五合大学城快餐企业的o2o营销策略研究工商管理专业论文.docxVIP

020 020 MARKET I NG STRATEGY RESEARCH 0F flUHE UN l VERS I TY C I TY FAST FOOD ENTERPR l SES ABSTRACT The intemet economy is blooming today，020，namely a combination of online and offline marketing model is widely used in the catering business．Wuhe university city is a gathering of four colleges，the college students are its main consumer groups．Many fast．food companies have chosen to join the“US Mission Takeout”，“Are You Hungry”and other network marketing platform，to broaden their marketing channels and increase sales volume．In such marketing environment，the competition between fast food enterprises is becoming more and more fierce，companies not dare to adopt new models，not only cann’t get a place in the competition even facing closure．And some courage to adapt to the n．end of fast food companies，because of inappropriate choice of marketing strategy,can’t achieve the expected benefits．College students as a network consumer force，willing to pursue new things．For such a special consumer group，small scale and low quality of the employees fast food companies how to connect the traditional and the network marketing，to achieve online and offiine win—win，we need to develop targeted，professional，practical and feasible marketing strategy． Firstly，through of Wuhe university city fast food enterprises in the extemal environment and internal environment analysis，clear the threaten of the external environment and the internal weakness，sum up the opportunities in the external environment and the intemal strengths．Combination of SWOT analysis，the formation of Wuhe university city fast food business strategy matching．Make a questionnaire focusing on the micro-environment of college students consumer to investigate and study，through the data comparison,get their fast food consumption habits and 020 platform use habits．Finally，based on the 4C theory of network marketing，make the consumer-centric 4P marketing strategy，and put forward some suggestions in the implementation process． By