O2O 기반 식품 배달 플랫폼 발전 방안 연구 -국내외 사례를 중심으로-
A Study on Development of Food Delivery Platform based on O2O -Focusing on Domestic and Overseas Cases-
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초록
이 연구에서는 성장하고 있는 O2O 기반 식품 배달 플랫폼 서비스의 발전 방안을 모색하였다. 식품 배달 플랫폼은 IT와 신기술 적용을 더 해 기존에 없던 수익구조를 새롭게 창출하고 있으며, 모바일 환경에 익숙한 젊은 세대가 주 소비자로 떠오르고 있다. 연구방법으로는 국내외 배달 플랫폼 사례 조사를 통해서 발전 방안을 제시하였다. 식품 배달 플랫폼 시장은 IT, 물류, 제조, 유통 등의 인수합병을 통한 사업 확장 등 적극적인 발전을 보이며, 앞으로는 수수료 제로, 할인 이벤트를 통한 가입자 유치 등 활발한 마케팅으로 주 소비자들의 지속적인 이용을 끌어내야 한다. 이 연구를 기반으로 향후 식품 배달 플랫폼 외에 다양한 채널의 배달 플랫폼과 더불어 이용 고객의 총체적 경험 가치를 위한 후속 연구가 필요하다.
Abstract
In this research, the researcher is seeking how to develop growing O2O food delivery platform service. The food delivery platform is newly creating the profit system which wasn’t exist before by adding up IT and new technologies, and young generations who are used to mobile environment have became main consumers. For the methodology of research, internal and external delivery platform cases research is used to suggest the development idea. Food delivery platform market is showing an active development like business expansion by M&A of IT, distribution, manufacturing, circulation and it still has to attract the constant use of consumer through zero commission, discount events. Further research is required for various delivery platform channel and consumer’s value of overall experience, above hereafter food delivery platform based on this research.
참고문헌 (21)
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