Analysis of the Marketing Strategy of Meituan Enterprises

Abstract

With the rapid development of the Internet and society, people have entered a fast-paced life era. In order to meet the basic needs of life, food delivery has become a new industry. Meituan, as a delivery platform company, how to adjust its marketing strategy to meet the needs of consumers is worthy of academic research. By analyzing the marketing strategy and existing problems of Meituan Company, this paper provides optimization suggestions for Meituan Company. The research method of this paper is literature analysis. The conclusion is that the current problems of Meituan Company are insufficient publicity, insufficient incentive, low threshold of access to the software platform, and insufficient supervision of the merchants on the platform. This study suggests that Meituan should raise the threshold for merchants to enter and strengthen supervision to encourage merchants to provide higher quality meals. Meituan can also increase customer engagement by increasing offers and advertising on social media platforms.