Research On The O2O Logistics Distribution Strategy And Assessment Of Takeout Catering

With the support of the government,the policy and various of departments,the traditional catering enterprises utilize online and offline double channels on the takeout catering platform,which can bring massive registered consumers and orders,carry out brand promotion broadcast on platform,explore a new business model by using the takeout logistics capability of the platform,expand the sales scope,make the traditional catering enterprises to find a new profit growth point,the enterprise can also use sales information management system on the takeout catering platform to analysis the company’s sales data,push personalized marketing strategy to the particular consumer,collect feedback opinions to improve product and service level,analyze the actual sales data to identify the business problems and deficiencies,propose suitable strategy considering enterprise’s actual situation,constantly improve their products and services quality,to help the enterprise to improve the whole product life cycle management and development.This paper reviews the concept of O2 O business model and utilities in the takeout catering industry,analysis the recent four kinds of logistics distribution mode---merchants self-logistics,third party crowdsourcing logistics,platform crowdsourcing and platform self-logistic,discusses the their main characteristics,and compared their advantages and disadvantages.This paper also introduce four stages of takeout catering industry---start-up period,development period,rapid development period and maturity period.Using PEST analysis method to specific the current outside environment by the political,economic,social and technology four aspects.Customer satisfaction measures the catering level,this paper starts from the ending point of consuming link,build consumer satisfaction data model to investigate current takeout catering logistics distribution problems based on the analysis results,to summarized,the main problems are service quality,safe delivery,delivery cost and consumer experience,and etc.This paper then propose specific solutions to each problem.At last,take YB rice noodle chain store as an example,in order to resolve its high delivery cost and low profit problems,investigating starting from the actual situation of enterprises,combined with the objective environment,using the qualitative SWOT and matrix analysis method and quantitative analysis method of AHP,construct data model,find the combination solution strategy for YB rice noodle,and executing the strategies in the pilot store,compare the order and profit data between the pilot stores and the other unexecuted store.The result proved that the method is feasible and effective.The solution can be implemented through the other stores.It is an typical example for the other takeout catering enterprises to study and learn to analysis and propose solutions to resolve their own problems,by means of qualitative and quantitative analysis method to find the solution,to adjudge the result,it is valuable to give the methodology and practical case reference for the other enterprises in the takeout catering industry..