美团外卖平台发展战略分析

美团外卖平台发展战略分析摘要前几年外卖平台如雨后春笋般出现，又因“烧钱大战”不堪重负而退出，现如今的外卖市场以美团外卖和美团相争构成“双雄争霸”的局面。自2018年4月阿里巴巴收购美团，无论是资金链上的支持，还是流量入口的搭建，都使美团重拾信心，动作不断。2019年7月，美团作为生活服务平台正式和口碑合并，广告语从原来的“饿了就要美团”更改为“美团，不只送餐”也昭示其定位的改变：2020年7月，美团官宣王一博为品牌代言人强势引流：“对一”美团更是借阿里巴巴的强劲流量促成了新的交易顶峰，其中业务最高增幅高达550%。与此同时，在快速发展的背后不可避免的存在许多隐患，如外卖骑手素质参差不齐、配送时间较长、食品安全一直无法得到保障等等。对于美团面临的问题，查阅了相关文献资料，在前人的基础上总结归纳并运用了PEST分析、波特五力模型等营销工具，分析了其差异化竞争战略的实施现状，并从中发现了美团存在的问题，依据差异化竞争战略提出了可行建议，希望能对今后美团公司的发展提供一些参考。关键词：外卖美团竞争战略差异化竞争战略AbstractA few years ago,food delivery platforms mushroomed and withdrew due to theburden of"money burning war".Now,the food delivery market is competing with Meituanfood delivery and Meituan food delivery to form a "two-male hegemony"situation.Since The acquisition of Meituan by Alibaba in April 2018,Both the support on thecapital chain and the construction of the traffic entrance have made Meituan regainconfidence and make continuous actions.In July 2019,Meituan officially merged withKoubei as a life service platform.The slogan was changed from "Meituan when you arehungry"to "Meituan,not only deliver food",indicating the change of its positioning.InJuly 2020,Meituan official announced Wang Yibo as the brand spokesperson strongdrainage;On "Double 11",Meituan took advantage of Alibaba's strong traffic to promote anew transaction peak,with a maximum growth of 550%.At the same time,behind therapid development,there are inevitably many hidden dangers,such as uneven quality ofdelivery drivers,long delivery time,food safety has not been guaranteed and so on.For the problems faced by Meituan,I consulted relevant literature,summarized andapplied PEST analysis,Porter's Five Forces model and other marketing tools on the basisof predecessors,analyzed the implementation status of its differentiated competitionstrategy,found the problems existing in Meituan,and put forward feasible suggestionsbased on the differentiated competition strategy.Hope to provide some reference for thefuture development of Meituan company.Key words:take-out Meituan competitive strategy differentiation competitivestrategy目录摘腰2Abstract.·r引言“1.1研究背景与意义11.1.1研究背景..0…11.1.2研究意义....1.2研究方法..............3(1)文献研究法….3(2)案例分析法。。。。。。。…32美团外卖外部环境分析32.1宏观环境分析...........…32.1.12.1.1政治环境.....32.1.2经济环境.....32.1.3社会环境........42.1.4技术环境.…42.2产业环境分析......……………42.2.1供应商讨价还价的能力.·.…42.2.2潜在竞争者进入的能力.........………42.2.3可替代品的替代能力…52.2.4客户讨价还价的能力.….……52.2.5行业内竞争者的竞争....3竞争对手分析............3.1饿了么竞争优势........3.1.1成立时间，用户基础深厚3.1.2在外卖早餐市场具有差异化优势…63.1.3先进的即时配送系统3.1.4品牌经营理念和价值.·63.2美团外卖竞争优势........……73.2.1有巨大的流量入口，获客成本低.73.2.2多方支持，强化核心优势……73.2.3服务专业化............74美团外读平台S0T分析.74.1S(优势)：74.2W(劣势)：…74.30(机会)：…74.4T(挑战)：5美团外卖平台的战略实施与保障.......................85.1战略实施策略.85.1.1实施战略联盟....................85.1.2健全平台制度，促进全行业共同提升食品安全...........85.1.3扩大品牌影响力、提升品牌信誉度..............95.1.4完善人才机制，壮大人才队伍…95.2战略实施的保障措施..95.2.1产品与服务策略95.2.2销售策略105.2.3定价策略…105.2.4促销策略........105.2.5产品差异化：APP增设板块...................115.2.6形象差异化：蓝骑士形象塑造.............125.2.7服务差异化：端正骑手服态度.................126结