O2O 電子商務模式-以餐飲外送服務為例

由於網際網路的快速發展，讓電子商務成為了目前最常使用的行銷通路，對於實體經濟有很大的實質影響力，過去零售通路以人力提供服務，而經過長時間科技進步以及智慧型手機的普級化，因此電子商務結合零售通路發展，形成線上的資訊整合及上線消費和線下的實質服務的O2O模式。而在本文以O2O模式出發點探討餐飲外送平台，飲食是滿足人生活所需的基本需求，讓餐飲外送的市場經濟規模越來越龐大，餐飲外送以O2O模式為基礎改變過去的外送服務，構成O2O模式的三個因素消費者、資訊平台、服務提供商，而在餐飲外送平台多了一個第三方服務者—外送員，使服務的價值貢獻有所改變。本研究透過對O2O的文獻探討進行研究歸類出O2O的優缺點，並分析且分析個案服務應用「有無快送」，與一般O2O模式的不同，本研究以服務科技接觸模式來分析每個因素之互相關連性。

關鍵字

O2O ；服務科技接觸模式；餐飲外送

並列摘要

Due to the rapid development of the Internet, e-commerce has become the most commonly used marketing channel at present, which has a substantial impact on the real economy. In the past, the retail channel provided services by manpower, and after a long period of technological advancement and smart phones. The generalization of e-commerce, combined with the development of retail channels, forms an O2O model for online information integration and on-line consumption and offline substantive services. In this paper, the O2O model is used to explore the catering delivery platform. The diet is the basic demand for people's needs. The market economy of catering delivery is getting bigger and bigger. The catering delivery is based on the O2O model. Sending services constitutes the three factors of the O2O model: consumers, information platforms, and service providers. On the catering delivery platform, there is a third-party service provider, the delivery staff, which changes the value contribution of the service. This study categorizes the advantages and disadvantages of O2O through the literature research on O2O, and analyzes and analyzes the case service application "yo-woo fast delivery". Different from the general O2O model, this study analyzes each factor by technology-mediated service encounter.