市场营销-饿了么公司市场营销问题及对策研究.docxVIP

PAGE PAGE IV 饿了么公司市场营销问题及对策研究 摘要：“饿了么”是一家专业的网络订餐平台，旨在进行餐饮业的数字化，用互联网技术改变餐饮业的生态，它为用户带来方便快捷订餐体验的同时，也为餐厅提供一体化的运营解决方案。2017年8月初“饿了么”覆盖全国163个城市，预计在本年度将覆盖全国主要城市。除了产品优和服务优，O2O模式的探索与实践也是关键。“饿了么”实践O2O模式与实体店结合，实现了对线下服务的补充，提供超出顾客预期的线下服务，更加增加了顾客的满意度和忠诚度。可以说互联网O2O模式的兴起，为“饿了么”的口碑传播带来了良好的发展。但是，餐饮业020平台在发展中也遇到一些“绊脚石”，订餐网站急于扩张圈地，后续的动作很难跟上飞速前进的步伐，这就造成了一些问题的出现。因此本文以饿了么为例，分析餐饮业的市场营销存在的问题，针对存在的问题提出应对措施。 关键词：外卖平台，网络营销，营销策略  Abstract: “Hungry” is a professional online ordering platform designed to digitize the catering industry and use Internet technology to change the ecology of the catering industry. It provides users with a convenient and fast ordering experience while also providing an integrated operational solution for the restaurant. At the beginning of August 2017， “Hungry” covers 163 cities across the country and is expected to cover major cities in the country this year. In addition to product excellence and service excellence, the exploration and practice of the O2O model is also key. “Hungry?” The practice of O2O mode combined with physical stores has complemented offline services, providing offline services that exceed customer expectations, and increasing customer satisfaction and loyalty. It can be said that the rise of the Internet O2O model has brought about a good development for the word-of-mouth communication of “Hungry?”. However, the restaurant industry 020 platform has encountered some stumbling blocks in the development. The ordering website is eager to expand the enclosure， and the subsequent actions are difficult to keep up with the rapid progress. This has caused some problems. So this article Take hungry as an example, analyze the problems in the marketing of the catering industry, and propose countermeasures against the existing problems. Keywords: take-out platform, internet marketing, marketing strategy  目 录 TOC \o 1-3 \h \z \u 一、绪论 1 （一）研究背景 1 （二）研究意义 1 二、相关理论概述 1 （一）市场营销的定义 1 （二）市场营销的内容 2 （三）市场营销的相关理论 2 三、饿了么公司网络营销现状及存在的问题 3