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论文编号：	13916
作者编号：	2320200630
上传时间：	2023/6/6 14:26:16
中文题目：	NW咖啡公司网络运营研究
英文题目：	Research on Network Operation Management of NW Coffee Company
指导老师：	张国萍 副教授
中文关键字：	网络运营；运营管理；加盟商管理；网络营销
英文关键字：	Network operation; Operation management; Franchisee management; Network Marketing
中文摘要：	现代餐饮企业结合互联网模式融合发展，早已成为“互联网+”时代企业实现产业转型升级的主流趋势。在2020年受新型冠状病毒肺炎影响，餐饮行业的收入更是十年来首次出现下滑，受创严重。互联网行业发展增加消费者在线上平台消费的渠道，疫情背景下餐饮行业商户入驻第三方线上平台以获得更多客源成了餐饮行业发展的主流趋势。 NW公司成立于2019年是一家咖啡品牌公司，打破传统线下精品咖啡店消费模式，通过创新结合线上线下消费模式服务涵盖超百座城市并在2022年荣获上海咖啡热门榜第一名。企业成立以来受疫情影响餐饮行业整体收入下降的背景下企业积极调整战略方针，招商引资通过帮助加盟商线上运营管理NW咖啡门店，满足消费者对咖啡市场的需求，提高企业在行业内竞争力。本文对NW公司通过PEST模型分析法、SWOT模型分析法与对企业加盟商问卷访谈等研究方法，以运营管理和营销策略为理论基础，将NW公司线上业务作为研究对象，以企业经营过程中遇到有关加盟商管理、供应链管理与营销策略三方面的实际问题展开论述，通过相关企业优秀案例与管理理论基础相结合的角度提出对应优化方案。 本文对NW公司网络运营管理进行改进优化的研究有助于疫情背景下餐饮企业升级商业模式，高效提升客源降低获客成本，提高企业竞争力。同时对行业内其他企业具备一定借鉴意义与参考价值，对疫情后我国企业恢复企业生产活力，推动产业升级发展，提高经济发展水平具有实际实践意义。
英文摘要：	The integration and development of modern catering enterprises with the Internet mode has already become the mainstream trend for enterprises to realize industrial transformation and upgrading. due to the impact of the COVID-19, the revenue of the catering industry declined for the first time in a decade, and suffered a serious blow in 2020. The development of the Internet industry has increased the channels for consumers to consume on online platforms or apps nowadays. Under the background of the COVID-19, it has become the mainstream trend for catering industry merchants to enter other online platforms to obtain more customers. NW is a coffee brand company founded in 2019, which breaks the traditional consumption mode of offline boutique coffee shops.It covers more than 100 cities through innovation combined with online and offline consumption mode, and won the first place in Shanghai Coffee Hot List in 2022.Since the establishment of the enterprise, the enterprise has actively adjusted its strategic policy under the background of the decline in the overall income of the catering industry affected by the epidemic. By helping franchisees to operate and manage NW coffee stores online, the enterprise has met the needs of consumers for the coffee market and improved its competitiveness in the industry.In this paper, through the PEST model analysis, SWOT model analysis and questionnaire interviews with franchisees, based on the theory of operation management and marketing strategy, the online business of NW Company is taken as the research object, and the practical problems of franchisee management, supply chain management and marketing strategy encountered in the process of enterprise operation are discussed.The corresponding optimization scheme is put forward from the perspective of combining the excellent cases of relevant enterprises with the theoretical basis of management. In this paper, the research on the improvement and optimization of the online takeout business operation management of NW Company is helpful for catering enterprises to upgrade their business model, efficiently enhance the source of customers and reduce the cost of customer acquisition, as well as improve their competitiveness under the background of the epidemic. At the same time, it has certain reference significance and reference value for other enterprises in the industry, and has practical significance for Chinese enterprises to restore their production vitality, promote industrial upgrading and development, and improve the level of economic development after the epidemic.
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