摘    要   随着互联网的不断发展，很多行业迎来了新的生机，外卖行业首当其冲。移动互联网更是铸就了外卖行业的一个新的里程碑。从电话订餐，外出觅食到众多餐厅产品价格一目了然、一键下单配送的变革，吸引了越来越多的用户，也让更多的人感受到了移动互联网所带来的无限魅力。毫无疑问，这是一个人人看好的有着巨大潜力的市场。饿了么、美团外卖、百度外卖、淘点点等外卖平台相继进入这个市场，各有各的优势，竞争十分激烈。90275

如何在众多外卖平台中脱颖而出，获得更多的消费者的信赖，提高市场占有率，培养用户的使用习惯，是饿了么外卖平台需要解决的核心问题。同时，作为饿了么平台的入驻商家，如何增加流量，促进用户增长，维护老客户是需要研究探索的三大关键。因此，本论文提出通过问卷调查、访谈等方法统计整理浙江财经大学东方学院及其附近区域饿了么的用户及商家行为数据，对饿了么外卖平台现有发展维护模式进行分析研究，并综合其它外卖平台的模式优缺点将此模式进行优化，从而给饿了么外卖平台提出建议供他们进行参考也给入驻商家带来一定的影响作用。

根据调查结果表明，饿了么在营销渠道、物流配送、食品卫生安全监管、资质审查等用户发展与维护模式上需进一步优化，应致力于扩展营销渠道、增加曝光率，致力于建立良好的配送物流、提高配送效率，致力于加强商家监管力度、鼓励开放厨房摄像头、提高制作透明度。只有买家、商家、平台三方实现共赢，饿了么才能更好更快地进一步发展下去。

毕业论文关键词：饿了么平台;入驻商家;发展与维护模式;平台优化策略;商家营销

With the continuous development of the Internet, many industries ushered in a new life, take the lead in the take-away industry。 Mobile Internet is cast a takeaway industry a new milestone。 From the phone ordering, go out for many restaurant products prices at a glance, a key order distribution changes, attracting more and more users, but also let more people feel the infinite charm of the mobile Internet。 There is no doubt that this is a promising market with great potential。 Eleme, Meituan take-away, Baidu takeaway, scouring and other take-away platform have entered the market, each have their own advantages, competition is fierce。

How to stand out in a number of take-off platform, get more consumer trust, improve market share, cultivate the user's habits, is Eleme take-off platform needs to solve the core problem。 At the same time, as Eleme platform into the business, how to increase traffic, promote user growth, maintenance of old customers is the need to explore the three key exploration。 Therefore, this paper puts forward the data of the users and businessmen who are Eleme at the Oriental College of Zhejiang University of Finance and Economics by means of questionnaires, interviews and other methods, and analyzes the existing development and maintenance models of Eleme take-off platform。 Other take-off platform model advantages and disadvantages of this model to optimize, so to Eleme take-off platform for their reference to the business also brought a certain impact。

According to the survey results show that Eleme in the marketing channels, logistics and distribution, food hygiene and safety supervision, qualification review and other aspects need to be further optimized, should be committed to expanding marketing channels, increase exposure, committed to the establishment of a good distribution logistics, improve distribution efficiency , Is committed to strengthening business supervision, open monitoring kitchen, improve the production of transparency。 Only buyers, businesses, platforms to achieve win-win tripartite, Eleme take-off platform in order to better and faster to further develop。