and make its attention degree and real satisfaction extent visualization, and finally re-excavates the demand to get the relevant implicit demand, to provide effective measures for O2 O catering businesses in service improvement.更多还原