外卖订餐平台的营销推广—以饿了么为例(含调查问卷)(开题报告,论文13000字)
摘 要
随着网络时代的来临，特别是移动互联网技术的突飞猛进。近几年又兴起“互联网+”的话题，各行各业都开始涉足“互联网+”，毫无例外，餐饮业也开始结合互联网同步发展，特别是餐饮外卖模式的应用，出现了很多外卖订餐平台。人们足不出户，即可享受美味佳肴，给人们的生活工作带来极大的便利。众多外卖订餐平台想方设法的开展多种模式和渠道的营销推广，它们激烈的竞争背后，似乎遇到了发展的瓶颈，急需优化目前的推广手段。
本文选择从消费者的角度，以饿了么外卖订餐平台为主要研究对象，首先在文献综述的基础上概述了目前的外卖平台发展和推广情况，对主要影响因素和常用策略进行了分析；其次对饿了么的经营状况以及当下的推广难点加以阐述，接着以问卷调查的形式对使用外卖订餐平台的南京工业大学学生进行调查，根据收集的数据分析当下消费者的想法，最后，综合以上研究分析饿了么的现有营销推广方案，并提出改进意见。
本论文从理论、现状和如何提高三方面对饿了么的营销推广展开研究，希望为所有外卖订餐平台的营销推广提供一个实际性的样例，推动整个行业的发展。
关键词：外卖订餐平台 营销推广 饿了么
The Research of Takeout ordering platformmarketing promotion
—taking ele.me as example
Abstract
With the advent of the Internet era, especially the mobile Internet technology by leaps and bounds. In recent years, the rise of "Internet plus" topic, all walks of life are beginning to get involved in the "Internet plus", without exception, the catering industry began with the synchronous development of Internet, especially the application of food takeaway mode, there are many takeaway ordering platform. People can enjoy delicious food when they leave home, and bring great convenience to people's life and work. Many takeaway ordering platform to carry out various modes and channels of marketing, their fierce competition behind, seems to have encountered a bottleneck in the development of the urgent need to optimize the current means of promotion.
The hungry takeaway ordering platform as the main research object, firstly, on the basis of the literature review provides an overview of the development and promotion of the delivery platform, the main influencing factors and common strategies are analyzed; secondly, to elaborate on the hungry business situation and the difficulties of popularizing the present, then through questionnaire survey questionnaire on the use of takeaway ordering platform of Nanjing University of Technology students, according to the collected data, analysis of the current consumer idea, finally, based on above analysis the existing hungry marketing promotion plan it, and put forward some suggestions for improvement.
This paper from the theory, current situation and how to improve the three aspects of the research on marketing expansion hungry Mody, hope to provide a practical example for all the takeaway ordering platform for marketing promotion, promote the development of the whole industry.
Key words：Takeout ordering platform；Marketing promotion；ele.me
目 录
摘 要 I
ABSTRACT II
第一章 导论 1
1.1 论文研究背景和意义 1
1.2 研究方法和结构 1
1.2.1 研究方法 1
1.2.2研究结构 1
第二章 文献综述 3
2.1 国内外研究现状 3
2.2 外卖订餐平台的研究 4
2.2.1 外卖的定义 4
2.2.2当下外卖的兴起 4
2.2.3 外卖市场的前景 4
2.2.4外卖订餐平台的发展阻碍 5
2.3外卖订餐平台的营销推广概述 6
2.3.1 外卖订餐平台推广的影响要素 6
2.3.2外卖订餐平台营销推广策略 7
第三章 饿了么发展现状分析 9
3.1饿了么经营发展概况 9
3.1.1饿了么简介 9
3.1.2主要功能 9
3.1.3发展历程 9
3.2饿了么发展难点分析 10
3.2.1市场份额 10
3.2.2行业表现 10
第四章 饿了么营销推广措施 12
4.1外卖订餐平台调查问卷的设计分析 12
4.1.1问卷设计 12
4.1.2问卷分析 12
4.2推广措施 16
第五章 总结 19
5.1小结 19
5.2 不足 19
参考文献 20
附录 22
致谢 23
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