Research On The Optimization Of The Marketing Strategy Of The Take-out Platform Of Thailand GRAB Company

With the high maturity of Internet,big data,cloud computing and other technologies,the takeout industry has been bred in modern society.Since its development,the takeout platform has almost become an indispensable necessity in people’s daily life.With the diversification of people’s daily life needs,the functions and services of the takeout platform have become increasingly rich,and the products and services have gradually covered people’s food,housing,transportation,entertainment and other aspects,providing great convenience for people’s daily life.Grab Food takeout platform is a well-known Thai takeout platform.After entering Thailand in 2018,it has become one of the most successful takeout platforms in the Thai takeout industry after a few years of development,accounting for 35% of the Thai takeout market share.By formulating scientific marketing strategies,Grab Food takeout platform has huge space for future development.However,in the process of rapid expansion and development of the platform,many problems remain,such as unclear market positioning,uneven quality of cooperative restaurants,and few offline marketing activities,which restrict the further development of Grab Food takeaway platform.The future development of Grab Food take-out platform in the Thai market needs to develop scientific and systematic marketing measures to provide guarantee and support for the further development of Grab Food take-out platform in the Thai market.In this regard,this paper takes Grab Food takeout platform as the research object,uses the relevant marketing theories,first of all,combined with the development status of Grab Food takeout platform,analyzes the macro-environment and micro-environment of Grab Food takeout platform marketing,and uses SWOT analysis method to analyze the advantages,disadvantages,opportunities and challenges of Grab Food takeout platform in depth;Based on the analysis of the marketing status of Grab Food takeaway platform,this paper finds that there are some major problems in Grab Food takeaway platform marketing,such as unclear market positioning,lack of scientific evaluation of the quality of cooperative restaurants,and lack of offline marketing activities.Finally,this paper designs STP and 4P combination optimization strategies for Grab Food takeaway platform based on the current marketing situation and problems of Grab Food takeaway platform,and proposes the implementation guarantee of optimization strategies from five aspects:product quality assurance,corporate culture construction,organizational talent guarantee,technical system support guarantee,and sufficient fund supply guarantee,hoping to provide a feasible reference for Grab Food takeaway platform marketing.