Evaluation Research On The Takeaway O2O Business Model

With the popularity of the Internet and e-commerce, China has entered an era of Internet economy which has changed the basic necessities in people’s daily life by integrating Internet innovation achievements into traditional industries.After 2013, a new e-commerce model——O2O has stepped into a fast growing stage.As the product of online Internet and offline catering industry,takeaway O2 O is an important branch of O2 O localization.Despite its high-speed development, takeaway O2 O also faces some burning problems.How to systematically analyzing its business model and finding solutions to these problems is of great importance to the long-term healthy development of takeaway O2 O industry. So far, there are very little research about business model launched by domestic and foreign scholars in the field of e-commerce which leads to blank research results in this field.But through establishing evaluation index system, this paper’s evaluation research on takeaway platform business model can not only fill the blank of related theory and provide references for later scholars, but also can offers suggestions to correct each platform’s business model according to calculation results.Therefore, it has some theoretical and practical significance.In this paper, combining the practical development situation of domestic takeaway O2 O, we established a takeaway O2 O business model evaluation system including four one-level indicators--customer value, operating ability,financial ability and learning and growing ability through learning and referring research literature about business model evaluation written by domestic and foreign scholars, as well as interviewing internal staff in the takeaway platforms in order to define partial indexes.According to the characteristics of the established evaluation index system, we design two questionnaires which were distributed to customers and staff working in the three takeaway platforms respectively.The paper applies the analytic hierarchy process to determine the weight of each index of the takeaway O2 O business model evaluation system;and then takes three domestic typical takeaway O2 O platform as examples, uses the fuzzy comprehensive evaluation method to work out the points of thequantitative indicators and qualitative indicators.Based on these, we get the comprehensive evaluation results of each platform’s business model.According to the evaluation results, the paper analyzes the advantages and disadvantages of each takeaway platform and puts forward some concrete improving suggestions and measures.Finally, we clearly make the sequence of improvement for each sample platform business model by defining the difference value of each index in the business model evaluation system.