Research on the profit model optimization of Meituan Takeaway 020
Abstract
Sincethe reformand openingup,the rapideconomic developmentandthe
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 emergenceof O2O platforms for food delivery. As an
emerging Internet model, O2O 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 O2O 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 O2O 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
O2O profit model, andputs forward optimization suggestions based on the analysis results,
in order to enrich the existing research on the O2O 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 itfaces.TuanWaimai currentlyhas strongprofitability andrapidmarket
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 requiredfor
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
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research can summarize more commonalities of profit of the food delivery O2O platform
and promote the iterative progress of the food delivery industry.
Key words: Meituan takeaway; O2O model; Profit model; Optimization
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目录
第1章绪论..................1
1.1研究背景与意义................1
1.1.1研究背景................1
1.1.2研究意义................3
1.2国内外研究现状................4
1.2.1 O2O商业模式的相关研究.........4
1.2.2 O2O平台盈利模式的相关研究........6
1.2.3研究述评................8
1.3研究内容、方法与技术路线.........9
1.3.1研究内容................9
1.3.2研究方法................9
1.3.3研究路线..............10
1.4创新点.................11
第2章相关概念及理论基础...............13
2.1盈利模式的概念及构成要素..............13
2.1.1盈利模式的概念...............13
2.1.2盈利模式的构成要素..............13
2.2盈利模式理论基础.................14
2.2.1基础理论..............14
2.2.2基础理论的运用...............16
第3章美团外卖O2O盈利模式现状及存在的问题分析...........18
3.1美团外卖的 O2O盈利模式...........18
3.1.1美团外卖 O2O盈利模式现状.........18
3.1.2美团外卖 O2O盈利能力五要素分析..........19
3.2美团外卖盈利模式财务分析..............26
3.2.1美团外卖盈利能力分析..........27
3.2.2美团外卖盈利质量分析..........29
3.3美团外卖竞争对手盈利模式对比分析...........30
3.3.1类电商平台：饿了么盈利模式...........30
3.3.2美团外卖与饿了么盈利模式比较.......31
3.4美团外卖 O2O盈利模式的 SWOT分析 .............33
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