消费者偏好视角下在线餐饮企业外卖经营模式研究

Research on the Business Mode of Online Catering Enterprises Takeaway from the Perspective of Consumer Preference

摘要: 本文基于对餐饮类在线外卖的问卷调查，对在线餐饮类外卖消费者购买偏好进行实证研究。运用SPSS软件分析调查数据，得出消费者对在线餐饮类外卖产品属性的重要性排序，并根据数据结果，分析不同性别和不同客户价值的购买偏好和差异分析。由此提出为实现挖掘增量转向挖掘存量的战略调整，在线餐饮企业应推行“全时段 + 全渠道”的“近”场景创新，同时针对不同客户实现精细化管理。

Abstract: Based on the questionnaire survey of online catering takeaway, the paper makes an empirical study on the consumer preference of online catering takeaway. Using SPSS software for date analysis, the order of the factors’ importance was obtained, which has an influence to online catering takeaway consume. According to the results, the paper analyzes the consumer preference and variance analysis of different genders and different customer values. Therefore, in order to realize the strategic adjustment of shifting from digging incremental to digging stock, online catering enterprises should carry out the “near” scene innovation of “full time period + full channel”, and at the same time realize the delicacy management for different customers.