Analysis of Meituan Takeout Marketing Strategy Based on SWOT-PEST Matrix

Abstract

In the era of "Internet +", the traditional catering industry adapts to the development of The times, actively carries out reforms to meet the market demand, and has launched O2O delivery service, which is a typical example of the integration of online and offline development in the catering industry. Among many food delivery platforms, Meituan takeout accounts for half of the industry. This paper adopts SWOT PEST model and combines political, economic, social and technological conditions to analyze the advantages and disadvantages of Meituan Takeout, study the opportunities and challenges it faces, and put forward optimization strategies for its development, so as to promote Meituan Takeout to win in the fierce competition.