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Chinese people often say that "The catering industry is the first industry." and "Food is the first necessity of the people.". However now those restaurant companies have transformed the competition platform from the kitchen and the store to the keyboard, the telephone lines and the wheels. Young white-collar workers in the office and college students in dormitory , only need to tap at the keyboard, and shortly after there will be a food delivered to them.
As we all know, “Eleme” rising in the university campus, has long been concentrated on the development of university takeaway market. Compared to the intensely competitive market of the white-collar users, student market faces less pressure of competition. From the competitors’ point of view, takeaway websites’ competitors are college canteens with lower prices, but a single taste, limited business hours, incapability of providing takeout and so on. All these weaknesses provide takeout industry with infinite possibilities .
Nowadays, college students grow up in the era of "Internet and fast food". They enjoy fast food culture and are good at network communication. Takeaway websites appeal young people to this way of life and they are consequently accepted by young people widely. (Chen, 78)
Eleme has attached great importance to the campus market. Although a great deal of marketing resource has been put into campus market, campus marketing results based on summarizing the previous practices and careful analysis, are still aimed to develop a marketing strategy for the campus market and improve campus marketing position. This thesis focuses on campus marketing strategy, putting forward the optimization of campus marketing strategy with marketing theory.