• Login
  • Register
  • Search

Research on Marketing Strategy of Meituan Take-Out Service

Jingyi Yu, Mei Ge


With the rapid development of mobile Internet in China, it has greatly improved the convenience of people's lives. People's consumption habits have also changed dramatically, from the original offline consumption have been transferred to online consumption, the take-out industry is also booming.With the continuous development of the take-out industry, consumers' requirements for take-out food services have also been increasing. The study analyzes the important factors affecting consumer satisfaction in terms of both tangible food and intangible services, and puts forward targeted optimization strategies for service marketing by combining the actual problems of Meituan take-out platform.


Meituan Take-Out; Marketing Strategy; Consumers

Full Text:


Included Database


Pizam A., Shapoval V., & Ellis T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management.

Liang H, & Hui, D. (2015). The Effect of University Students Perceived Value on Purchasing Behavior on Online Takeaway Platforms. 3d International Conference on Advanced Information & Communication Technology for Education.

Du Y, & He H. (2017). An empirical study on online takeaway platform continuance intention based on expectation confirmation model. 2017 14th International Conference on Service Systems and Service Management (ICSSSM).

Dan JK. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and e-Business Management, 10(2), 219-240.

Mcknight DH, Choudhury V, & Kacmar C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3-4), 297-323.

Liang D, Dai Z, & Wang M. (2020). Assessing customer satisfaction of o2o takeaway based on online reviews by integrating fuzzy comprehensive evaluation with ahp and probabilistic linguistic term sets. Applied Soft Computing, 98(4), 106847.

DOI: http://dx.doi.org/10.18686/fm.v8i2.8643