网络订餐平台市场营销策略研究以“饿了么”为例初稿.pdfVIP

指导教师评分： 评阅教师评分： 答辩小组评分： 总评成绩： 系主任签字（盖章）： 年 月 日 23 中文摘要 如今，信息技术和互联网技术发展十分迅速，改变了人们原有的 消费观念。常言道 “民以食为天”，人们追求足不出户美食的欲望逐 渐增加。鉴于此，互联网与实体店之间达成合作，互联网提供网络交 易平台，实体店提供销售服务，从而产生了外卖 O2O 平台。“饿了么” 是一家出现时间较早的外卖平台 2018 年 4 月 2 日阿里巴巴对该平台 进行了收购，此后在阿里巴巴强有力的支持下，该平台规模、所占市 场份额以及用户数量等均呈直线上升，然而近年来外卖 APP 如雨后春 笋般涌现，市场竞争十分激烈，例如与 “饿了么”实力相抗衡的 “美 团”和 “百度外卖”等。 “饿了么”要在市场中立足就必须跟随市场 变化，优化和完善营销策略。笔者在此文中 “饿了么”目前使用的营 销方案和环境进行了系统的分析，并从渠道、价格、产品和促销四个 角度创建出了健全的营销组合策略。笔者将会在此文中对 “饿了么” 采用何种办法赢得市场份额、提升盈利能力等进行探究和分析，期望 能够为其它外卖平台发展提供发展的意见。 关键词：O2O 平台 饿了么 网络外卖平台 营销策略 Abstract Nowadays, the rapid development of information technology and Internet technology has changed peoples original consumption concept. As the saying goes, food is the most important thing in life, peoples desire to pursue delicious food without leaving their homes gradually increases. In view of this, the Internet and physical stores have reached a cooperation. The Internet provides an online trading platform, while physical stores provide sales services, thus giving rise to the takeout O2O platform. Hungry is an earlier time delivery platform, on April 2, 2018, alibaba has carried on the acquisition to the platform, then under the strong support of the alibaba, the platform scale, market share and the number of users are in a straight line rise, take-away APP have sprung up in recent years, however, the market is very competitive, such as hungry strength to compete Meituan and take-away baidu, etc. Ele. me to stand in the market must follow the market changes,