【作者】 程伟；

【导师】 赵岩；

【作者基本信息】 兰州交通大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 俗话说“民以食为天”,餐饮业作为传统的第三产业,尽管随着技术变化,社会环境在不断改变,居民生活方式不断变化,但餐饮业始终在人们生活中扮演着重要角色。面对新兴的技术冲击和人们消费方式变革,我国经济的快速增长,餐饮业也顺应着时代潮流,紧密地与互联网技术结合,对餐饮业的形式和内涵进行了重新再造和革新。网上订餐,外卖到家的如一把大火,迅速全国各个城市风靡起来。进入经济发展的新常态后,我国餐饮业也进入发展转型的关键时期,在新的经济发展态势下,如何对餐饮外卖原有商业模式探索改革,如何在餐饮外卖日趋激烈竞争环境下杀出重围,是如今每个从事外卖行业企业需要考虑的问题。从2011年团购——这种新兴消费方式爆发式增长开始,餐饮外卖也吸引了我国大量的创业团队和资本进入。互联网订餐平台,是互联网技术与外卖相结合的产物,相比于传统餐饮模式,其成本低廉,影响范围大,借助大数据的分析,能够帮助商家迅速掌握消费者需求,进而及时调整营销策略。BSK公司的移动外卖O2O平台,于2013年11月正式上线,自推出以来,以其强大公司实力为依托,其市场规模、市场份额、用户规模不断扩大,如今已覆盖全国1000多个城市,并为消费者提供一日三餐和夜宵的外卖,甚至将服务范围扩展至其他领域。随着行业的飞速发展和激烈竞争,外卖O2O行业开始深入产业链上下端的阶段,BSK公司的移动外卖平台要紧随市场需求,及时、合理的实施营销策略,在保持目前既有优势的情况下进一步扩大自己的市场影响力,才能保证在行业立于不败之地。本文将BSK公司的移动外卖平台作为研究对象,通过运用市场营销、管理学和战略管理的基本理论,分析BSK公司移动外卖平台行业发展状况、趋势、营销环境、营销现状,为BSK公司的移动外卖平台制定合理恰当的营销策略。本文首先是对餐饮外卖行业整体现状及BSK公司移动外卖平台面临的宏观环境、微观环境进行了分析,之后分析了BSK公司移动外卖平台的营销策略现状和问题,并对其进行STP分析。接下来,本文在对BSK公司移动外卖平台的营销现状和环境分析的基础上,为其制定合理的营销策略。使用STP理论帮助BSK公司移动外卖平台进行合理的市场细分,使其能更精准定位产品;依据4P理论从产品策略、价格策略、分销策略、促销策略四个方面为BSK公司移动外卖平台制定合理的营销组合策略。更多还原

【Abstract】 As the saying goes,"people take food as the day",catering industry as the traditional tertiary industries,although with the technological changes,social environment is constantly changing,the way of life of residents constantly changing,but the catering industry has always played an important role in people’s lives.In the face of the new technology impact and the change of people’s consumption mode,China’s rapid economic growth,catering industry is also in tune with the trend of the times,closely with the Internet technology,the form and connotation of the catering industry has been reconstituted and innovated.Online booking,take-away home as a fire,rapid national cities swept up.After entering the new normal of economic development,China’s catering industry has also entered the key period of development and transformation,under the new economic development situation,how to sell the original business model of food and beverage to explore the reform,how to sell food in the increasingly fierce competition environment firepower,is now every engaged in the outsourcing industry enterprises need to consider the problem.From 2011 Group Purchase--This new mode of consumption explosion began,catering sales also attracted a large number of China’s entrepreneurial team and capital entry.Internet booking platform,is the Internet technology and the combination of the product,compared to the traditional catering mode,its low-cost,large impact range,with large data analysis,can help businesses quickly grasp consumer demand,and timely adjustment of marketing strategies.BSK Company’s mobile delivery platform,officially launched in November 2013,since its inception,with its strong strength of the company based on its market size,market share,the expanding user scale,has now covered more than 1000 cities nationwide,and to provide consumers with a day of meals and supper takeout,Even extend the scope of services to other areas.With the rapid development of the industry and fierce competition,take-away O2 O industry began to penetrate the upper and lower stages of the industrial chain,BSK Company’s mobile delivery platform to follow market demand,timely and reasonable implementation of marketing strategy,in the current situation to maintain the advantages of further expand their market influence,in order to ensure an invincible position in the industry.This article will BSK Company’s mobile takeout platform as the research object,through the use of marketing,management and strategic management of the basic theory,analysis BSK company Mobile Take-Out platform industry development,trends,marketing environment,marketing status,for the BSK company’s mobile takeaway platform to develop a reasonable and appropriate marketing strategy.Firstly,this paper analyzes the overall situation of catering industry and the macroscopic environment and microcosmic environment faced by BSK Company’s mobile takeaway platform,then analyzes the marketing strategy status and problems of BSK Company’s mobile takeaway platform,and analyzes it by STP.Next,based on the marketing actuality and environment analysis of BSK Company’s mobile takeaway platform,this paper makes a reasonable marketing strategy.Using STP theory to help BSK company mobile delivery Platform for reasonable market segmentation,so that it can more accurately locate products;Based on the 4P theory,the paper makes a reasonable marketing mix strategy for BSK Company’s mobile takeaway platform from four aspects of product strategy,price strategy,distribution strategy and promotion strategy.更多还原