O2O Marketing Strategy Research Of Wuhe University City Fast Food Enterprises

The internet economy is blooming today,O2O,namely a combination of online and offline marketing model is widely used in the catering business.Wuhe university city is a gathering of four colleges, the college students are its main consumer groups.Many fast-food companies have chosen to join the"US Mission Takeout", "Are You Hungry"and other network marketing platform,to broaden their marketing channels and increase sales volume.In such marketing environment,the competition between fast food enterprises is becoming more and more fierce,companies not dare to adopt new models,not only cann’t get a place in the competition even facing closure.And some courage to adapt to the trend of fast food companies, because of inappropriate choice of marketing strategy,can’t achieve the expected benefits.College students as a network consumer force,willing to pursue new things.For such a special consumer group,small scale and low quality of the employees fast food companies how to connect the traditional and the network marketing,to achieve online and offline win-win,we need to develop targeted,professional,practical and feasible marketing strategy.Firstly, through of Wuhe university city fast food enterprises in the external environment and internal environment analysis, clear the threaten of the external environment and the internal weakness,sum up the opportunities in the external environment and the internal strengths. Combination of SWOT analysis, the formation of Wuhe university city fast food business strategy matching. Make a questionnaire focusing on the micro-environment of college students consumer to investigate and study, through the data comparison, get their fast food consumption habits and 020 platform use habits. Finally, based on the 4C theory of network marketing,make the consumer-centric 4P marketing strategy, and put forward some suggestions in the implementation process.By studying Wuhe university city marketing situation, making the 020 marketing strategy to adapt to consumer groups of students, can help other food enterprises around the universities to grasp the special consumer groups, enable enterprises to achieve better economic rise in wave of the internet marketing, establish their own competitive position, to obtain a more long-term development.