摘要网络订餐系统的出现迎合了人们快节奏的生活,,也在一定程度上改变了人们的餐饮习惯。订餐网站虽然在中国经历了十几年的发展,但是由于其盈利模式单一、网站经营模式创新性不足,遭遇了发展的瓶颈。21世纪，随着信息科技的进步和时代的发互联网越来越多与我们的日常生活息息相关。从公司及行业角度来看，电子商务的普及和重视程度越来越高，网络营销作为一种新兴的营销方式逐渐被各行业各公司所认可并采纳。27083
“饿了么”作为一款外卖软件，在其O2O的运营模式下，如何与网络营销策略相结合，增加其用户粘度是本文研究的重点。
本文通过对“饿了么”公司进行分析，利用营销理论4p理论结合“饿了么”公司内外部环境情况，优化其网络营销策略，已达到提高用户粘度，降低营销投入，提高业绩，提升公司品牌形象与竞争力。
关键词：网络营销；O2O；4p理论；餐饮外卖
毕业论文外文摘要
Title The network marketing strategy of“eleme”
Abstract
The emergence of the network reservation system to cater to the fast pace of life, and also to a certain extent, changed people's food habits. Although reservation website in China has experienced more than ten years of development, but because of the profit model of the single, website, business model innovation is insufficient, encountered the bottleneck of development. In the 21st century, with the progress of information technology and the era of hair the Internet more and more is closely related to our daily life. From the Angle of company and industry, the popularity of electronic commerce and the importance is more and more high, the network marketing as a new way of marketing by various industries companies gradually accepted and adopted.
"eleme?" as a takeaway software, operating mode in the O2O combined with network marketing strategy, how to increase its user viscosity is a focus in the study of this article.
In this article, analysis of "eleme" company, using marketing theory 4p theory combined with the "eleme" company internal and external environment condition, optimize the network marketing strategy, has reached to improve the user viscosity, lower marketing investment, improve performance, increase the company brand image and competitiveness.
Keywords: The network marketing; O2O; 4p theory; Catering takeout
目 次
1 引言2
1.1研究背景及意义2
1.2文献综述3
1.3 研究内容与研究方法4
2 相关概念与理论5
2.1 4p营销5
2.2 网络营销5 2.3 O2O模式6
3 “饿了么”网络营销策略的现状分析8
3.1 “饿了么”基本状况8
3.2 行业背景分析8
3.3 “饿了么”网络营销模式10
4 “饿了么”网络营销优化方案11
4.1 “饿了么”营销优势劣势分析12
4.2 “饿了么”网络营销策略优化 14
结论18
致谢19 “饿了么”网络营销策略分析+4P理论:http://www.youerw.com/guanli/lunwen_21469.html