Design And Operation Of O2O Business Model For Ordering Network

From 2012 China catering industry has entered a period of adjustment, "three high and one low" (high material cost, high rent, high labor costs, low consumption) background catering enterprise’s survival condition deteriorated sharply, more and more food and beverage enterprises start to seek for new sales and marketing channels. The Internet as a tool of productivity and advanced, it is the traditional food industry penetration is more obvious in 2012, online and offline catering business combination of catering industry O2O market will take the heat. From the international perspective, Opentable, Groupon and Yelp, catering mainly to the 020 enterprise successfully listed for domestic counterparts have set a benchmark; from the domestic perspective, the big three to Baidu, Ali and Tencent represented in succession for the catering market of 020, which directly promote the development of the whole industry.Chinese catering industry O2O market is currently at an early stage of development. From the market situation, in 2012 China catering industry O2O business online user scale is 98 million,2013 will reach 139 million; the size of the market, in 2012 China catering industry O2O market is 38.66 billion,2013 is expected to grow by 61.1%, to reach 62.28 billion; catering industry O2O market scale of absolute quantity is very big, but the overall size of the industry and catering, permeability is very low, the market is still in the early stages of development.The development of China catering industry O2O market is also facing a series of problems, including line service business information level is low, there is a disconnect between the real needs of online business direction and line of business, online, offline and cooperation between users, cost etc.. Food and beverage industry O2O market almost driven by line the situation of enterprises will gradually shift, line catering business will become the main driving force.In this paper, the wave of e-commerce, current status of the catering industry O2O, combined with industry practice and business model design theory, from the detailed analysis of the restaurant industry the existing O2O model, put forward a new reservation network O2O business model design and operation. At present, orders food web project has been approved by the parent company, the approval of its investment management division, will be put into operation.