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Great changes have happened in the market and the marketing environment, it’s a prior issue for O2O enterprises to make valid marketing strategies. Considering this, main contents are as follows: By discussing the characteristics and Ele.me’s situation, to conclude its marketing strategies；By analyzing Ele.me’s marketing environment, to conclude its strength, weakness , opportunities and threats；By listing main problems of Ele.me, to give some advice to make Ele.me develop well.
1.3.2 Research Methodology
Guided by marketing strategies theory and marketing mix theory, the essay choose Ele,me as the object of the study and apply 4ps theory to clarify its marketing strategies. Analyzing its strategies in SWOT analysis, provide a reference for the development of the catering O2O industry.
1.3.3 Literature Review
4Ps marketing theory which was confirmed by Philip Kotler will be used as a major method to analyze the company’s production, price, promotion and place in order to find out the problem that Ele.me has.
SWOT analysis (Strength, Weakness, Opportunity, Threat) is used to find the company's short board by listing the internal conditions (advantages and disadvantages) and the external environment (opportunities) of eLEle.me.SWOT analysis makes an comprehensive analysis of the external environment and threats and internal strengths and weaknesses. In addition, it makes a systematic evaluation of the company's alternative options, and ultimately it will develop a correct business strategy.
O2O(Online to Offline) means combining the offline commerce chance with the Internet and the Internet become the platform of dealing.