Research On O2O Marketing Strategy For "ele.me" On-line Food-ordering Platform

Maslow argued that physiological need is the basic need of human beings in the theory of hierarchy of needs. The strong needs of human beings for food guarantee the prosperity of catering industry. With the rapid development of the society, more and more people prefer to enjoy the food without stepping out. The traditional phone food-ordering has a lot of weaknesses, which fail to meet the needs of people. In order to solve the’pain spot’of restaurants and customers, the 020 food-ordering model has been introduced.The term 020 was first coined by Alex Rampell in 2010. With the great success of Groupon,020 has obtained more and more attention.020 (Online To Offline) mode connects the Internet and the offline business. Online platform attracts customers through the internet, but the consumption of service and product would be experienced by customers offline. There is a difference between traditional Internet marketing and O2O marketing. The traditional Internet marketing focuses on product and service. Instead,020 marketing puts emphasis on offline experience and service quality.’Ele.me’online food-ordering platform was founded in 2009, which is the first 020 food-ordering platform in China. After 6 years of development, now’ele.me’ has become the biggest online food-ordering platform in China. This article takes ’ele.me’online food-ordering platform as the study subject, using theories such as strategy management, marketing management, etc. to analyze the current 020 marketing status of’ele.me’in order to develop a feasible 020 marketing strategy for ’ele.me’. Firstly, this article analyses the macro-environment and micro-environment of online food-ordering platforms, and then conducts a SWOT analysis on’ele.me’. From macro-environment view point, more and more Chinese consumers have accepted the idea of online food ordering, and the expanding coverage of China’s Internet and the ever-increasing number of cyber citizens, provide potential customers for’ele.me’. From micro-environment view point,’ele.me’is a market leader in the industry and it is possible for’ele.me’to expand the new market. From the SWOT analysis results,’ele.me’has a brand edge, which guarantees its brand strategy success. Secondly, this article segments the target markets based on the factors of geography, consumer and merchant, and then selects and positions the target markets. In order to meet the needs of high-end, middle and low-end customers, this article design Organic Food Store, Brand Store and Campus Store respectively. Thirdly, this article uses the 7Ps theory to design 020 marketing strategy, In addition, this article designs marketing support measures for’ele.me’in terms of corporate culture, human resource and capital. This article will be helpful for’ele.me’to take a lead in the industry, improve market share, increase profitability and strengthen consumers’ brand loyalty.