美团外卖市场营销策略研究

发布时间：2018-04-22 22:00

本文选题：美团外卖 + 餐饮外卖　；参考：《山东大学》2017年硕士论文

【摘要】："民以食为天",餐饮业是我国传统的服务性第三产业,始终在人们的生活中扮演着重要的角色,随着我国经济的快速增长和居民收入水平的不断提高,餐饮业取得了持续的发展,展现出繁荣兴旺的局面。2008年金融危机以来我国餐饮业"粗放与微利"的问题不断凸现,2012底中央出台八项规定以来,高端餐饮消费遇冷收缩,大众化的中低端餐饮增速不减。"互联网+"在2015年被第一次写入政府工作报告,互联网技术的普及和发展,带来了人们生活方式的巨大变化,互联网与餐饮业相结合给餐饮业的形式和内涵带来了重大变革。经济发展新常态下,我国餐饮业进入了转型发展的关键机遇期,如何在市场结构和商业模式上探索改革创新,加快转型发展,满足不断变化着的消费大众的需求,是餐饮业所面临的亟需解决的问题。O2O即Online To Offline(在线离线/线上到线下),是线上渠道与线下渠道有机结合的一种电商模式。O2O最早是由美国AlexRamPell于2010年作出定义,并随着Groupon团购模式的成功而得到极大的关注与推广,O2O的概念于2011年11月被引入中国,一经引入便被迅速应用于市场,也掀起了国内关于O2O实践和研究的热潮,并逐渐形成O2O商业模式,开始本地化进程。巨大的餐饮消费市场成为O2O的必争之地,自2011年团购爆发式增长开始,外卖O2O吸引了大量的创业团队和产业资本进入。外卖O2O即互联网订餐平台,是O2O与外卖相结合的产物,与传统餐饮相比外卖O2O具有成本低、影响力大、借助大数据分析等优势,能够迅速掌握市场需求,加速餐饮行业创新。美团外卖是美团网旗下的外卖O2O平台,于2013年11月正式上线,自推出以来,美团外卖以美团网为依托,在"消费者第一,商家第二,美团第三"的价值观念的指导下,市场规模、市场份额、用户规模不断扩大,现已覆盖1000多个城市,为消费者提供早餐、午餐、晚餐和夜宵的外卖,并将产品品类扩展至超市、鲜果、甜点饮品、药品等领域。经历了高速发展和白热化竞争阶段后,外卖O2O行业进入了深入行业上下游的发展阶段,美团外卖要紧跟市场需求变化,及时调整、实施恰当的市场营销战略,保持既有优势。本文以"美团外卖" O2O外卖平台为研究对象,运用市场营销管理、管理学和战略管理的基本理论,通过分析"美团外卖"的发展历史、趋势、营销环境、营销现状,为"美团外卖"制定切实可行的营销策略与支持保障。首先,本文对美团外卖的营销现状和环境进行了分析,分析了餐饮外卖行业现状以及美团外卖所处的宏观环境、微观环境,并对其进行SWOT分析。从宏观环境看,网络覆盖率和中国网民数量的不断提升,智能手机的普及,为外卖O2O提供了大量的潜在用户,越来越多的消费者开始接受网络订餐的模式;从微观环境看,在经历了高速发展和白热化竞争之后,美团外卖已经处于行业第一阵营,具备开发新服务、开拓新市场的能力;SWOT分析结果显示,美团外卖在行业内具有较为明显的优势,为下一步调整营销策略取得领先地位,奠定了坚定的基础。其次,本文在对美团外卖营销现状和环境分析的基础上,为其制定营销策略。运用STP理论对外卖O2O市场进行市场细分,为美团外卖进行目标市场定位;运用4P理论从产品、价格、渠道、促销四个方面为美团外卖制定营销组合策略。在对美团外卖网络营销环境分析的基础上为其制定网络营销策略。最后本文从严把产品质量关、加强企业文化建设、实施组织人才保障、提供技术系统支持、增强全员营销理念、保障充足资金供应等六个方面为美团外卖制定了营销保障措施。本文的研究对于美团外卖进一步取得并巩固外卖O2O行业领先地位,调整、实施营销策略、增加盈利能力具有指导意义,为国内其他外卖O2O平台的发展提供参考和借鉴。
[Abstract]:The food and beverage industry is the third industry of our country's traditional service. It has always played an important role in the people's life. With the rapid growth of China's economy and the continuous improvement of the income level of the residents, the catering industry has made a continuous development, showing the prosperity and prosperity of the.2008 year of the financial crisis in China. And profit problems emerge constantly, since the end of 2012 the central government introduced the eight provisions, high-end food and beverage consumption cold contraction, the popularization of the low-end catering growth rate reduction. "Internet plus" in 2015 was first written into the government work report, the popularity and development of Internet technology, has brought great changes in people's way of life. The Internet and catering The combination of industry has brought great changes to the form and connotation of the catering industry. Under the new normal economic development, China's catering industry has entered a critical opportunity for the transformation and development. How to explore the reform and innovation in the market structure and business model, speed up the transformation and development, meet the changing demand of the consumer, is the urgent need for the catering industry. The solution to the problem.O2O, Online To Offline (offline offline / offline to line to line), is an organic combination of online and offline channels..O2O was first defined by the United States AlexRamPell in 2010. With the success of the Groupon group purchase model, it was greatly closed and promoted. The concept of O2O was introduced in November 2011. The country, as soon as it was introduced, was quickly applied to the market, and it also raised a domestic upsurge of O2O practice and research, and gradually formed the O2O business model and began to localize the process. The huge food and beverage market became a competing place for O2O. Since the outbreak of the group buying in 2011, the