A Study On The Competitive Strategy Of The Takeout Platform

According to the data from the National Bureau of statistics,C hina's food and beverage revenue in 2017 is over 3 trillion and 900 billion,the growth rate is 10.7%,and the growth rate is expected to reach 11.2% in 2018.In the total retail sales of consumer goods,the proportion of food and beverage has risen steadily from 10.4% in 2014 to 10.8% in 2017,and it is expected to reach 10.9% in 2018.The importance of the catering industry in the national economy has gradually emerged.The integration of the line and the line is the trend of the development of the catering industry.Takeaway O2 O is a typical fusion of catering online and offline.It has attracted the attention of people since its b irth.After 5 years' development,the scale has taken shape.Takeaway data show that the takeaway scale has reached 204 billion 600 million in 2017,and it is expected to reach 241 billion 400 million in 2018.This new way of dining is well received by the working class,because it gives them great convenience and economic benefits.With the continuous improvement of network related food safety laws and related systems,and the acceleration of Internet technology,AI and big data,and the acceleration of urbanization,the development of takeaway industry will usher in the peak of development.The article takes the third party takeaway platform as the research object.The third party platform does not provide products to provide a trading platform for consumers and catering suppliers.In the development process of takeaway business,the third party platform occupies 77.7% of the market share,far greater than other platforms,and has obvious advantages in brand promotion and user cognition.Therefore,the choice of research objects is representative.The healthy development of the takeout business is of great significance for the modernization of the catering industry.It is of practical significance to study the competitive strategy of the takeaway platform.This paper first describes the current background and existing problems of takeaway industry,then summarizes the related research both at home and abroad,and points out the shortcomings of the research.Secondly,this paper makes a detailed analysis of the present situation,main economic characteristics,industry driving force and competitive elements of the takeaway industry.After knowing the industry situation,we take hungry as an example to make an in-depth analysis,and make a detailed analysis of t he general situation,the macro environment,the competitive environment,the internal environment and the core competitiveness of hungry.In combination with the industry environment,the internal and external environment analysis,the hungry strategic elements,four competitive strategies based on the analysis of the optional: reputation strategy,differentiation strategy,alliance strategy,standardization strategy,and the quality of products,technical support,service optimization,security personnel four the security strategy implementation.