Academic Journal of Business & Management, 2023, 5(1); doi: 10.25236/AJBM.2023.050124.
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.
[1] Kotler, P., & Gertner, D.. (2002). Country as brand, product, and beyond: a place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
[2] Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
[3] Park, M., Lennon, S.J., (2009) Brand name and promotion in online shopping contexts. Journal of Fashion Marketing & Management，13(2),149-160
[4] Aaker, Jennifer, L., Lee, & Angela, Y.. (2001). I seek pleasures, we avoid pains: the role of self regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(3),33-49.
[5] Borges, A., Babin, B. J., & Spielmann, N.. (2013). Gender orientation and retail atmosphere: effects on value perception. International Journal of Retail & Distribution Management, 41(7), 498 - 511.
[6] Reid, Thompson, Mavondo, & Brunsø. (2015). Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions. Journal of Marketing Management, 31(3-4), 247-268.
[7] Mehta, R. , Sharma, N. K. , & Swami, S. . (2013). The impact of perceived crowding on consumers' store patronage intentions: role of optimal stimulation level and shopping motivation. Journal of Marketing Management, 29(7-8), 812-835.