【作者】 王晓辉；

【导师】 董世斌； 师东； 董舫；

【作者基本信息】 河南大学 ， 新闻与传播硕士（专业学位）， 2016， 硕士

【副题名】以河南大学美团外卖为例

【摘要】 随着当今新媒体经济的迅猛发展,互联网技术衍生出的产品越来越受到人们的青睐。由此可知,21世纪最有价值的信息就是互联网信息。网络已经为我们带来了很多的便利,而我们的工作与生活也越来越依赖于网络科技。这就加速了互联网在现实生活中的运用与普及,并随之成为人们生活中不可或缺的一部分。伴随着网络购买平台的发展,人们在网上购物的欲望越来越大。除了对网络购物的价格便宜、购买便捷、节省时间等因素的研究外,人们对在线购物网站整体性的评价也越来越受到相关研究者的重视。随着电子商务的本地化趋势逐渐崭露头角并成为电子商务领域的一股强大的力量,互联网将传统的购买方式移动到了线上。实体店铺的购买与线上虚拟店铺的购买曾一度各占半壁江山,直到本地化电子商务的出现。本地化电子商务的主要形态即O2O,涉及到各个消费领域,且发展迅速,在消费领域的各个角落快速成长起来。O2O模式有效地将线上与线下的商务行为联合起来,成为互联网背景下商业模式的新业态。目前我国餐饮业的发展总体上步履维艰,主要原因是其在经营中的成本增大。租房金额升高、劳动力价格升高、能源价格居高不下、所获的收益越来越少,这些负担都使餐饮企业在运转过程中伤痕累累。目前餐饮行业则利用O2O模式来增加销售量。该做法的优势在于能够促进餐饮行业的创新发展,降低成本及塑造品牌形象。然而,大多数餐饮企业目前并没有完善、高效的管理机制和服务系统。在这种现实背景下,O2O这种崭新的商业模式便逐渐进入大众的视野,并将现实的世界和虚拟的世界有机地联系在一起,从而实现了线上和线下资源地有效共享与互动。可以预见,餐饮业将在O2O模式下即以线上带动线下的模式,取得更多的利润及新的发展机会,从而开启餐饮行业营销的新纪元。传统的餐饮消费模式是基于互联网平台,先进行点评、预订,然后进行团购。在今天,这种消费模式已经逐渐转变为O2O模式,即消费者以网络为平台,足不出户就可以享受到美食。在O2O这种商业模式下,其中一个不可忽视的受众群体便是在校大学生。因此,在许多外卖餐饮企业将目光投向大学生这一群体时,高校周边外卖市场也就成为了餐饮企业抢占的必争之地。基于国内外的研究综述,本文首先对O2O模式及外卖营销概念进行了解读;分析了O2O网络外卖营销的现状;着重探讨、分析了O2O模式下美团网外卖在河南大学的营销效果;最终给出了O2O模式下,美团外卖在河南大学的营销策略并预测了O2O的未来发展前景及趋势。更多还原

【Abstract】 With the rapid development of current new media economy, the products derived by Internet technology have become more and more popular among people. Therefore, the most valuable thing in the 21 st century is the Internet information, which has brought a lot of convenience for us. In addition, our work and life has become increasingly dependent on network technology, which has contributed to the popularity of the Internet in real life and then become an indispensable part of people’s life. Along with the rapid spread of the network purchasing, the people’s desire of shopping online has become much more bigger. Apart from such requirements as cheap shopping price of network, convenient purchasing and time saving, people’s integrity evaluation for online shopping has been paid more attention by scholars.As localization trend of e-commerce picks up and becomes a powerful force in the field of electronic commerce, the Internet transforms the traditional purchasing way to the online. In fact, the purchasing of entity shop and the purchasing of online virtual shop once separately occupy half of the country until the emergence of electronic commerce. The main form of Localization e-commerce is O2 O, which involves various consumption fields with rapid development and has grown in every corner of the consumption field. As a result, O2 O mode will effectively combine online with offline business behaviors so as to become the new forms of business model under the background of Internet.Currently, the main reason for the struggling development of our catering industry on the whole lies in the cost increase of operation, which is too hard for the enterprise to carry the heavy burden. In addition, such burdens as high rent amount, rising labor costs, high energy prices and less yields make the catering enterprises scarred in the process of running. At present, food industry uses O2 O to expand sales in order to produce many advantages, such as promoting the innovative development of the catering industry, reducing the cost, creating brand and others. Besides, most catering enterprises are not perfect and efficient in management mechanism and service system.however, in such cases, O2 O as a new business model steps into the public’s vision and links the real world with virtual world organically together in order to promote the interaction between the online and offline. Therefore, restaurant industry will get new development and profit under the O2 O mode for the purpose of opening a new era for food industry marketing.Consumption pattern of traditional food is based on Internet platform through the process of reviewing, booking and buying in group, which has been transformed into O2 O pattern nowadays. Namely, the consumer takes the network as the platform so as to enjoy food without leaving home. Under the business model of O2 O, college students are one of the audience which cannot be ignored. Therefore, when many catering companies put their energy into the college students, the take-away market around the colleges becomes a contested spot of catering enterprises. Based on the research reviews at home and abroad, this paper at first explores the concept of O2 O mode and take-away marketing. Then this paper analyzes the current situation of O2 O network take-away marketing, emphatically probing into the marketing effects of Meituan takeout in Henan university under the mode of O2 O. At last, it offers the marketing strategy of Meituan takeout in Henan university under the mode of O2 O and predicts the trend and future prospect of O2 O.更多还原