产品差异化因素对消费者餐饮团购选择的影响研究本科毕业论文.doc

毕业论文（论文） 题 目 产品差异化因素对消费者餐饮团购选择 的影响研究 Research on Product Differentiation Factors that Influence Consumers’ Choice of Catering Group Buying 摘 要 电子商务在国内盛行，使得网络团购市场飞速发展，网络团购作为一种新型的消费模式，根据薄利多销的原理，可以享受到低于市场零售价格的折扣和单独购买得不到的优质服务，越来越受到消费者的青睐。 餐饮团购是近几年餐饮业新兴的一种营销模式，以其便捷化、时尚化、超低折扣等优势迅速发展起来，但也暴露出一些问题，同质化现象普遍，这就需要去探索出一条有效的差异化发展道路。本文主要对差异化因素中的产品差异因素进行研究分析，以美食餐饮类目为课题，研究差异化因素对消费者餐饮团购选择的影响 ，在参读大量国内外文献的基础上，结合目前餐饮团购现状及发展中存在的一些问题，通过实地调查和调查问卷来做实证分析。最后，在实证研究和分析的基础上，提出了若干发展餐饮团购的建议。 关键词 餐饮团购；产品差异化；实证分析 Abstract The rapid development of online group shopping market because of E-commerce is prevailing in the country. According to the principle of the meager profit but high turnover, Online group shopping as a new type of consumption patterns can enjoy lower than the market retail price discount and get good service which cant buy separately. Get the favor of consumers more and more. In recent years, catering group buying is a new marketing model of the restaurant industry, which developed rapidly with its convenient , stylish , ultra-low discount and other advantages, but also exposed some problems , homogenization is widespread, which requires us to explore an effective differentiation of development. This paper mainly study on the analysis of differentiation product difference factors, food category as the subject, study the effect of differentiation factors on the consumer choice of catering group buying, and read a large number of domestic and foreign literatures. On the basis of combining the current situation and some problems existing in the development of catering group buying, through field investigation and questionnaire to do the empirical analysis. Finally, puts forward some Suggestions for the development of catering group buying. Key words Catering Group Buying; Product Differentiation; Empirical Analysis 目 录 一、 引 言 1 （一）研究背景 1 （二）研究目的与思路 2 二、国内外研究现状 3 （一）网络团购概述 3 1.网络团购的定义