Digital Construction Path And Effect Analysis Of Catering Enterprises’ Business Model

In the era of parallel digital economy and big data technology,the consumption of the catering industry is constantly upgrading and the pressure of market competition is also increasing.Developing new products,catering to customer preferences and reducing production costs have gradually become the latest development ideas of major enterprises.How to take hold of the new favourable circumstances brought by digital technology,and how to change the business model of enterprises through rational use of digital technology,further realize cost reduction and efficiency increase,reasonable prediction and scientific decision-making,and then stimulating the long-term and stable progression of enterprises has gradually turn into one of the most special topics which large,medium and small catering enterprises always pay attention to.For a long time,unlisted small and medium-sized catering enterprises have occupied the leading position in China’s catering industry,and their living condition and long-term development ability are crucial to the development of China’s catering industry.During the duration of the COVID-19 epidemic,small and medium-sized catering enterprises are also the most likely types of enterprises to close down.Many small and medium catering enterprises were in a state of "being crushed".They not only failed to operate normally,but also paid regular costs such as rent,labor,water and electricity,depreciation and other fixed costs.According to the survey data,during the outbreak of the epidemic,more than 78% of catering enterprises lost more than 100% of their operating income.At the same time,China’s economic growth has also dropped to 2%,the lowest in recent years.In view of the current situation that small and medium-sized catering enterprises can not continue to operate,the reason is that the impact of the epidemic is only a superficial phenomenon.The deeper problems stem from the poor digital learning ability,R&D ability,adaptability and weak inter industry coordination ability of small and medium-sized catering enterprises.In the new era,it is difficult for food enterprises to achieve long-term,stable and sustainable development only by relying on old business models such as store sales.In terms of digital learning ability,with the national publicity and emphasis on digital construction,the word digital has already penetrated into the hearts of enterprise managers.They know that enterprises need digital construction,but they don’t know where to start.Most small and medium-sized catering enterprises are blindly following the trend in the application of digital technology,without systematic planning and prediction of practical results.Therefore,they have not obtained ideal benefits and cannot thrive in the changing market environment.In this way,this thesis hopes to analyze the case company(Xibei Youmian Village)in detail,compare its different business models in different development stages,and explore the digital construction path of its business model,so as to summarize a set of business model improvement methods and specific implementation paths suitable for China’s small and medium-sized catering enterprises,so as to help them gain a foothold in the changing era background and catering market environment.This thesis first describes the research background and significance of the topic discussed,and then puts forward specific research ideas and methods combined with the published literature and other relevant books and materials of scholars at home and abroad.Specifically,taking Xibei Youmian Village as the case study object,using the single case vertical research method,this thesis compares the specific business models of Xibei in two different stages: the stable development period and the current innovation period,draws the construction route of Xibei’s business model,and summarizes the digital construction path of the business model of small and medium-sized catering enterprises,It also deeply discusses the impact of this change on the sustainable development of enterprises and the improvement effect of customer satisfaction.The results show that the digital construction path of Xibei’s business model mainly includes: firstly,ecological interconnection,different industry cooperation and integration of information and resources;secondly,build multiple Internet platforms and reorganize capabilities and resources;thirdly,use digital and information technology to study what customer truly needs and innovate products and services.Through these changes,Xibei has realized the transformation from the ordinary chain business model of catering industry to the business model of "catering + new Internet retail",obtained a large amount of private domain traffic VIPs,and successfully made a new decision of "Jia Guolong Kung Fu Cuisine",improved business efficiency,reduced cost and increased efficiency,improved enterprise performance,promoted industrial and financial integration,and completed the effective improvement of customer satisfaction.In a word,the research of this paper enriches the digital construction path that small and medium-sized catering enterprises can choose when changing their business model,and has significant theoretical value and practical significance to help small and medium-sized catering enterprises realize digital innovative management and improve their business performance.