sale of O2O attracted a large number of entrepreneurial teams and industrial capital. O2O, the Internet booking platform, is the product of the combination of O2O and takeout. Compared with the traditional catering, the O2O has low cost, great influence and the advantage of large data analysis. It can quickly grasp the market demand and accelerate the innovation of the catering industry. Since then, it has been based on the US regiment network. Under the guidance of the value concept of "consumer first, business second, US group third", the market scale, market share, and the scale of users are expanding, now covering more than 1000 cities, providing customers with breakfast, lunch, dinner and night snack, and extending the product category to supermarket, fresh fruit and sweet. After the high speed development and the white hot competition stage, the O2O industry has entered the development stage of the deep industry and downstream. The US group takeout should follow the changes in the market demand, adjust it in time, implement the appropriate marketing strategy and maintain the advantages. This article is based on the O2O takeout platform of "US group takeout". By analyzing the basic theory of marketing management, management and strategic management, through the analysis of the development history, trend, marketing environment and marketing status of "US group takeout", it makes practical marketing strategies and support for the "US group takeout". Firstly, this paper analyzes the marketing status and environment of the US regiment, and analyzes the catering trade bank. In the macro environment, the network coverage rate and the number of Chinese netizens are increasing, the popularity of the smart phone has provided a large number of potential users for the takeout of O2O, and more and more consumers begin to accept the pattern of network ordering from the micro environment, from the micro environment. In view of the high speed development and the white hot competition, the US group takeout has been in the first battalion of the industry and has the ability to develop new services and develop new markets. The SWOT analysis shows that the US group has a more obvious advantage in the industry, laying a firm foundation for the next adjustment of the marketing strategy. Secondly, On the basis of the marketing present situation and the environment analysis of the American group, the paper makes marketing strategy for it. Using the STP theory to sell the O2O market to make the market segmentation, make the target market positioning for the American group, and use the 4P theory to make the marketing combination strategy for the American group from four aspects: product, price, channel and promotion. On the basis of the analysis of the environment of the collaterals marketing environment, the network marketing strategy is formulated for it. At the end of this paper, we have made the marketing guarantee measures for the six aspects of the product quality control, the strengthening of the enterprise culture construction, the implementation of the organizational support, the support of the technical system, the enhancement of the whole marketing concept and the guarantee of the supply of sufficient funds. It is of guiding significance to the further acquisition and consolidation of the O2O industry, the adjustment, the implementation of marketing strategy and the increase of profitability. It provides reference and reference for the development of other domestic O2O platforms.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F719.3

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