EVALUATING THE MARKETING STRATEGY OF MEITUAN TAKEAWAY

Abstract

This study analyzes the marketing environment and current status of Meituan Waimai, uses SWOT analysis to assess its competitive position in the food delivery industry, identifies Meituan Waimai's strengths, weaknesses, opportunities, and threats, and develops improved marketing strategies. This study uses the STP theory to segment the food delivery O2O market, position Meituan Waimai, and develop a comprehensive marketing strategy that includes elements such as product, price, channel, and promotion. Based on the analysis of Meituan Waimai's online environment, a personalized online marketing strategy is proposed. This study recommends strict marketing measures such as controlling product quality, strengthening corporate culture, and supporting talents, providing technical support, cultivating marketing awareness, and ensuring capital investment. These research results provide 12valuable insights for Meituan Waimai to strengthen its market leadership, improve its marketing methods, and cooperate with other food delivery platforms.