The Study of the O2O Business Model of Catering Service: Using Online Food Ordering & Deliver as an Example

• Main Authors: Cao, Jin-Yan, 曹金燕
• Other Authors: Wang, Ben-Jeng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/cd7v28

碩士 === 東海大學 === 企業管理學系碩士班 === 103 === As a result of the rise of Groupon, the Online to Offline (O2O) commerce has been seen as the new opportunity to the offline companies, especially catering service. O2O is a combination of the physical channels and virtual channels. Through the O2O, a company could find online customers, and bring them into the offline stores, to improve their offline performance. With the trend of smart mobile phones, company use not only website, but also APP, QR-Code, NFC as the media of O2O commerce. In this study, the O2O commerce in Catering Service is the major research area. The literature review includes O2O commerce, Catering Service and Business Model. Using the secondary analysis, interview and case study as the research methods. According to the result of qualitative research, this study collate the different types of Catering Service using the O2O commerce. It is also found that most customers accept the O2O models of Catering Service. Purchasing coupons online and ordering food and delivery online, are the most popular types of catering service with O2O. This study recommend Catering Service Companies join O2O commerce is to cooperate with the Platform Company, as the result of saving cost and improving efficiency.This study provides to the catering industry, academic and the other domain as the reference of future development.