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Abstract Eleme online reservation platform founded by the schoolfellows of Shanghai Jiaotong University, whose main business is to provide digital solutions for restaurants, has committed in promoting a combination of online and offline business platform. After years of development, Eleme has become the largest online reservation platform in China, with daily orders far ahead in this industry.29085
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This thesis, by the case of Eleme, makes an analysis of marketing methods of takeaway websites on campus with the tool of SWOT analysis. Through the analysis of the situation in terms of four factors which are S(strength), W(weakness), O(opportunity), and T(threat), and the match of the internal strength and weakness with the external opportunity and threat, the present thesis explores the potential marketing strategies which can be adopted by Eleme. The writer believes that based on its own conditions, it should employ some effective ways of campus marketing strategies targeted at the students consumer, such as network marketing, integrated marketing, viral marketing and word-of-mouth marketing. Providing college students with more value-added and expanding the scope of students’ loyalty will help it be in an invincible position in campus market. Meanwhile, it also expects to give some references to other takeaway websites or any other businesses looking forward to expanding their campus market share.
Key words: Campus marketing Eleme Marketing strategy
摘要饿了么网上订餐平台由上海交大校友创办，公司主营业务是提供数字化餐饮解决方案，致力于在全国推进线上线下结合的本地商务平台。经过数年发展，饿了么已成为中国最大的在线订餐平台，日订单量在行业内遥遥领先。
本文以饿了么为例，用SWOT分析法通过对饿了么外卖网站的优势、劣势、机会、威胁的解读，以及其内部的优势、劣势和外部的机会及威胁的匹配，对饿了么外卖网站可以采取的校园营销策略进行了深入的探讨，认为其应立足实际，针对校园消费群体的特点，有针对性的采取一些适应大学校园营销的有效方法，如网络营销，整合营销，病毒性营销以及口碑营销，并通过向消费对象提供更具附加值的产品，赢得其对自己品牌更高的忠诚度，从而确保自己在校园市场当中立于不败之地。与此同时，本文作者也希望通过这项研究能对其他外卖网站等希望拓展校园市场的商家提供一定的借鉴作用。
毕业论文关键词：校园营销 饿了么 营销策略
Contents
Abstract i
摘要 ii
Contents iii
Chapter One Introduction 1
1.1 Background 1
1.2 Purposes and significance 2
1.3 Structure 2
Chapter Two Literature review 4
2.1 Definition of campus marketing 4
2.2 Characteristics of campus marketing 4
Chapter Three SWOT analysis 8
3.1 Definition of SWOT Analysis 8
3.2 The Matrix of SWOT Analysis 8
3.3 SWOT analysis of Eleme 9
3.4 Matrix of the SWOT analysis of Eleme 11
Chapter Four Marketing strategies on campus 13
4.1 Network marketing 13
4.2 Integrated marketing 13
4.3 Viral marketing 14
4.4 Word-of-mouth marketing 15
Chapter Five Conclusion 17
Reference 18
Marketing Strategies of Takeaway Websites on University Campus by the Case of Eleme
Chapter One Introduction
1.1 Background