Research On The Profit Model Optimization Of Meituan Takeaway O2O

Since the reform and opening up,the rapid economic development and the improvement of people’s living standards have promoted the rapid development of the catering industry,which has played an important role in stimulating domestic demand,ensuring employment and expanding consumption.The vigorous development of Internet technology has promoted the emergence of O2 O platforms for food delivery.As an emerging Internet model,O2 O platforms for food delivery have typical bilateral attributes.A relatively stable duopoly competition pattern represented by Ele.me and Meituan has formed.From this series of fierce business competition,it is not difficult to find that for the development of O2 O model enterprises that are not yet fully mature,a stable profit model plays a crucial role in their sustainable development.How to systematically analyze this model and find optimal measures is crucial to the localization of the O2 O model and the survival of Internet companies in the catering industry.Based on this,this paper takes Meituan Takeaway as an example to conduct research,analyzes and evaluates its current O2 O profit model,and puts forward optimization suggestions based on the analysis results,in order to enrich the existing research on the O2 O profit model of the food delivery industry.It can provide a certain reference for the optimization of Internet business operations.Based on value creation theory,value chain theory and core competitiveness theory,this paper adopts comparative analysis method and SWOT analysis method to study the profit model of Meituan Takeaway.First,this paper establishes the profit model evaluation system of Meituan Waimai from five aspects: profit object,profit point,profit source,profit leverage and profit barrier,and sorts out the basic overview of Meituan Waimai’s current profit model.Secondly,through the comparative analysis with Ele.me and the SWOT analysis method,the article deeply digs the profitability of Meituan Takeaway in the industry,its own advantages and disadvantages in operation,and the opportunities and threats it faces.Tuan Waimai currently has strong profitability and rapid market development in the future,but it has a single profit model and high homogeneity of products or services.And from the reasonable expansion of profit points to expand profit sources,increase the stickiness of profit objects to improve profitability,develop profit sources to improve profit quality,ensure profit leverage to enhance profit quality,and consolidate profit barriers to improve profitability.Recommendations for optimization are required for future development.Finally,the article summarizes the profit model of Meituan Food Delivery and points out the hopeful direction of future research.It is hoped that future research can summarize more commonalities of profit of the food delivery O2 O platform and promote the iterative progress of the food delivery industry.