Research On The Market Development Of Take-out Self-lifting Cabinets In Shenzhen Shuangti Company Based On User Demand

In recent years,takeout is very popular among college students because of its abundance and convenience.The college market has become an important market that cannot be ignored in the takeout industry.However,the booming campus takeout has also brought difficulties to the management of colleges and universities.In particular,there are many potential safety hazards in takeout distribution,which perplexes many college management.As an intelligent device to solve the "last kilometer" distribution problem in the take-out industry,take-out self-lifting cabinets are most suitable for delivery in areas where take-out is concentrated,such as universities,office buildings,etc.,and have attracted great attention from all parties in the market.The outbreak of the new crown epidemic in 2019 provides an excellent market development environment for take-out self-serving.Shenzhen Shuangti Co.,Ltd.is one of the few companies specializing in the operation of take-out self-service counters,focusing on the university market.In recent years,it has achieved outstanding development results and has successively launched and operated take-out self-service counters in dozens of universities across the country.University students are the ultimate consumers of take-out and the main users of take-out self-cabinets.How to provide satisfactory products and services to university students on the basis of accurately grasping their use needs and formulate market development strategies suitable for specific universities are the main problems that the company needs to solve at present.This paper takes Shenzhen Shuangti Company as the research object,Qingdao university market as the research background,starting from the needs of university students,and taking the use behavior of university students as the core research content.On the basis of comprehensive research status at home and abroad,internal data of enterprises and investigation and study of industry environment,this paper systematically sorts out rational behavior theory,planned behavior theory,technology acceptance model and customer stickiness theory,and uses in-depth interviews,questionnaires,statistical analysis and other methods to study the main factors that affect the willingness of Qingdao university students to take out food from the cabinet and their use behavior.This paper is mainly based on the technology acceptance model to study the influencing factors of college students’ willingness to sell and pick up their own cabinets.First of all,on the basis of in-depth interviews,various influencing variables are extracted,and an influencing factor model for college students to use takeout self-lifting cabinets based on TAM theory is constructed.Secondly,the research hypothesis and empirical analysis are carried out on the demand behavior of university students’ take-out self-serving products.Finally,according to the conclusion of empirical analysis,the corresponding management enlightenment is given from three aspects of improving the usability of products,improving the usefulness of products and reducing perceived risks,and a combination strategy for the market development of take-away self-serving colleges and universities based on the needs and behaviors of college students is designed,which provides a reference for the market development of Shenzhen Shuangti Company and other similar companies in the market.