美团外卖营销模式研究

Study on Meituan Takeout Marketing Model

互联网以及智能手机的推动,为商品O2O模式提供了便利。日前,众多外卖品牌崛起,美团也成为业界翘楚。美团外卖是美团旗下网上订餐平台,于2013年11月正式上线。本文就美团外卖的营销模式进行分析,研究发现美团外卖目前存在的问题:(1)食品安全问题;(2)骑手配送问题;(3)同类型软件竞争激烈。针对以上问题,笔者提出以下建议:(1)官方监督,把控质量;(2)优化配送体系;(3)扩大服务范围。笔者认为,美团的外卖业务在中国乃至全球处于领先地位,其他外卖APP可以从中汲取有益经验。

Promoted by the Internet and smart phones,it provides convenience for the O2O model of commodities.Recently,many takeout brands have emerged,and Meituan has become the industry leader.Meituan Takeout,an online ordering platform under Meituan,was officially launched in November 2013.This paper analyzes the marketing model of Meituan takeout,and finds out the existing problems of Meituan takeout:1.Food safety;2.Rider delivery problems;3.The same type of software competition is fierce.In view of the above problems,the author puts forward the following suggestions:1.Official supervision to control the quality;2.Optimize the distribution system;3.Expand the scope of services.In author’s opinion,Meituan's food delivery business is a leader in China and the world,and other food delivery apps can learn from it.