美团外卖的营销策略分析.docxVIP

美团外卖的营销策略分析 摘 要 随着我国经济的发展，人民的收入水平也在不断的提高，人民对于餐饮的要求也越来越高，在这样的情况，使得我国的餐饮业得到一定的发展，但是从目前的发展过程中来看，餐饮业面对的问题不仅仅是来自于内部的问题，也有来自于餐饮业的外部的竞争，因此对于这样的情况下，本文通过运用相关的营销知识，对美团外卖的营销策略进行相关的研究分析，基于SWOT分析法，从美团外卖在营销过程中的优势、劣势、机遇与威胁等多个方面进行阐述，从而在一定的程度上提出美团外卖的营销方案：改变单一做法为多种策略组合；实行商家评分排名制，提高客户体验；严控商家资质并合理控制补贴率；建立精细化的楼宇推广管理系统；利用独家优质商户提升用户忠诚度；由轻模式向重模式转型等多种营销策略，从而使得美团外卖在相关的竞争中处于一定的领先地位。 【关键词】美团；营销；分析 The Marketing Strategy Analysis of the US Regiment Takeout Abstract The catering industry is a traditional service industry in China, playing an important role in peoples life. With the rapid development of Chinas economy and the continuous improvement of residents income level, the catering industry has been developing continuously, showing a prosperous and germinated situation. The widespread and small profits of the 2008 financial crisis has been improving continuously in Chinas catering industry. The 2012 Central Committee promulgated eight regulations of W, the consumption of high-end restaurants is shrinking, and the popularity of low-end restaurants has not declined. Internet plus was first written into the government work report at the beginning of 2015. The popularity and development of Internet technology has brought great changes to peoples life style. The combination of Internet and catering industry has brought great changes to the form and connotation of the catering industry. Under the new normal of economic development, Chinas catering industry has entered a critical opportunity for transformation and development. How to explore the reform and innovation of market structure and business mode, speed up transformation and development and adapt to the change of consumption demand is a pressing problem for catering industry. Based on the basic theory, management and strategic management of marketing management, this paper uses the basic theory of marketing management, the development history and trend of management and strategic management research, and the marketing environment and mark