發(fā)布時間：2018-05-20 11:22

  本文選題：O2O + 本體論��； 參考：《武漢理工大學》2015年碩士論文

【摘要】：隨著電商O2O模式的發(fā)展和本地化餐飲服務越加迫切的需求,餐飲O2O逐漸成為O2O模式中的一個重要行業(yè)分支,其以搜索的快捷性,服務的全面性和消費的便捷性,優(yōu)化了商家的營銷模式,迎合了消費者多樣化的消費趨勢,成為了互聯(lián)網(wǎng)用戶重要的消費領(lǐng)域。如今越來越多傳統(tǒng)餐飲商家依托O2O平臺,實現(xiàn)O2O化的服務模式,導致了餐飲O2O行業(yè)的激烈競爭。鑒于此,餐飲O2O商家系統(tǒng)性的了解餐飲O2O行業(yè)的需求點,并歸納出自己的關(guān)鍵需求,然后據(jù)此改進服務質(zhì)量,就成為其在商業(yè)競爭中獲利的一大關(guān)鍵因素�；诖吮尘芭c需求,本文利用本體論的思想構(gòu)建餐飲O2O的本體模型,提出最底層構(gòu)成體的需求發(fā)現(xiàn)方法與總結(jié)方式,并以此進行餐飲O2O行業(yè)的需求發(fā)現(xiàn)和總結(jié),最后基于消費者的消費行為,歸納出餐飲O2O商家需要關(guān)注與分析的關(guān)鍵需求。在歸納出關(guān)鍵需求之后,商家需要據(jù)此分析提供的服務對關(guān)鍵需求的滿足情況,得出服務中的長處與短板。本文采取網(wǎng)絡問卷調(diào)查的形式,以消費者評分的方式來調(diào)查其對關(guān)鍵需求的期望程度,并以弱化主觀性的數(shù)學方法得出較為客觀的期望值,然后通過對消費者進行實地問卷調(diào)查,統(tǒng)計得出商家在關(guān)鍵需求上的實際滿足情況,最后通過對比期望值和實際值得到評價結(jié)果,以指導商家實施針對性的服務改進。最后本文以馬斯洛需求層次理論為基礎,分析隱性需求的相關(guān)理論,并根據(jù)需求的關(guān)聯(lián)性,構(gòu)建模型來發(fā)現(xiàn)對顯性需求進行增益和彌補效用的隱性需求。以發(fā)現(xiàn)結(jié)果做為餐飲O2O商家服務完善與提高的指導,幫助其低成本提高服務質(zhì)量和消費者滿意度,獲得競爭優(yōu)勢并提高收益。本文對餐飲O2O行業(yè)的整體需求進行細化發(fā)現(xiàn),并歸納出餐飲O2O商家的關(guān)鍵需求,再對其進行調(diào)查研究,使關(guān)鍵需求的重視程度和實際滿足度可視化,最后對需求進行再挖掘,得出相關(guān)隱性需求,為餐飲O2O商家提供正確的改進方向與有效的服務提升方法。
[Abstract]:With the development of e-commerce O2O model and the urgent need of local catering service, catering O2O has gradually become an important branch of the O2O model, which is based on the quickness of searching, the comprehensiveness of service and the convenience of consumption. It optimizes the marketing mode of merchants, caters to the diversified consumption trend of consumers, and becomes an important consumption field for Internet users. Nowadays, more and more traditional catering businesses rely on the O _ 2O platform to realize the O _ 2O service mode, which leads to the fierce competition of the catering and O _ 2O industry. In view of this, the catering O2O merchants systematically understand the demand points of the catering O2O industry, and sum up their own key needs, and then improve the quality of service, it becomes a key factor to profit in the business competition. Based on this background and requirement, this paper constructs the ontology model of food and beverage O2O by using the idea of ontology, puts forward the method and summing up method of requirement discovery of the lowest component, and carries on the demand discovery and summary of the catering O2O industry. Finally, based on the consumer's consumption behavior, the key needs of food and beverage O _ 2O business attention and analysis are summed up. After summing up the key requirements, the merchants need to analyze the service to meet the critical needs, and get the strengths and weaknesses of the services. This paper adopts the form of network questionnaire to investigate the degree of expectation to the key demand by the way of consumer score, and obtains the more objective expectation value by the mathematical method of weakening subjectivity. Then through the field questionnaire survey to the consumers, statistics on the key needs of the merchant on the actual satisfaction of the situation, and finally through the comparison of expectations and actual values to obtain evaluation results, in order to guide businesses to implement targeted service improvement. Finally, based on Maslow's hierarchy of demand theory, this paper analyzes the relevant theories of implicit demand, and constructs a model to find the implicit demand for the gain and compensatory utility of explicit demand according to the relevance of demand. The results of discovery can be used as the guidance to improve and improve the service of catering O2O merchants, to help them improve service quality and consumer satisfaction at low cost, to gain competitive advantage and to improve their income. In this paper, the overall demand of the catering O2O industry is refined and found, and the key needs of the catering O2O merchants are summed up, and then investigated and studied to visualize the importance and actual satisfaction of the key needs. Finally, the demand is excavated again. The recessive demand is obtained to provide the right direction of improvement and effective method of service upgrading for O2O food and beverage merchants.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F719.3

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本文編號：1914416