Research On The Transformation Of The Traditional Catering Business Model In The Mobile Internet Era

In recent years,China's traditional catering industry has undergone major changes in management and marketing structures under the impact of the emerging Internet industrial structure.When the Internet is w:idely used in all aspects of daily life,mobile Internet constantly changing the end consumers' habit,and all kinds of mobile Internet-based technologies and services also rise.As a result,the business model of traditional catering companies has fallen behind the ever-changing demands of consumers.All these companies are striving to join in the wave of mobile Internet,and gradually improving their own management system to avoid being eliminated from the market competition.It is,however,there is a gradual process for a traditional industry to integrate into the mobile Internet and achieve its optimization and upgrading.Therefore,in the context of mobile Internet,how to adapt to the development of times,and to achieve an effective transformation of business models has become an urgent problem to solve the traditional catering industry.The constant iteration and updating of mobile Internet technologies and services is accompanied by the active efforts made by traditional catering companies in exploring effective ways to achieve industrial optimization and upgrading on the mobile Internet platform.In this process,there are achievements and lessons as well as problems and deficiencies.Some of the problems include lack of professional management and team,disability to consider the overall situation,binding from service providers and revenue split.It is thus necessary to systematically study how traditional catering companies realize industrial optimization and upgrading in the "Internet Plus" era in order to seek a series of concrete measures to guide the development of the traditional catering industry.The paper presents a case study of X Catering Company,known as "China's Century-old Brand" and "A Diverse Group".Based on external factor analysis and Porter's three generic strategies,a systematic analysis is made ofX's basic situation,its scheme design for mobile Internet-based industrial optimization and upgrading,and its problems with the process and related causes,through the use of in-depth interview,literature review and other qualitative and quantitative methods.Then relevant theories are used to assess X's corporate competitiveness and analyze its new strategic planning to give a snapshot of its operation status.It is found that X lacks professional implementation personnel,systematic information construction,scientific brand building and effective model transformation.Corresponding solutions are proposed for X to integrate into the "Internet Plus" wave,including introduction and cultivation of professional Internet personnel,enhancement of information system integrity and interoperability,building of the Internet brand,scientific construction of the CRM system,and reasonable and effective development of 020.Specific measures for the company's business model transformation are also given,including establishment of an "Internet Plus"strategy group,vigorous development of an open industry e-procurement platform,improvement of system integrity and data interopcrability of all corporate piatforms,establishment of a unified membership system,and development of a practical integrated WeChat platform and app.The study of X's "Internet Plus" integration has some research value as it provides a reference point for business model transformation of large traditional catering companies in contemporary times.