摘要?
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I
A 公司外卖 O2O 平台的商业模式研究
中文摘要
近年来，随着4G 网络、智能手机的大范围普及，互联网已经由 PC 终端步入移
动互联网时代，加之技术壁垒的关键突破，O2O 模式应运而生并开始被各方重视。
从2013年开始，中国很多行业都出现了O2O模式的公司，有些公司获得巨大的成功，
也有很多公司以失败收场，而外界对 O2O 模式亦褒贬不一。A 公司是外卖 O2O 领域
的代表公司，本文对 A 公司发展的背景、状况以及商业模式进行了详细剖析，从而
认知了外卖 O2O 平台类公司在移动互联网快速发展的背景下的大机遇，也深刻意识
到它们在发展过程中普遍遇到的困境。本文阐述和分析了 A 公司如何在困境中不断
试错，依托自身强大的系统研发能力，从最初的外卖 O2O 平台衍生到社区便利店供
应链平台和本地生活服务 O2O 平台，最终开拓出正确商业模式的过程，本文认为 O2O
模式只是一种在移动互联网快速发展情况下商业渠道的变更，可通过互联网手段结合
线下的产品与服务来与用户进行交互，因此一个企业商业模式的成功其实并不是简单
的取决于是否是 O2O 模式，而是取决于企业自身是否能够在执行商业模式的过程中
充分发挥其核心竞争力。希望本文能够对研究我国 O2O 行业有所帮助，并对还在困
境中迷茫的O2O公司或者正准备投身O2O行业进行创业的创业者能给予一定的启示
和建议。
关键词：移动互联网、O2O、外卖、商业模式、供应链 SAAS
作者：徐翀
指导老师：孙耀英文摘要? A 公司外卖 O2O 平台的商业模式研究?
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II
The research of the company A in O2O business model in
take-out industry
Abstract
In recent years, as the widespread use of 4G network and the smartphone, the Internet
has already entered into the mobile Internet era from the PC era. As a result of technical
progress, the O2O model emerges at a historic moment and is quickly valued. Since 2013,
many industries in China have emerged O2O model companies. Some of them have
achieved great success, while others have failed. The company A is one of the
representative O2O model companies in take-out industry. It will introduce and analyze the
development environment, current situation and the business model of company A in this
article. It will be recognized that there is a great opportunity for the O2O model companies
in take-out industry in mobile Internet era. However, it will also show that most of the
O2O model companies face huge predicament in operation. This article describes how the
company A improves its business model changing from an O2O model company in
take-out industry into community retailer supply chain and O2O model company in local
life service. Finally, it will be concluded that O2O model is an improvement of the way
how to sell product and service and how to connect with the customers in mobile Internet
era. However, it is not the determinant which makes company successful. The determinant
of achieving success in business is still the core competitiveness of the company. It is
hoped that this article will be useful to learn the O2O model in China and be helpful to the
O2O model companies which in a difficult position.
Keywords: mobile Internet, O2O model, take-out industry, business model, SAAS for
supply chain
Written by: Chong Xu
Supervised by: Yao Sun?
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目录
第1章绪论.....................................................................................................................1
1.1研究背景和意义.......................................................................................................1
1.1.1研究的背景.....................................................................................................1
1.1.2研究的意义.....................................................................................................2
1.2国内外研究综述及简要评析...................................................................................3
1.2.1相关概念界定.................................................................................................3
1.2.2对 O2O 模式的研究与评价...........................................................................6
1.2.3文献评论.........................................................................................................7
1.3研究方法、研究思路及框架...................................................................................8
1.3.1研究方法.........................................................................................................8
1.3.2研究思路.........................................................................................................9
1.3.3文章框架.........................................................................................................9
1.4研究创新点.............................................................................................................10
第2章相关理论综述.....................................................................................................11
2.1 PEST 分析的基本理论..........................................................................................11
2.2 SWOT 分析的基本理论........................................................................................11
2.2.1竞争优势（S）............................................................................................11
2.2.2竞争劣势（W）...........................................................................................11
2.2.3公司面临的潜在机会(O).............................................................................12
2.2.4危及公司的外部威胁(T).............................................................................12
2.34R 营销理论...........................................................................................................12
2.4客户关系管理理论.................................................................................................13
2.5差异化战略理论....................................................................................................13
2.6市场定位理论.........................................................................................................14
2.7管理信息系统基本理论.........................................................................................15
2.7.1管理信息系统的定义...................................................................................15
2.7.2管理信息系统的特点：...............................................................................16?
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2.7.3管理任务的层次：.......................................................................................16
第3章外卖 O2O 行业背景分析...................................................................................17
3.1外卖 O2O 行业发展背景.......................................................................................17
3.2外卖 O2O 行业发展现状.......................................................................................18
3.2.1外卖市场规模稳定增长..............................................................................18
3.2.2外卖 O2O 平台用户分析............................................................................19
3.3外卖 O2O 行业主要平台公司分析.......................................................................20
3.3.1外卖 O2O 平台的分类................................................................................20
3.3.2外卖 O2O 主要平台公司分析....................................................................21
3.4外卖 O2O 行业环境小结......................................................................................23
第4章 A 公司发展现状及商业模式介绍.....................................................................25
4.1 A 公司简介及发展现状.........................................................................................25
4.2 A 公司商业模式介绍....................................................................................

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