美团外卖服务营销策略研究

Research on the Marketing Strategy of Meituan TakeoutServiceAbstractAt first,this article analyzed the marketing environment and current situation of Meituan takeout,and analyzed the micro and macro background of Meituan takeout and the current situation of thecatering takeout industry through SWOT analysis.According to the results of SWOT analysis,Meituanhas a relatively obvious advantage in the industry,which lays a solid foundation for the next step toadjust its marketing strategy to ensure the leading position.Secondly,this paper expounds the presentsituation and environmental marketing strategy of Meituan take-out marketing.Using STP theory tomarket segment the take-out O20 market,aiming at market positioning of Meituan take-out,and usingfour theories in four aspects P product,price,channel and promotion Meituan take-out for marketing todevelop mixed strategies.According to Meituan's take-out online marketing environment analysis,makeMeituan's online marketing strategy.Finally,this paper takes strict marketing guarantee measures forMeituan takeout,including six aspects:strict product quality management,strengthening corporateculture,implementing organizational talent guarantee,providing technical system support,strengtheningthe marketing concept of all staff and obtaining sufficient funds.Developed.A study in this paperprovides a reference for Meituan takeout to further acquire and integrate key positions in the take-outO20 industry,coordinate,implement and improve marketing strategies,and develop other take-out 020platforms in China Reference.It provides important information.Key words:meituan takeout;service marketing;strategy