饿了么营销策略研究

本科论文AbstractWith the gradual development of science and technology and the generalimprovement of Internet use,people's consumption concepts and demands arechanging.The problem of food and clothing is no longer the first problem to besolved.Instead,people begin to pay more attention to high-quality healthy diet.People often say that "food is the most important thing for the people".Nowadays,thepace of people's life is speeding up gradually,and people begin to pursue the pursuitof eating delicious food anytime and anywhere.The development of the Internetprovides a development platform for brick-and-mortar merchants,and thecombination of the Internet and brick-and-mortar stores'sales business enablestakeout to emerge at the right time.Among them,China's "ele.me"is the first takeoutplatform 020.In April 2018,"ele.me"was acquired by alibaba,thus gaining a strongbackground.However,with the continuous expansion of market size,market shareand user scale,online takeout platform still has competition,and Meituan takeout and"ele.me"are in a close race.If ele.me wants to occupy the leading position in the take-out market,it needs toadapt to the changes in the market and consumers,and make timely marketingstrategies in line with the current situation.Based on the current situation of theoverall development of the industry,this paper USES the 4P theory to developmarketing strategies suitable for the current development of "ele.me".The research inthis paper has guiding significance for ele.me to occupy the dominant position in thetake-out industry,occupy a higher market share and increase profits,and providesreference for the development of other take-out platforms in China.Key words:Online take-out platform;Marketing strategy;Take-away O20