線上點餐外送平台商業模式分析

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题名:	線上點餐外送平台商業模式分析 The Driving Online Food Ordering on Business Model Analysis
作者:	賴學群 Lai, Hsueh-Chun
贡献者:	經營管理學系
关键词:	SWOT分析;商業模式分析;外送平台 delivery platform;SWOT analysis;business model
日期:	2019
上传时间:	2019-10-29 07:48:41 (UTC+0)
出版者:	亞洲大學
摘要:	近年來得益於行動科技的蓬勃發展，還有民眾的外食需求持續增加，儘管餐飲外送服務的興起稍晚於網路購物，但其在台灣仍得以快速成長。對於消費者而言，餐飲外送服務能夠降低時間、距離等因素對於用餐意願的潛在影響，而餐廳業者也可免於聘請大量的外送人員並且與外送平台的合作來獲得新的市場機會。本研究以SWOT分析誠實蜜蜂並以商業模式分析三大外送平台比較其優缺點，探討三大外送平台現有的經營模式的優劣勢與競爭優勢，最後整合各項經營方針與資源，提供其未來經營策略之參考。經過本文的ＳＷＯＴ探討一間良好運行的外送平台業者，應有以下幾項特點。一.外送業者利用來應徵者原有的資源以降低生產要素成本，提高利潤。二.平台介面資訊應設計透明完整並可追蹤外送人員，且有線上客服讓消費者可以即時反應，現今消費者追求服務品質應強化顧客關係。三.其主要利潤來源與關鍵合作夥伴是餐廳與生鮮賣場，要特別注意與餐廳業者的顧客關係維護，且在特定資源與活動的部分外送平台應以低價或是免費來跟知名品牌合作，借取對方的名氣，讓雙方達成共贏的結果。　　本文經由商業模式分析，從九個構面總和來看科技加上便利加上服務乃關鍵，平台業者應在此放面多下工夫。 In recent years, thanks to the booming of mobile technology, and the increasing demand for food for the public, although the rise of catering service is later than online shopping, it has been able to grow rapidly in Taiwan. For consumers, catering delivery services can reduce the potential impact of time, distance and other factors on the willingness to eat, and restaurant operators can also avoid hiring a large number of delivery personnel and cooperation with the delivery platform to obtain new market opportunities. This study uses SWOT to analyze honest bees and analyze the advantages and disadvantages of the three major delivery platforms by business model, and explores the advantages and disadvantages and competitive advantages of the existing business models of the three major delivery platforms, and finally integrates various business policies and resources to provide them. Reference to future business strategies. After SWOT of this paper, a well-run delivery platform operator should have the following characteristics. 1. The delivery company uses the original resources of the applicant to reduce the cost of production factors and increase profits. 2. Platform interface information should be designed to be transparent and complete, and can track the delivery personnel, and the online customer service allows consumers to With immediate response, today's consumers pursue service quality and strengthen customer relationships. 3. Its main source of profit and key partners are restaurants and fresh food stores. Special attention should be paid to the maintenance of customer relationships with restaurant operators, and the delivery platform for certain resources and activities should cooperate with well-known brands at low prices or for free. Borrow the reputation of the other party and let the two sides achieve a win-win result. This paper analyzes the business model, from the sum of the nine facets, technology plus convenience plus service is the key, platform operators should put more effort here.
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