“饿了么”市场营销策略研究 营销学专业 .pdfVIP

摘要

随着科技的发展，互联网的普及，人们的消费观念也随着互联网的发展而变化着。俗

话说“民以为天〃，消费者越来越追求足不出户就能吃到美。互联网为线下提供了交

易平台，互联网与实体店销售商务的相互结合让外卖020应时而生。其中我国的“饿了么

是第一家外卖020平台。阿里巴巴在2018年4月2日收购了“饿了么，虽然有阿里巴巴

强大的支柱，市场规模、市场份额、用户规模也不断扩大，但是网络餐饮外卖平台竞争激

烈，美团外卖与“饿了么难分高下。“饿了么要紧跟市场需求变化，及时调整、实施

恰当的市场营销战略，竞争行业领先地位。本文在“饿了么营销现状和环境分析基础上,

运用4P理论从产品、价格、渠道、促销四个方面为“饿了么制定营销组合策略。本文

的研究对于“饿了么如何取得网络外卖行业领先地位，获得更多的市场份额、增加盈利

能力具有指导意义，为国内其它网络外卖平台的发展提供参考和借鉴。

关键词020模式饿了么网络外卖平台营销策略

Abstract

Withthedevelopmentofscienceandtechnology,andthepopularizationofInternet,

peoplesconsumptionconcepthaschangedwiththedevelopmentoftheInternet.Asthesaying

goes,npeopleeatfortheday,consumersaremoreandmoreeagertoeatfoodwithoutleaving

thehouse.020wasorn,and020referstothecominationofofflineusinessopportunities

andInternet,makingtheInternetaplatformforofflinetransactions.HHungrynonlinedelivery

platformisthefirstChinesetake-out020platform.OnApril2,2018,oughtyaliaa

hungry,althoughhavealiaastrongsupport,marketscale,marketshare,theuserscaleis

expanding,utthenetworkcateringdeliveryplatformcompetitionisintense,anddeliveryand

neckwithhungry.Hungryshouldkeepareastofchangesinmarketdemand,timelyadjust

andimplementappropriatemarketingstrategiesandleadthecompetitionindustry.Ontheasis

ofhungrymarketingandenvironmentalanalysis,thispaperUSES4Ptheorytoformulate

marketingmixstrategyfromfouraspects:product,price,channelandpromotion.Inthispaper,

theresearchforthehungry?howtoachievenetworktake-outindustryleadingposition,togain

moremarketshareandincreaseprofitailityhasaguidingsignificancetoprovideareferencefor

thedevelopmentofthedomesticothertake-outnetworkplatformandusingforreference.

Keywords:O2Omodehungry