本文選題：美團外賣 + 餐飲外賣��； 參考：《山東大學》2017年碩士論文

【摘要】："民以食為天",餐飲業(yè)是我國傳統(tǒng)的服務性第三產(chǎn)業(yè),始終在人們的生活中扮演著重要的角色,隨著我國經(jīng)濟的快速增長和居民收入水平的不斷提高,餐飲業(yè)取得了持續(xù)的發(fā)展,展現(xiàn)出繁榮興旺的局面。2008年金融危機以來我國餐飲業(yè)"粗放與微利"的問題不斷凸現(xiàn),2012底中央出臺八項規(guī)定以來,高端餐飲消費遇冷收縮,大眾化的中低端餐飲增速不減。"互聯(lián)網(wǎng)+"在2015年被第一次寫入政府工作報告,互聯(lián)網(wǎng)技術的普及和發(fā)展,帶來了人們生活方式的巨大變化,互聯(lián)網(wǎng)與餐飲業(yè)相結合給餐飲業(yè)的形式和內(nèi)涵帶來了重大變革。經(jīng)濟發(fā)展新常態(tài)下,我國餐飲業(yè)進入了轉型發(fā)展的關鍵機遇期,如何在市場結構和商業(yè)模式上探索改革創(chuàng)新,加快轉型發(fā)展,滿足不斷變化著的消費大眾的需求,是餐飲業(yè)所面臨的亟需解決的問題。O2O即Online To Offline(在線離線/線上到線下),是線上渠道與線下渠道有機結合的一種電商模式。O2O最早是由美國AlexRamPell于2010年作出定義,并隨著Groupon團購模式的成功而得到極大的關注與推廣,O2O的概念于2011年11月被引入中國,一經(jīng)引入便被迅速應用于市場,也掀起了國內(nèi)關于O2O實踐和研究的熱潮,并逐漸形成O2O商業(yè)模式,開始本地化進程。巨大的餐飲消費市場成為O2O的必爭之地,自2011年團購爆發(fā)式增長開始,外賣O2O吸引了大量的創(chuàng)業(yè)團隊和產(chǎn)業(yè)資本進入。外賣O2O即互聯(lián)網(wǎng)訂餐平臺,是O2O與外賣相結合的產(chǎn)物,與傳統(tǒng)餐飲相比外賣O2O具有成本低、影響力大、借助大數(shù)據(jù)分析等優(yōu)勢,能夠迅速掌握市場需求,加速餐飲行業(yè)創(chuàng)新。美團外賣是美團網(wǎng)旗下的外賣O2O平臺,于2013年11月正式上線,自推出以來,美團外賣以美團網(wǎng)為依托,在"消費者第一,商家第二,美團第三"的價值觀念的指導下,市場規(guī)模、市場份額、用戶規(guī)模不斷擴大,現(xiàn)已覆蓋1000多個城市,為消費者提供早餐、午餐、晚餐和夜宵的外賣,并將產(chǎn)品品類擴展至超市、鮮果、甜點飲品、藥品等領域。經(jīng)歷了高速發(fā)展和白熱化競爭階段后,外賣O2O行業(yè)進入了深入行業(yè)上下游的發(fā)展階段,美團外賣要緊跟市場需求變化,及時調(diào)整、實施恰當?shù)氖袌鰻I銷戰(zhàn)略,保持既有優(yōu)勢。本文以"美團外賣" O2O外賣平臺為研究對象,運用市場營銷管理、管理學和戰(zhàn)略管理的基本理論,通過分析"美團外賣"的發(fā)展歷史、趨勢、營銷環(huán)境、營銷現(xiàn)狀,為"美團外賣"制定切實可行的營銷策略與支持保障。首先,本文對美團外賣的營銷現(xiàn)狀和環(huán)境進行了分析,分析了餐飲外賣行業(yè)現(xiàn)狀以及美團外賣所處的宏觀環(huán)境、微觀環(huán)境,并對其進行SWOT分析。從宏觀環(huán)境看,網(wǎng)絡覆蓋率和中國網(wǎng)民數(shù)量的不斷提升,智能手機的普及,為外賣O2O提供了大量的潛在用戶,越來越多的消費者開始接受網(wǎng)絡訂餐的模式;從微觀環(huán)境看,在經(jīng)歷了高速發(fā)展和白熱化競爭之后,美團外賣已經(jīng)處于行業(yè)第一陣營,具備開發(fā)新服務、開拓新市場的能力;SWOT分析結果顯示,美團外賣在行業(yè)內(nèi)具有較為明顯的優(yōu)勢,為下一步調(diào)整營銷策略取得領先地位,奠定了堅定的基礎。其次,本文在對美團外賣營銷現(xiàn)狀和環(huán)境分析的基礎上,為其制定營銷策略。運用STP理論對外賣O2O市場進行市場細分,為美團外賣進行目標市場定位;運用4P理論從產(chǎn)品、價格、渠道、促銷四個方面為美團外賣制定營銷組合策略。在對美團外賣網(wǎng)絡營銷環(huán)境分析的基礎上為其制定網(wǎng)絡營銷策略。最后本文從嚴把產(chǎn)品質(zhì)量關、加強企業(yè)文化建設、實施組織人才保障、提供技術系統(tǒng)支持、增強全員營銷理念、保障充足資金供應等六個方面為美團外賣制定了營銷保障措施。本文的研究對于美團外賣進一步取得并鞏固外賣O2O行業(yè)領先地位,調(diào)整、實施營銷策略、增加盈利能力具有指導意義,為國內(nèi)其他外賣O2O平臺的發(fā)展提供參考和借鑒。
[Abstract]:The food and beverage industry is the third industry of our country's traditional service. It has always played an important role in the people's life. With the rapid growth of China's economy and the continuous improvement of the income level of the residents, the catering industry has made a continuous development, showing the prosperity and prosperity of the.2008 year of the financial crisis in China. And profit problems emerge constantly, since the end of 2012 the central government introduced the eight provisions, high-end food and beverage consumption cold contraction, the popularization of the low-end catering growth rate reduction. "Internet plus" in 2015 was first written into the government work report, the popularity and development of Internet technology, has brought great changes in people's way of life. The Internet and catering The combination of industry has brought great changes to the form and connotation of the catering industry. Under the new normal economic development, China's catering industry has entered a critical opportunity for the transformation and development. How to explore the reform and innovation in the market structure and business model, speed up the transformation and development, meet the changing demand of the consumer, is the urgent need for the catering industry. The solution to the problem.O2O, Online To Offline (offline offline / offline to line to line), is an organic combination of online and offline channels..O2O was first defined by the United States AlexRamPell in 2010. With the success of the Groupon group purchase model, it was greatly closed and promoted. The concept of O2O was introduced in November 2011. The country, as soon as it was introduced, was quickly applied to the market, and it also