2.2.1Product Strategies 7

2.2.2Price Strategies 7

2.2.3Place Strategies 8

2.2.4Promotion Strategies 8

2.3Analysis on Marketing Problems 8

2.3.1Depending on Price Promotion Excessively 8

2.3.2Customers’ Experience Can’t Been Guaranteed 9

2.3.3Users’ loyalty Remains to Improve. 9

Chapter Three SWOT Analysis 10

3.1 Strength 10

3.1.1 Focusing on Catering O2O Industry. 10

3.1.2 Users in Campus. 10

3.2Weakness 10

3.2.1Logistics 10

3.2.2Food Quality and Security 10

3.3Opportunities 10

3.3.1The Expanding Catering O2O Market 10

3.3.2 Supported by New Policies 11

3.3.3 Financing from the Internet Giants 11

3.4 Threats 11

Chapter Four Advice to Ele.me 12

4.1 Improving Service Quality 12

4.2 Improving Corporate Responsibilities 12

4.3 Improving Promotions 12

Chapter Five Conclusion 13

References 14

Chapter one Introduction

1.1 Research Background

With the rapid development of Chinese economy and great improvement of live level of Chinese , the native catering industry is experiencing unprecedented competition Due to the pressure of cost, traditional catering enterprises are in a hard time. Great changes have happened in the market and the marketing environment, More and more enterprises seek new sales model. As the representative of advancing productive power in 21st century, the Internet affects the catering industry obviously after 2012. The catering O2O (online to offline) model become fashionable.

According to Iresearch’s report，take-away online users’ number is up to 97.51 billion by the end of 2015.And the turnover of the market is close to 200billon RMB, many institutions forecast that its turnover will go beyond 40 billion RMB. Suppliers in catering industry accepted O2O pattern well. The customers are developing a habit of ordering take-away food gradually. Lots of third-party take-away O2O companies have received several rounds of financing from capital market. The industry has a broad market. 

1.2 Research meaning and purpose

In 2015, a large number of capital entered the online take-away market. Online take-away platform has been an important connector to O2O. However, it developed so fast that academic research is not enough. The paper chooses Ele.me as the object of study for 2 reasons .On the one hand, the catering O2O will develop rapidly in the next years and become one part of people’s life. On the other hand,  Ele.me is a company closed to our life; Undergraduate is an important consumer group of ele.me . For consumers, to learn the catering O2O well, it will help consumers make better choices when they order. For other companies, it will provide a good reference for their marketing strategies.

1.3Research Contents and Methodology

1.3.1Main Research Contents