浅析网络外卖平台营销策略-以饿了么为例_英语论文                   

Analysis on the Marketing Strategies of O2O Takeaway Platform—Taking Ele.me as an Example   

摘要

随着经济的飞速发展，互联网越来在当代年轻人中变得越来越流行。人们已经认识到21世纪是互联网信息化的时代，并且网络的确给予我们很多实实在在的帮助，人们越来越依赖于网络科技，这促使它成了人们日常生活中不可缺少的一部分。因此，随着互联网技术的成熟以及使用的范围全方位覆盖，在商业领域，传统的商业模式逐渐的被电子商务取代。本文以“饿了么”为研究对象，浅谈网络外卖的市场及发展，在营销战略理论和营销组合理论的指导下，运用SWOT等经典分析工具，分析“饿了么”市场的营销策略的方式方法，让我们了解其营销策略的优势及不足，结合目前消费者的亲身体验，总结其中的成绩，发现其中的问题，然后针对问题提出建议，帮助消费者来正确认识和使用网络外卖服务，使消费者在电子商务消费中得到更好的服务。

关键词：电子商务 饿了么 营销战略

Abstract

Abstract: As economy grows rapidly, the usage of Internet has become increasingly popular among today’s younger generation. People have realized that the 21st century is the age of Internet information and Internet does benefit us a lot. Human beings become more dependent on Internet technology and it has acted as an indispensable part in our daily life. Therefore, with the maturity of the Internet technology and wide coverage of its use, the traditional business model has gradually been replaced by E-commerce in the business sector. This paper takes Ele.me as the research object and discusses the market and development of O2O takeaway platforms. This essay also analyzes the marketing methods of Ele.me market under the guidance of the marketing strategy theory and marketing mix theory, using SWOT and other classic analysis tools. With the analysis of those factors and combination of consumer’s experiences, this paper can make us aware of the problems in the development of O2O takeaway platforms, and put forward effective solutions to those problems. It will also help consumers recognize and use online takeaway platforms in a correct way and make them get better service during the process of consumption.

Key words: E-commerce　　Ele.me　　marketing strategy

Contents

摘 要 1

Abstract 2

Chapter 1　Introduction 3

Chapter 2　General Situation and Development of Ele.me 5

2.1 Brief Introduction to Ele.me 5

2.2 Characteristics of O2O Takeaway Platforms 5

2.3 Evolution of Takeaway Industry 6

Chapter 3 Current Situation and Development Trend of O2O Takeaway Platform 8

3.1 Current Situation of China’s Catering Industry 8

3.2 Trend of Takeaway Platforms 8

3.3 Brief Introduction to Yelp 9

Chapter 4 Marketing Strategies of Ele.me 11

4.1 SWOT Analysis of Takeaway Platform Ele.me 11

4.2 Marketing Objectives of Ele.me 12

4.3 Market Positioning of Ele.me 12

4.3.1 Selection of the target market 13

4.3.2 Market advantages of Ele.me 13

4.4 Maintenance of Customer Relationship 14

Chapter 5 Future Development of Ele.me 15

5.1 Disadvantages of Ele.me 15

5.2 Comparisons with Yelp 16

5.2.1 Operating strategies of Yelp 16

5.2.2 Advantages of Yelp 17

5.3 Suggestions to Solve Problems 18

Chapter 6 Conclusion 20

Acknowledgements 22

References: 23