raised a domestic upsurge of O2O practice and research, and gradually formed the O2O business model and began to localize the process. The huge food and beverage market became a competing place for O2O. Since the outbreak of the group buying in 2011, the sale of O2O attracted a large number of entrepreneurial teams and industrial capital. O2O, the Internet booking platform, is the product of the combination of O2O and takeout. Compared with the traditional catering, the O2O has low cost, great influence and the advantage of large data analysis. It can quickly grasp the market demand and accelerate the innovation of the catering industry. Since then, it has been based on the US regiment network. Under the guidance of the value concept of "consumer first, business second, US group third", the market scale, market share, and the scale of users are expanding, now covering more than 1000 cities, providing customers with breakfast, lunch, dinner and night snack, and extending the product category to supermarket, fresh fruit and sweet. After the high speed development and the white hot competition stage, the O2O industry has entered the development stage of the deep industry and downstream. The US group takeout should follow the changes in the market demand, adjust it in time, implement the appropriate marketing strategy and maintain the advantages. This article is based on the O2O takeout platform of "US group takeout". By analyzing the basic theory of marketing management, management and strategic management, through the analysis of the development history, trend, marketing environment and marketing status of "US group takeout", it makes practical marketing strategies and support for the "US group takeout". Firstly, this paper analyzes the marketing status and environment of the US regiment, and analyzes the catering trade bank. In the macro environment, the network coverage rate and the number of Chinese netizens are increasing, the popularity of the smart phone has provided a large number of potential users for the takeout of O2O, and more and more consumers begin to accept the pattern of network ordering from the micro environment, from the micro environment. In view of the high speed development and the white hot competition, the US group takeout has been in the first battalion of the industry and has the ability to develop new services and develop new markets. The SWOT analysis shows that the US group has a more obvious advantage in the industry, laying a firm foundation for the next adjustment of the marketing strategy. Secondly, On the basis of the marketing present situation and the environment analysis of the American group, the paper makes marketing strategy for it. Using the STP theory to sell the O2O market to make the market segmentation, make the target market positioning for the American group, and use the 4P theory to make the marketing combination strategy for the American group from four aspects: product, price, channel and promotion. On the basis of the analysis of the environment of the collaterals marketing environment, the network marketing strategy is formulated for it. At the end of this paper, we have made the marketing guarantee measures for the six aspects of the product quality control, the strengthening of the enterprise culture construction, the implementation of the organizational support, the support of the technical system, the enhancement of the whole marketing concept and the guarantee of the supply of sufficient funds. It is of guiding significance to the further acquisition and consolidation of the O2O industry, the adjustment, the implementation of marketing strategy and the increase of profitability. It provides reference and reference for the development of other domestic O2O platforms.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F719.3

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