大学生外卖消费现状及发展研究

摘要

互联网飞速发展以及餐饮行业“三高一低”——高物料成本、高人力成本、高房租、低消费现实使餐饮企业开始利用O2O模式进行推广与营销。将线下的外卖市场与互联网结合，为消费者提供丰富的外卖信息以及便捷的外卖服务成为解决该问题的有效出路。

本文以山东科技大学青岛校区为例，探究外卖O2O模式在大学生中的应用现状，并对餐饮业及外卖平台的发展方向做出建议。首先对餐饮行业电子商务应用和网络消费者购物行为进行分析，进而在比较分析目前国内订餐网站经营模式后，设计调查问卷。其次通过SPSS软件对数据进行分析得出目前大学生外卖消费的现状及原因。最后，在学校周边餐饮业走访，开展餐饮商家的网络化调查，由此对大学生外卖市场进行SWOT分析，得出针对于高校外卖订餐的优势与劣势，机会与威胁等相关分析结论。基于以上调查结论，结合当今大学生的普遍外卖消费情况。可以了解和指出目前外卖行业的不足及缺陷，并据此为外卖行业商家提供相应的建设性建议。

关键词：外卖消费，大学生，相关分析，因子分析，SWOT分析

Abstract

Internet rapid development and the food and beverage industry "three high and one low":high material cost, high labor costs, high rents and low consumption reality enable catering enterprises began to use O2O mode of promotion and marketing. The combination of the offline takeaway market and the Internet, to provide consumers with a wealth of takeaway information and convenient takeaway service to become an effective way to solve the problem.

Taking the Qingdao campus of Shandong University of Science and Technology as an example, this paper explores the application status of take out O2O mode in college students, and makes suggestions for the development direction of catering industry and take out platform.First to the catering industry e-commerce applications and online consumer shopping behavior analysis, and comparative analysis of the current domestic ordering website business model, design the questionnaire. Secondly, the status quo and the reasons of the college students take out the consumption by using SPSS software to analyze the data. Finally, visited the school peripheral catering industry, catering business network survey carried out, which on College Students' takeaway market SWOT analysis, draw the conclusion of the needle for ordering takeout the strengths and weaknesses, opportunities and threats analysis.Based on the conclusions of the survey, combined with the general takeaway consumption of college students today. Can understand and point out the current shortage and defects in the delivery industry, and thus provide the corresponding constructive comments for the takeaway industry businesses.

Key words：Takeaway，College student，Correlation analysis，factor analysis，SWOT analysis

目录

1 绪论 (1)

1.1 本文研究的背景和意义 (1)

1.2 国内外文献综述 (2)

1.3 研究内容与方法 (5)

2 相关理论 (7)

2.1 双边市场理论 (7)

2.2 消费者购物行为理论 (8)

2.3 网络营销的相关理论 (9)

2.4 相关分析方法 (10)

2.5 SWOT分析理论 (12)

3 大学生外卖消费的实证分析 (14)

3.1 调查问卷设计及发放 (14)

3.2 问卷统计分析 (14)

3.3 结果简述 (29)

4 大学生外卖消费的SWOT分析 (33)

4.1 青岛校区餐饮行业网络化调查 (33)

4.2 网络订餐的 SWOT 分析 (34)

5 结语和建议 (39)

5.1 针对建议 (39)

5.2 研究结语 (40)

参考文献 (41)

致谢辞 (43)

附录1 调查问卷 (44)

附录2 英文原文 (46)

附录3 中文译文 (52)