本科毕业设计（论文）大众餐饮外卖服务创新——以海底捞外卖为例InnovationinMassCateringFoodDeliveryService——TakingHaidilaoFoodDeliveryasanExample院（系）商务管理学院专业市场营销班级1班学号16220420118学生姓名吴钊鹏指导教师李国庆提交日期2020年4月29日广东东软学院本科生毕业设计（论文）内容摘要民以食为天，近年来随着商务宴请的不断减少，我国中高端餐饮企业市场极速萎缩。大众餐饮抓住机会迎头而上，发展迅猛；但是却迎来了竞争逐渐激烈的局面，大众餐饮急需寻找新的发展方向。而伴随着大众餐饮迅猛发展的同时，外卖行业借助着移动互联网的兴起也得到了飞速发展，逐渐成为餐饮市场的一大助力。在研究了大量文献和理论的基础上，本文分析了海底捞外卖的特点以及目前大众餐饮外卖的现状与特征，接着，结合服务创新的理论提出了大众餐饮企业如何做到外卖服务创新的改进策略。关键词：海底捞；外卖；消费者；创新；大众餐饮I广东东软学院本科生毕业设计（论文）AbstractThepeopletakefoodastheheaven.Inrecentyears,withthecontinuousdecreaseofbusinessbanquets,themarketofmediumandhigh-endcateringenterprisesinChinahasshrunkrapidly.Masscateringseizestheopportunitytoheadupanddeveloprapidly;butithasusheredinasituationofincreasinglyfiercecompetition,andmasscateringurgentlyneedstofindanewdevelopmentdirection.Withtherapiddevelopmentofmasscatering,thetakeawayindustryhasalsodevelopedrapidlywiththeriseofthemobileInternet,andithasgraduallybecomeamajorhelpforthecateringmarket.Basedontheresearchofalargenumberofdocumentsandtheories,thispaperanalyzesthecharacteristicsofHaidilaotakeawayandthecurrentstatusandcharacteristicsofpublicfooddelivery.Then,combinedwiththetheoryofserviceinnovation,itproposeshowtoimprovethefooddeliveryserviceinnovationstrategy.：Haidilao；takeaway；consumer；innovate；Publiccatering즠ඵileII广东东软学院本科生毕业设计（论文）目录内容摘要............................................................................................................IABSTRACT.....................................................................................................II目录.............................................................................................................III1绪论................................................................................................................11.1论文研究的背景.....................................................................................11.2论文研究的意义......................................................