Ele.me Company's Competitive Strategy Research

O2O is produced in recent years,along with the development of the Internet and new consumption patterns,and under the "Internet plus" tide,gradually develop and expand.Catering takeout is O2 O key battleground,internet companies have joined in,through intense competition,the food delivery O2 O market pattern is gradually becoming clear,Meituan food delivery,Ele.me,Baidu take-out three comprehensive delivery platforms account for over 90% of the market.In 2015,it was a year of fast development of food delivery O2 O in China,after the war of subsidies,take-out users and consumption orders rose sharply,and the industry entered a period of barbaric development.By the first half of 2016,after the end of the platform subsidy war,the extensive competition between the platforms has made the transition to the user experience.Consumers have made higher demands on services and brands,and the service experience is the main competition point of future catering delivery platforms.Now,Ele.me in the face of strong opponents,how to use its advantages to improve the user's service experience,stand out in the three sides stalemate,eventually become a take-away O2 O business taobao's strategic objectives,problem to be solved is Ele.me.In this paper,the macro environment and competitive environment of the Ele.me platform are analyzed through PEST analysis and porter's five forces model.Focuses on a typical enterprise in the industry of foreign sell O2O(Ele.me,Baidu take-away,Meituan take-out)were analyzed,based on the competition situation matrix(CPM)on the quantitative analysis,clear tripartite disadvantages.Secondly,it analyzes the internal environment of Ele.me,including the profit model,main business and core competitiveness.Finally,SWOT analysis was used to find out the advantages,disadvantages,opportunities and challenges of the Ele.me,and combined the customer value factors of the take-out O2 O platform that was investigated,and summarized the POWER SWOT comprehensive analysis of Ele.me.And according to the development goals of Ele.me,get Ele.me Should choose difference competition strategy to improve its own development,and implementation of the strategy planning,and puts forward the corresponding strategies to the implementation of the strategy of security.