基于双边市场的外卖O2O平台模式研究

摘要随着国民经济水平的提升，中国的餐饮市场不断壮大，呈现出欣欣向荣的发展景象。伴随我国互联网的不断发展，传统的外卖形式已慢慢淡出人们的视线，目前市场上有很多用户在一些外卖O2O平台上点餐，其中蕴藏的巨大商业利益使更多企业加入到外卖平台的阵营中。而另一方面，相比线下高达万亿的餐饮外卖市场空间，互联网外卖渗透率仍然较低，市场潜力巨大。外卖O2O平台市场具有显著的双边市场性，其如何通过双边市场的特点来驱动平台发展是首要问题。因此，本文基于双边市场的理论研究外卖O2O平台模式研究具有一定的现实意义。51931

首先,本文基于双边市场和平台的相关理论背景，结合实际市场情况提出本文研究的问题。其次，基于双边市场对国内外外卖O2O平台发展模式研究，基于双边市场的理论，结合现实状况，分析国内外外卖O2O平台的市场竞争现状、外卖O2O平台运行主体和其价值创造。然后，结合双边市场和平台理论，根据典型外卖O2O平台饿了么进行案例分析，包含饿了么平台的概况、运行主体以及模式存在的问题。最后，基于双边市场，总结饿了么平台模式发展策略。

毕业论文关键词：双边市场外卖O2O 平台模式运行主体

ABSTRACT

With the enhancement of the level of the national economy, China's food market has grown, showing a thriving development scene. With the continuous development of the Internet in China, the traditional takeout form has gradually disappeared from sight, there are many users currently on the market in some takeout meal O2O platform, which bears the huge commercial interests so that more companies added to takeout platform. On the other hand, compared to line up to takeout restaurant trillion market space, takeout Internet penetration is still low, the market has great potential. takeout O2O platform market has significant market bilateral nature, how it is driven by the characteristics of the platform development of two-sided markets is the primary problem. Therefore, this article has some practical significance based two-sided markets theory on takeout O2O platform.

Firstly, based on the relevant theoretical background and two-sided markets platform, ask questions of this study combined with the actual market situation.Secondly, based on two-sided markets at home and abroad takeout O2O platform development mode, based on the theory of two-sided markets, combined with the reality, Situation Analysis of market competition at home and abroad takeaway O2O platform, takeout O2O platform operational main body and its value creation mechanisms. Then, combining bilateral and platform market theory, study based on “ele.me” it as a typical takeaway O2O platform, including the platform overview,mode and problems. Finally, based on the two-sided markets, elaborated takeout O2O platform business model development strategy. Which includes price competition to service competition development, network effects and stimulate ductility platform ecosystem, and to propose appropriate recommendations to address and prospects.

Keywords: Two-sided markets takeout O2O platform model operational main body

第一章绪论 1

1.1选题背景及问题提出 1

1.1.1选题背景 1

1.1.2问题提出 1

1.2研究目的及意义 1

1.2.1研究目的 1

1.2.2研究意义 2

1.3研究思路及方法 2

1.3.1研究思路基于双边市场的外卖O2O平台模式研究:http://www.751com.cn/guanli/lunwen_55729.html