外卖O2O的商业模式创新机制研究——基于餐饮产业的分析

Research on Business Model Innovation Mechanism of Ο2Ο Mode——A Case Study of Catering Industry

外卖O2O模式是一类利用平台的餐饮产业的商业模式创新。本文通过讨论基于平台的外卖O2O模式的特性,从企业价值创造视角解析外卖O2O模式,提出O2O模式的"3-4-x"理论框架,再以外卖O2O模式中的代表企业饿了么、美团外卖和百度外卖为例进行分析。本文提出的O2O模式"3-4-x"理论框架,在一定程度上丰富和补充了商业模式创新理论体系,本文的研究对应用O2O模式的企业有一定的实践借鉴意义。

Take-out O2 O mode is an innovation of business model in the Catering industry,utilizing ＂platform＂. In order to study the nature of the O2 O mode,based on an literature review, this paper clarify the concepts of business model, business model innovation and platform, comprehend the take-away O2 O mode theoretically. Furthermore,on the basis of the modular structure of business model,we propose an original theoretical framework ＂3-4-x＂of the O2 O mode. Then according to the theoretical basis and framework above, several typical enterprises applying the O2 O mode is analyzed, Eleme, Meituan, and Baidu, for example. Through discussing the characteristics of take-out O2 O mode based on platform, and putting forward the ＂3-4-x＂theoretical framework of O2 O mode, the enrich and complement of theoretical system of business model innovation can benefit to a cer-tain degree. And in practice,it has certain reference significance for companies applying the take-out O2 O model.