Research And Analysis In Online Catering Platform By E-commerce As Basis

With the rapid development of Internet and e-commerce, e-commerce in China, more and more widely applied in all walks of life. The restaurant industry has always been an important industry in China, has a broad consumer market, not only also absorbed a large number of employment, in promoting economic growth plays a very important role. However, with the development of catering industry and the increasing of the catering enterprises, in the fully competitive market environment, the catering enterprises are also faced with the increasingly fierce competition, how to use more convenient way of marketing, expand their market share, a place in the fierce market competition, is each catering enterprises are thinking about. So, how to apply network to food industry, in particular, the role of food through the network platform, to realize the further prosperity of the catering industry, is the main problem in this paper.Paper first introduces the research background, purpose and significance, and the research methods, contents and framework to do in this paper, the paper sums up the main innovation points. Then, start to carding the related theory, mainly including the relevant theories of marketing and the related theory of electronic commerce. Thesis start from the definition and the connotation of marketing, summarizes the main strategy of marketing, and network marketing literature at home and abroad; Also studied the concept and nature of e-commerce, to clarify the category of e-commerce, summarizes the related research. The theory, can have the effect of foundation support for subsequent research. The third part is the present situation of the application of e-commerce in the catering industry in our country, from the current China’s catering industry as the breakthrough point of the application of e-commefce reality, from the macro level e-commerce for catering enterprises in China are summarized, and the problems existing in the catering industry in our country electronic commerce application, mainly including many catering enterprises of electronic commerce seriously insufficient, failed to give full play to the role of e-commerce; Many network platform catering homogeneity is stronger, make e-commerce into a \"price war\" vicious competition; Small and medium-sized catering enterprise information infrastructure is weak, \"hardware and software of electronic commerce are scarce. The fourth part the paper’s research focus, mainly catering network platform operation present situation investigation and analysis, mainly through the design model, using the data collected, from the perspective of tourists, find the factors affecting the development of catering network platform, on the basis of correlation analysis of rank correlation coefficient, it is concluded that the factors influence the size of the final proposed network catering platform operation process and the problems and deficiency in the process of business model innovation. Although, paper from two aspects of operation and innovation, optimization and perfect our country electronic commerce, catering industry, catering network platform market competitiveness of policy recommendations, and to hungry? Web APP platform as an example, study its development course, clarify the general train of thought on the development of catering network platform, at the same time in hungry? For example, summarizes its experience in operation and innovation, mainly include:market research detailed, clear target market; Larger r&d efforts, and constantly adapt to the demand; Pay attention to mobile terminals, quickly grab market; To strengthen enterprise joint and form competitive advantage.