毕业设计（论文）题目：“饿了么”市场营销策略研究专业班级姓名指导教师年月日PAGE\*MERGEFORMATII【摘要】随着科技的发展，互联网的普及，人们的消费观念也随着互联网的发展而变化着。俗话说“民以食为天”，消费者越来越追求足不出户就能吃到美食。互联网为线下提供了交易平台，互联网与实体店销售商务的相互结合让外卖O2O应时而生。其中我国的“饿了么”是第一家外卖O2O平台。阿里巴巴在2018年4月2日收购了“饿了么”，虽然有阿里巴巴强大的支柱，市场规模、市场份额、用户规模也不断扩大，但是网络餐饮外卖平台竞争激烈，美团外卖与“饿了么”难分高下。“饿了么”要紧跟市场需求变化，及时调整、实施恰当的市场营销战略，竞争行业领先地位。本文在“饿了么”营销现状和环境分析基础上，运用4P理论从产品、价格、渠道、促销四个方面为“饿了么”制定营销组合策略。本文的研究对于“饿了么”如何取得网络外卖行业领先地位，获得更多的市场份额、增加盈利能力具有指导意义，为国内其它网络外卖平台的发展提供参考和借鉴。【关键字】O2O模式；饿了么；网络外卖平台；营销策略【Abstract】Withthedevelopmentofscienceandtechnology,andthepopularizationofInternet,people'sconsumptionconcepthaschangedwiththedevelopmentoftheInternet.Asthesayinggoes,"peopleeatfortheday",consumersaremoreandmoreeagertoeatfoodwithoutleavingthehouse.O2Owasborn,andO2OreferstothecombinationofofflinebusinessopportunitiesandInternet,makingtheInternetaplatformforofflinetransactions."Hungry"onlinedeliveryplatformisthefirstChinesetake-outO2Oplatform.OnApril2,2018,boughtbyalibaba"hungry",althoughhavealibabastrongsupport,marketscale,marketshare,theuserscaleisexpanding,butthenetworkcateringdeliveryplatformcompetitionisintense,anddeliveryandneckwith"hungry"."Hungry"shouldkeepabreastofchangesinmarketdemand,timelyadjustandimplementappropriatemarketingstrategiesandleadthecompetitionindustry.Onthebasisof"hungry"marketingandenvironmentalanalysis,thispaperUSES4Ptheorytoformulatemarketingmixstrategyfromfouraspects:product,price,channelandpromotion.Inthispaper,theresearchforthe"hungry?"howtoachievenetworktake-outindustryleadingposition,togainmoremarketshareandincreaseprofitabilityhasaguidingsignificancetoprovideareferenceforthedevelopmentofthedomesticothertake-outnetworkplatformandusingforreference.【Keywords:】O2Omode；hungry；onlinedeliveryplatform；marketingstrategy目录HYPERLINK\l_Toc6212_WPSOffice_Level1第一章概论1HYPERLINK\l_Toc19966_WPSOffice_Level21.1营销组合理论1HYPERLINK\l_Toc12896_WPSOffice_Level21.2SWOT分析法1HYPERLINK\l_Toc6132_WPSOffice_Level21.3O2O理论1HYPERLIN