第三方平台背景下餐饮外卖业务优化策略研究——以北京蓝海钟鼎楼食府（石景山店）为例

经济的发展、互联网的普及和“懒人经济”的兴起，促进了餐饮外卖业务的繁荣，迅速增加的外卖需求用户使得餐饮外卖运营模式从最初的部分连锁餐厅自营迅速转化为第三方平台运营，商业模式由B2C模式转化为B2B2C模式。而B2B2C模式的出现，又将餐饮外卖带入了一个高速发展的时期。但餐饮企业在开展其外卖业务的过程中仍然存在一些问题。在此基础上，本文从外卖供应商的角度切入，分析了餐饮外卖业务的模式，并以北京蓝海钟鼎楼食府（石景山店）为例，对其外卖业务进行了研究。研究发现其餐饮外卖业务在发展的过程中存在管理体系不完善、产品包装存在弊端、宣传不到位、菜品质量较低、菜单设计不合理等问题，并针对这些问题提出了完善内部管理结构、提高菜品质量、优化外卖包装、加强宣传与推广、合理设计外卖菜单等优化策略及其他具体优化措施。

关键词：第三方平台；餐饮外卖业务；B2B2C模式

Discussion on Optimization Tactics of Catering Takeout Business Under the Background of the Third-party Platform
——Taking Beijing Blue Horizon Zhongdinglou Restaurant (Shjingshan Shop) as an example
Abstract
The development of economic, the popularity of Internet and the rise of "lazy economy" promote the prosperity of catering takeout business. As the rapid increase in people who need takeout food, the management form of catering takeout business changes from some chain restaurants operate takeout business by themselves into catering enterprises operate takeout business through third party platforms and the business model changes from B2C model into B2B2C model. The emergence of the B2B2C model takes catering takeout business into a rapid growing period. However, there are still some problems in the process of carrying out the takeout business. On this basis, this paper analyzes the mode of takeout business from the standpoint of  takeout suppliers and takes Beijing Blue Horizon Zhongdinglou Restaurant (Shjingshan Shop) as an example, studying its takeout business. It is found that there are some problems in the development process of takeout business. The management system is not perfect. The product packaging has disadvantages. The publicity is not enough. The quality of dishes is not good and the menu design is unreasonable .And In view of these problems, some optimization strategies such as improving the internal management structure, improving the quality of dishes, optimizing the takeout packaging, strengthening publicity and promotion, designing takeout menu reasonably and other concrete optimization measures are put forward.

Keywords: the third-party platform; takeout catering business; B2B2C

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