Research On Marketing Strategy Of BSK Company's Mobile Take Away Platform

As the saying goes,"people take food as the day",catering industry as the traditional tertiary industries,although with the technological changes,social environment is constantly changing,the way of life of residents constantly changing,but the catering industry has always played an important role in people's lives.In the face of the new technology impact and the change of people's consumption mode,China's rapid economic growth,catering industry is also in tune with the trend of the times,closely with the Internet technology,the form and connotation of the catering industry has been reconstituted and innovated.Online booking,take-away home as a fire,rapid national cities swept up.After entering the new normal of economic development,China's catering industry has also entered the key period of development and transformation,under the new economic development situation,how to sell the original business model of food and beverage to explore the reform,how to sell food in the increasingly fierce competition environment firepower,is now every engaged in the outsourcing industry enterprises need to consider the problem.From 2011 Group Purchase--This new mode of consumption explosion began,catering sales also attracted a large number of China's entrepreneurial team and capital entry.Internet booking platform,is the Internet technology and the combination of the product,compared to the traditional catering mode,its low-cost,large impact range,with large data analysis,can help businesses quickly grasp consumer demand,and timely adjustment of marketing strategies.BSK Company's mobile delivery platform,officially launched in November 2013,since its inception,with its strong strength of the company based on its market size,market share,the expanding user scale,has now covered more than 1000 cities nationwide,and to provide consumers with a day of meals and supper takeout,Even extend the scope of services to other areas.With the rapid development of the industry and fierce competition,take-away O2 O industry began to penetrate the upper and lower stages of the industrial chain,BSK Company's mobile delivery platform to follow market demand,timely and reasonable implementation of marketing strategy,in the current situation to maintain the advantages of further expand their market influence,in order to ensure an invincible position in the industry.This article will BSK Company's mobile takeout platform as the research object,through the use of marketing,management and strategic management of the basic theory,analysis BSK company Mobile Take-Out platform industry development,trends,marketing environment,marketing status,for the BSK company's mobile takeaway platform to develop a reasonable and appropriate marketing strategy.Firstly,this paper analyzes the overall situation of catering industry and the macroscopic environment and microcosmic environment faced by BSK Company's mobile takeaway platform,then analyzes the marketing strategy status and problems of BSK Company's mobile takeaway platform,and analyzes it by STP.Next,based on the marketing actuality and environment analysis of BSK Company's mobile takeaway platform,this paper makes a reasonable marketing strategy.Using STP theory to help BSK company mobile delivery Platform for reasonable market segmentation,so that it can more accurately locate products;Based on the 4P theory,the paper makes a reasonable marketing mix strategy for BSK Company's mobile takeaway platform from four aspects of product strategy,price strategy,distribution strategy and promotion strategy.