论文总字数：23710字

摘 要

时过境迁，如今的时代已经是一个高度发达的数字信息时代，拨打订餐热线点餐的时光已经一去不复返，取而代之的是O2O模式下的各大餐饮平台。

本文主要以“美团外卖”为研究对象，通过查阅大量的期刊和论文等文献资料探究其O2O模式下的营销策略。了解“美团外卖”诞生的背景以及意义，凭借大量的文献深度解读O2O模式的概念，其他传统餐饮业的发展，以及O2O模式与餐饮配送行业的结合将带来怎样的全新市场。引入“美团外卖”在O2O模式下的运作，介绍“美团外卖”O2O营销的现状，推断出“美团外卖”O2O存在的优势，并在这样的优势情况下如何去继续保持并且扩大优势。发现“美团外卖”O2O存在的劣势，并根据这样的不足，去制定有效的解决策略，尽量去完善不足以做到可持续发展。要充分认识公司自身的优劣，其次要认识到目前公司所处的环境有哪些的机遇，同时还将面对哪些风险，这些机遇需要抓住，风险也要尽可能地去规避。并以成贤学院“美团外卖”为具体案例，深度分析“美团外卖”在O2O模式下对运作产生了哪些效益，同时产生了哪些不好的影响。最后展望，在扬长避短的前提下还需要不断去预测未来的各种可能的情况，做好各种预案准备，还得不断去关注竞争对手，学会创新。

关键词：“美团外卖”；线上和线下；餐饮配送；互联网

A Study on the Marketing Strategy of MEITUAN Takeaway

Abstract

Time has changed. Today"s era is a highly developed digital information era. The time of calling the order hotline to order food has gone forever, replaced by the major catering platforms under the mode of O2O.

In this paper, taking the take-out of the beauty group as the research object, through consulting a large number of journals and papers and other literature to explore its marketing strategy under the mode of O2O. Understanding the background and significance of the birth of "beauty group takeout", with a large number of literature in-depth interpretation of the concept of the O2O model, the development of other traditional catering industry, and the combination of the O2O model and catering distribution industry will bring about a new market. Introduce the operation of American Delivery in the mode of O2O, introduce the current situation of its marketing, deduce the advantages of its existence, and how to maintain and expand its advantages under such circumstances. Find out the disadvantage of AOT takeout, and according to such shortcomings, to formulate effective solutions, try to improve as far as possible is not enough to achieve sustainable development. We should realize what opportunities the company is facing and what risks it will face. These opportunities need to be seized and risks should be avoided as far as possible. These two belong to external causes. Taking CHENGXIAN college as an example, this paper deeply analyses the benefits and negative impacts of American Delegation Takeaway under the mode of O2O. In the end, we need to constantly predict the possible future situation, prepare for various plans, pay close attention to competitors and learn to innovate under the premise of developing strengths and avoiding weaknesses.

History tells everyone that all things develop in a regular way. To conform to the trend of the times is to respect the law of nature. Analyzing the AOT take-out O2O marketing strategy is also an analysis of the current law of the times. Today is the Internet era, the network has become almost an indispensable medium in life. Traditional industries have also begun to add Internet elements. Industries that break away from the Internet are like sailing against the current. Internet is a double-edged sword, which brings convenience and drawbacks at the same time. The discovery and solution of these drawbacks is the significance of this article and the ultimate goal of the study.

Keywords: MEITUAN Takeaway; O2O; Catering Distribution; Internet

目录

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 2

1.4 O2O模式下外卖行业的发展现状 2

1.5 论文框架 6

第二章 O2O模式下产业相关文献综述 7

2.1 平台简介 7

2.2 外卖 O2O 平台的特征 9

2.3外卖 O2O 平台发展现状 9

2.4外卖 O2O 平台存在的问题 9

第三章 O2O模式下“美团外卖”的产品服务策略 11

3.1 产品策略 11

3.2 服务策略 11

3.3 产品推广 12

3.3.1 广泛应用社会化媒体 12

3.3.2 打造精品外卖平台 12

3.3.3 传递优质品牌形象 12

3.3.4 线上线下的融合 13

第四章 O2O模式下“美团外卖”的价格策略 14

4.1 定价分析 14

4.1.1 地域分析 14

4.1.2 经济水平分析 14

4.2 价格策略 14

第五章 O2O模式下“美团外卖”营销效果分析——以东南大学成贤学院为例 16

5.1 营销渠道分析 16

5.2 “美团”在成贤学院的营销效果分析（问卷调查） 16

5.2.1 外卖订餐习惯分析 16

5.2.2 外卖订餐行为分析 17

5.2.3 外卖订餐动机分析 17

5.3 “美团外卖”营销中急需解决的问题 17

5.3.1 物流配送缓慢 18

5.3.2 管理体系松散 18

5.3.3 负面新闻不断 18

结 论 19

致 谢 20

参考文献（References） 21

调查问卷 22

第一章 绪 论

1.1 研究背景

时代发展，文明进步，如今已经是一个高度发达的数字信息时代。在这样的数字时代，互联网占据了至关重要的位置，网络无处不在，各行各业逐渐变得离不开互联网。毫无疑问，互联网不仅是现在也是未来发展的一个大的趋势，是所有的领域能正常运作的基础，是生活中必不可少的重要环节。不顺应时代潮流好比逆水行舟，越来越多的行业开始改变传统的运作模式，开始运用互联网与时代接轨。市场份额是一定的，在资源有限的市场，哪家企业率先创新，率先运用互联网来进行营销和管理运作，势必就会率先抢得先机。在如此激烈的市场竞争环境下，众多企业开始寻求创新，各种新型的营销模式逐渐进入公众视野，O2O模式也同样得到了应用。

剩余内容已隐藏，请支付后下载全文，论文总字数：23710字