本文選題：顧客價值　切入點：競爭力　出處：《華僑大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：2010年3月，中國出現(xiàn)了第一個團(tuán)購網(wǎng)站美團(tuán)網(wǎng)。自此，團(tuán)購網(wǎng)站數(shù)量劇增，團(tuán)購市場競爭不斷升級。餐飲、美容和娛樂等本地消費(fèi)類項目得到眾多消費(fèi)者的青睞。尤其是餐飲團(tuán)購，漸漸發(fā)展成為各類團(tuán)購中的佼佼者，銷售額快速上升，開團(tuán)次數(shù)持續(xù)增長，占總銷售額的比例更是居高不下。然而，餐飲團(tuán)購高速發(fā)展的同時也出現(xiàn)了區(qū)別對待顧客、菜品和服務(wù)縮水等等問題。餐飲團(tuán)購在消費(fèi)者心目中的信用逐步下滑。如何讓餐飲團(tuán)購在激烈的競爭中維持長久優(yōu)勢已經(jīng)開始引起各方的關(guān)注。 在競爭日益激烈的買方市場上，“顧客是競爭的核心”已經(jīng)得到越來越多學(xué)者和企業(yè)家的認(rèn)可。本研究延續(xù)了多數(shù)學(xué)者的觀點，認(rèn)為競爭力來源于顧客，企業(yè)創(chuàng)造的顧客價值決定了企業(yè)的市場地位。以此為前提，，本研究從餐飲團(tuán)購發(fā)展的現(xiàn)狀進(jìn)行探討，從顧客價值的角度分析了餐飲團(tuán)購獲得優(yōu)良市場績效的原因，并結(jié)合顧客價值理論和競爭力理論提出了進(jìn)一步培育餐飲團(tuán)購競爭力的策略。 本著務(wù)實和理論聯(lián)系實際的原則，本文采用了理論推演的研究方法對餐飲團(tuán)購的競爭力提升進(jìn)行研究。本研究首先對顧客價值和企業(yè)競爭力的相關(guān)研究進(jìn)行了梳理，認(rèn)為企業(yè)內(nèi)外部資源和企業(yè)能力共同決定了企業(yè)的競爭力，并且所有的競爭活動都應(yīng)該圍繞顧客進(jìn)行，關(guān)注怎樣為顧客創(chuàng)造更大的價值。在此基礎(chǔ)上，本研究提出企業(yè)的競爭力并非由企業(yè)自身或者外部環(huán)境某一方面因素決定，而是兩者相互作用的結(jié)果。依據(jù)餐飲團(tuán)購的流程，本文深入剖析餐飲團(tuán)購創(chuàng)造和傳遞的顧客價值；并結(jié)合本文的理論基礎(chǔ)構(gòu)建了基于顧客價值的餐飲團(tuán)購競爭力發(fā)展模型。此后，針對餐飲團(tuán)購如何提升顧客價值、維持自身競爭力提出了戰(zhàn)略指導(dǎo)。最后，本研究對國內(nèi)團(tuán)購翹楚美團(tuán)網(wǎng)的餐飲市場進(jìn)行研究以驗證之前的模型，并綜合之前的研究得到了大量有意義的結(jié)論。希望本研究起到拋磚引玉的作用，真正推動餐飲團(tuán)購相關(guān)研究的發(fā)展。
[Abstract]:In March 2010, the first group-buying website Meituan appeared in China. Since then, the number of group-buying websites has increased dramatically and the competition in the group-buying market has been escalating. Local consumer items, such as beauty and entertainment, are favored by many consumers. In particular, catering group buying has gradually developed into a leader in all kinds of group purchases, with sales increasing rapidly and the number of group opening increasing continuously. The proportion of total sales is even higher. However, with the rapid development of food and beverage group purchase, there is also a distinction between customers. Food and service shrink and so on. The credit of food group purchase in the eyes of consumers is gradually declining. How to make food group purchase maintain long-term advantage in the fierce competition has begun to attract the attention of all parties. In the increasingly competitive buyer market, "customer is the core of competition" has been recognized by more and more scholars and entrepreneurs. The customer value created by the enterprise determines the market position of the enterprise. Based on this premise, this study probes into the present situation of the development of catering group purchase, and analyzes the reasons why the catering group purchase obtains the excellent market performance from the point of view of customer value. Combining the theory of customer value and the theory of competitiveness, this paper puts forward the strategy of further fostering the competitiveness of catering group purchase. Based on the principle of pragmatism and combination of theory and practice, this paper adopts theoretical deduction to study the promotion of the competitiveness of catering group purchase. It is believed that the internal and external resources and the ability of the enterprise together determine the competitiveness of the enterprise, and that all competition activities should be carried out around the customer and pay attention to how to create greater value for the customer. This study proposes that the competitiveness of enterprises is not determined by the enterprise itself or external environment factors, but the result of the interaction between the two. According to the process of catering group purchase, this paper deeply analyzes the customer value created and transmitted by catering group purchase. Combined with the theoretical basis of this paper, the development model of catering group purchase competitiveness based on customer value is constructed. After that, the author puts forward strategic guidance on how to enhance the customer value and maintain the competitiveness of catering group purchase. In this study, the food and beverage market of Meituan, a leader of group buying, was studied to verify the previous model, and a large number of meaningful conclusions were obtained by synthesizing the previous research. To promote the development of research on food and beverage group purchase.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F719.3;F724.6

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