Study On Internet Catering Business Platform Competitive Strategy Of L Company

For a long time,catering industry has been playing an important role in the national economy.In recent years,the pace of "Internet + catering" integration and innovation is accelerating.Catering enterprises actively use O2 O to integrate innovation and technology innovation,and constantly enhance their competitiveness."Internet + catering" has spawned a number of technology enterprises that provide various value-added services for the traditional catering Internet.These enterprises mainly provide marketing services such as marketing drainage,group buying,takeaway,ERP software(ordering,receiving system,etc.)for traditional catering enterprises.L company also belongs to this kind of service providers.L company's main catering ERP system software and platform services(including cash register management system,order system,membership system and other products)are facing fierce competition in highly competitive market.The product homogeneity is serious and the low price competition is fierce.L company is facing enormous survival pressure.As the core strategic product of L company,the Internet catering business platform is also being encircled and suppressed by competitors in the market.L company is facing considerable pressure of survival and development.From the perspective of external factors,it includes the extrusion and encirclement of the giant companies,the fierce price war among the peers,and the homogenization of products.In the past,the technological advantages that L company relied on to survive gradually disappeared,the market profit margin dropped sharply,and the market share of L company was facing the dilemma of further decline.From the perspective of internal factors,L company's products do not have comparative advantages over its rivals in terms of core functions,overall interface style,etc.There are also some gaps between L company and its rivals in terms of marketing subsidies,agent channel cost output,advertising promotion resources and so on.Overall,L company's main business does not have core competitive advantages.From the point of view of business model,the profit point of L company is too single.At present,it relies too much on the sales of software systems to obtain business income,lacks flow income,and is difficult to support the rapid expansion and long-term development of the company's business.Once faced with market fluctuations and customer group renewal difficulties,it will significantly affect the company's income stability.To sum up,in the case of homogeneous competition,lack of market price advantages,and unfavorable internal and external environment,the competition strategy of L company needs to be adjusted urgently to adapt to the increasingly fierce competition in the industry and hopefully to highlight competitors' encirclement.This paper chooses L company's business competition strategy as the research object.With the help of strategic management theory,including "Porter's Five Forces Model" and SWOT analysis model,combined with the development status and trend of China's catering industry and the analysis of L company's internal and external environment,the paper analyses and concludes L company's innovative competition strategy of Internet catering business platform for enterprise group payment,and determines the specific implementation.Path and safeguard measures.