Research On Marketing Strategy Of Take Out O2O Platform Companies

With the rapid development of take out O2 O industry in 2015,the market size of China's Internet catering and take-out food reached 45.78 billion yuan.For the promising market prospects,a huge amount of financing was introduced and a large number of competitors have poured into in the meantime.The rapid development of the industry is facing enormous pressure and challenges.As the company which occupies the largest market share---"ele.me ",on the one hand to maintain its leading edge,the other side has to face the impact of the market.So,the most important thing for the “ele.me” is to think about how to make a breakthrough in the existing marketing model and continuous innovation in the perspective of the Internet.This article,taking the “ele.me” as example,based on the theory of network marketing,puts forward the network marketing strategy of sustainable development,which is matched with the "ele.me" development strategy,according to the current development status and the existing problems of network marketing.In order to achieve the desired results,firstly,analysis the general background of the take out O2 O,including network users increased year by year,network hardware and software facilities gradually improve,the development of network technology,laid the foundation for the company's development of network marketing strategy.Secondly,the analysis of the main competitors of the "ele.me",from the development of competitors and network marketing strategy,to find their own advantages and disadvantages.Again,the article uses STP strategy and market segmentation of "ele.me" by SWOT analysis method,to determine the accurate market positioning,in order to analyze its advantages,disadvantages,opportunities and threats of "ele.me" in the market competition.Finally,using the classical 4P marketing theory to analyze and find the existing problems including low customer satisfaction,distribution system confusion,marketing channels are not perfect,as well as brand building problems,and then puts forward the corresponding improvement measures.It is far-reaching significance for the "ele.me" to carry out the network marketing and make relevant feasible network marketing strategy.