Catering Takeout Marketing Strategy Research Based On The O2O Pattern

With the rapid development of current new media economy, the products derived by Internet technology have become more and more popular among people. Therefore, the most valuable thing in the 21 st century is the Internet information, which has brought a lot of convenience for us. In addition, our work and life has become increasingly dependent on network technology, which has contributed to the popularity of the Internet in real life and then become an indispensable part of people’s life. Along with the rapid spread of the network purchasing, the people’s desire of shopping online has become much more bigger. Apart from such requirements as cheap shopping price of network, convenient purchasing and time saving, people’s integrity evaluation for online shopping has been paid more attention by scholars.As localization trend of e-commerce picks up and becomes a powerful force in the field of electronic commerce, the Internet transforms the traditional purchasing way to the online. In fact, the purchasing of entity shop and the purchasing of online virtual shop once separately occupy half of the country until the emergence of electronic commerce. The main form of Localization e-commerce is O2 O, which involves various consumption fields with rapid development and has grown in every corner of the consumption field. As a result, O2 O mode will effectively combine online with offline business behaviors so as to become the new forms of business model under the background of Internet.Currently, the main reason for the struggling development of our catering industry on the whole lies in the cost increase of operation, which is too hard for the enterprise to carry the heavy burden. In addition, such burdens as high rent amount, rising labor costs, high energy prices and less yields make the catering enterprises scarred in the process of running. At present, food industry uses O2 O to expand sales in order to produce many advantages, such as promoting the innovative development of the catering industry, reducing the cost, creating brand and others. Besides, most catering enterprises are not perfect and efficient in management mechanism and service system.however, in such cases, O2 O as a new business model steps into the public’s vision and links the real world with virtual world organically together in order to promote the interaction between the online and offline. Therefore, restaurant industry will get new development and profit under the O2 O mode for the purpose of opening a new era for food industry marketing.Consumption pattern of traditional food is based on Internet platform through the process of reviewing, booking and buying in group, which has been transformed into O2 O pattern nowadays. Namely, the consumer takes the network as the platform so as to enjoy food without leaving home. Under the business model of O2 O, college students are one of the audience which cannot be ignored. Therefore, when many catering companies put their energy into the college students, the take-away market around the colleges becomes a contested spot of catering enterprises. Based on the research reviews at home and abroad, this paper at first explores the concept of O2 O mode and take-away marketing. Then this paper analyzes the current situation of O2 O network take-away marketing, emphatically probing into the marketing effects of Meituan takeout in Henan university under the mode of O2 O. At last, it offers the marketing strategy of Meituan takeout in Henan university under the mode of O2 O and predicts the trend and future prospect of O2 O.