餐饮商家加盟外卖平台后能挣得更多么?——基于开封市区267个商家的调查

Will Restaurants Earn More after They Joined the Take-out Platform?——A Survey Based on 267 Restaurants in Kaifeng

通过两阶段PPS抽样及Python网络爬虫技术,调查开封市区加盟三大外卖平台的餐饮商家的经营现状,并建立排序选择模型分析外卖商家利润变化的影响因素。研究结果表明:超过一半的商家加盟外卖平台后利润未能显著提高,原因是商家在平台的销售利润难以弥补其到店销售流失的利润;准点率、好评总量、配送费是影响外卖商家利润变化的主要因素;高档次外卖商家更适合采用平台配送方式,处于学校或写字楼周边的外卖商家,设置较高的配送费将有利于其利润增长。

Through two phases of PPS sampling and Python web crawler technique, the paper first investigates the operational status quo of restaurants in Kaifeng city that have joined any of the three major take-out websites. Then it analyzes the influencingfactors of the profit change by constructing an ordered choice model. Per the research results, more than half of the restaurants don＇ t see clear improvement in profit after they join those platforms because online profit gains can＇ t offset the profit losses offline. The punctuality rate, positive evaluation volume and delivery fee are the main factors affecting the profit change of restaurants. High-class restaurants are more suited for online delivery platforms while for restaurants located around school or office buildings, a high delivery fee can help promote profit growth.