Jingyi Yu, Mei Ge
Faculty of Business, City University of Macau, Macau, 999078, China
With the rapid development of Chinese take-out restaurant industry, consumers can order food through their cell phones to enjoy food without leaving home, and this convenience has made take-out ordering a favored consumption method for students and white-collar workers. When consumers choose a take-out platform to place orders, promotional offers are an important influencing factor. The study summarizes and classifies the 14 promotional strategies being used by Meituan, a leading company, and provide an in-depth analysis of the effectiveness of the use of promotional strategies based on consumer behavior theory, concluding with suggestions for optimizing of the promotional strategies.
Meituan take-out; marketing strategy; consumers
Jingyi Yu, Mei Ge. Study on the Optimization of Meituan Take-out Promotion Strategy. Academic Journal of Business & Management (2023) Vol. 5, Issue 1: 160-164. https://doi.org/10.25236/AJBM.2023.050124.
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