本科论文 饿了么营销策略研究 摘 要科技的逐渐发展，对于互联网使用普遍提高，人们的消费观念、消费需求等都在发生改变，温饱问题已经不再是第一解决问题，而是开始更加注重高品质的健康饮食。人们常说"民以食为天”，现在人们的生活节奏逐渐加快，人们开始追求随时随地就可以吃到美味的食物。互联网的发展为实体商家提供了发展平台，互联网与实体店销售商务的结合让外卖 020 应时而生。其中我国的"饿了么”是第一家外卖 020 平台。在 2018 年 4 月“饿了么”被阿里收购，借此有了强大的后台，但伴随着市场规模、市场份额、用户规模的不断扩大，网络外卖平台竞争仍然存在，美团外卖与"饿了么”难分胜负。"饿了么”要想占领外卖市场的领先地位，就要顺应市场及消费者的变化，及时制定符合当下的营销策略。本文在现在行业整体发展现状的基础上，运用 4P理论制定适合当下发展的营销策略。本文的研究对于"饿了么”如何占领外卖行业的主导地位，占领更高的市场份额、增加利润具有指导意义，为国内其它外卖平台的发展提供参考和借鉴。关键词:网络外卖平台；营销策略；外卖 O2O本科论文AbstractWith the gradual development of science and technology and the general improvement of Internet use, people's consumption concepts and demands are changing. The problem of food and clothing is no longer the first problem to be solved. 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, the pace of people's life is speeding up gradually, and people begin to pursue the pursuit of eating delicious food anytime and anywhere. The development of the Internet provides a development platform for brick-and-mortar merchants, and the combination of the Internet and brick-and-mortar stores' sales business enables takeout to emerge at the right time. Among them, China's "ele. me" is the first takeout platform 020. In April 2018, "ele. me" was acquired by alibaba, thus gaining a strong background. However, with the contin...
