电子商务企业战略定位及竞争优势分析——以美团为例

Analysis on the Strategic Positioning and Competitive Advantage of E-commerce Enterprises——Take Meituan as an Example

近年来,电子商务企业发展迅速。在新经济的背景下,越来越多的企业搭建电子商务平台,同类电子商务企业的竞争十分激烈。以美团网为例,基于SWOT分析和商业模式画布分析对该企业进行战略定位并分析其营销策略,了解该类电子商务企业在管理与经营方面存在的优势与问题等。在此基础上,提出美团网发展的优化策略,即增强各个业务部门的专业性,加强网站和APP建设,同时提出创新发展是目前电子商务企业发展的重要推动力。

In recent years,e-commerce enterprises have developed rapidly,in the new economic trend,more and more enterprises build e-commerce platform,the competition of similar e-commerce enterprises is very fierce.Taking Meituan as an example,based on SWOT analysis and business model canvas analysis,the strategic positioning and marketing strategy of the enterprise are analyzed,which can understand the advantages and problems existing in the management and operation of such e-commerce enterprises.Therefore,on this basis,this paper puts forward the optimization countermeasures and suggestions for the development of Meituan,That is,to strengthen the professionalism of various business departments,strengthen the construction of websites and apps,and innovative development is an important driving force for the development of e-commerce enterprises.