Analysis of the Marketing Strategy of Meituan Enterprises

Research Article
Open access

Analysis of the Marketing Strategy of Meituan Enterprises

Yiqi Yang 1*
  • 1 Shenzhen International Foundation College    
  • *corresponding author s.caitlyn.yang@sifc.net.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/25/20230518
AEMPS Vol.25
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-93-5
ISBN (Online): 978-1-915371-94-2

Abstract

With the rapid development of the Internet and society, people have entered a fast-paced life era. In order to meet the basic needs of life, food delivery has become a new industry. Meituan, as a delivery platform company, how to adjust its marketing strategy to meet the needs of consumers is worthy of academic research. By analyzing the marketing strategy and existing problems of Meituan Company, this paper provides optimization suggestions for Meituan Company. The research method of this paper is literature analysis. The conclusion is that the current problems of Meituan Company are insufficient publicity, insufficient incentive, low threshold of access to the software platform, and insufficient supervision of the merchants on the platform. This study suggests that Meituan should raise the threshold for merchants to enter and strengthen supervision to encourage merchants to provide higher quality meals. Meituan can also increase customer engagement by increasing offers and advertising on social media platforms.

Keywords:

Meituan, take-out market, catering industry, marketing strategy, core competitiveness.

Yang,Y. (2023). Analysis of the Marketing Strategy of Meituan Enterprises. Advances in Economics, Management and Political Sciences,25,316-321.
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References

[1]. Wu, Y.: Research on service marketing strategy of Meituan takeout company. Guangzhou University (2022).

[2]. Wang, Q.: Research on marketing strategy of Meituan takeout. Shandong University (2017).

[3]. Liu, J.: Exploring Meituan brand strategy. Brand Research, 104(2), 93-96 (2021).

[4]. Qiu, J., Wang, G.: Study on Meituan takeout marketing model. Economic Management Journal 11(1), (2022).

[5]. Chen, J.: Research on marketing strategy of community group-buying -- A case study of Meituan optimization. Jiangxi Normal University (2022).

[6]. Ji, F., Zhang, Y.: Meituan take-out marketing strategy analysis. Journal of Marketing Research (6), 43-44 (2018).

[7]. Qiu, B.: Reduce commission and integrate ecology, Ele.me takes the lead in growth rate. Business Observation (24), 46(2020).

[8]. Sun, R.: Research on scene marketing strategy of Meituan Dianping. Southwest Jiaotong University (2020).

[9]. Qiao, l.: Meituan shrinkage. Securities Market Weekly (14), 64-65 (2022).

[10]. Chen, R., Wu, S.: Analysis of group buying website marketing strategy based on Meituan.com case. Northern Economic and Trade (9), 30-31(2013).

Cite this article

Yang,Y. (2023). Analysis of the Marketing Strategy of Meituan Enterprises. Advances in Economics, Management and Political Sciences,25,316-321.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-93-5(Print) / 978-1-915371-94-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.25
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Wu, Y.: Research on service marketing strategy of Meituan takeout company. Guangzhou University (2022).

[2]. Wang, Q.: Research on marketing strategy of Meituan takeout. Shandong University (2017).

[3]. Liu, J.: Exploring Meituan brand strategy. Brand Research, 104(2), 93-96 (2021).

[4]. Qiu, J., Wang, G.: Study on Meituan takeout marketing model. Economic Management Journal 11(1), (2022).

[5]. Chen, J.: Research on marketing strategy of community group-buying -- A case study of Meituan optimization. Jiangxi Normal University (2022).

[6]. Ji, F., Zhang, Y.: Meituan take-out marketing strategy analysis. Journal of Marketing Research (6), 43-44 (2018).

[7]. Qiu, B.: Reduce commission and integrate ecology, Ele.me takes the lead in growth rate. Business Observation (24), 46(2020).

[8]. Sun, R.: Research on scene marketing strategy of Meituan Dianping. Southwest Jiaotong University (2020).

[9]. Qiao, l.: Meituan shrinkage. Securities Market Weekly (14), 64-65 (2022).

[10]. Chen, R., Wu, S.: Analysis of group buying website marketing strategy based on Meituan.com case. Northern Economic and Trade (9), 30-31(2013).

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