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Abstract O2O(online to offline), which means combining business with Internet and takes advantage of Internet to show the product and services and makes Internet the cashier desk, is one of the most common marketing model in group buying websites. 26457
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Meituan, the first group buying website that gains profit in China, almost the winner of the industry, now succeeds in taking-away industry with the help of its high reputation and popularity. The reasons for its success can not be departed from its efforts both on online and offline, which maybe ignored by others. This study hopes to prove the model of Meituan and offer certain experience to other GB websites and readers interested in it.
This thesis chooses J Normal University (JSNU) as a case study, designing two kinds of questionnaires for both sellers around the school and students in it. Interviews were given and questions were put forth whilst asking the subjects to help finish the questionnaires. At the same time, this paper compared the result to other Group Buying (GB) websites to make the result more effective. Finally, a conclusion is drawn that Meituan takes great advantage from its online and off-line market models.
Key Words: O2O Meituan GB collective consumption
摘要O2O（线上到线下），意着将商业和互联网融合起来，利用互联网，展示产品和服务并收银，是团购网站最常用的一种市场经济模型。
美团，中国第一家盈利的团购网站，几乎可以被称为业界的赢家，如今借助其超高的人气和名声成功打入外卖行业。美团的成功之处恰恰在于其线上线下的努力，可能这正是其他团购网站所忽略的。本论文正是为了印证这种模式，希望本文给团购行业其他商家和感兴趣的读者一些借鉴。
本毕业论文以师范大学为例，为学校周围的商家和学校中的学生各设计了一套问卷，在填写问卷的过程中，对调查对象做出相应的一些采访。同时，将把它与其他团购网站进行对比，以使结果更具有效性。论文的结果显示美团的成功的成功得益于其在线上和线下做出的努力。
关键词：线上线下 美团 团购 集体消费
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
Chapter Two Literature Review 3
2.1 Background Reference 3
2.1.1 What is O2O 3
2.1.2 What is group buying(GB) 3
2.1.3 Meituan, the first gainer 4
2.2 Research at home and aboard 4
Chapter Three Research Method 6
3.1 Research subjects 6
3.2 Design of questionnaires 6
3.2.1 Questionnaire for sellers 7
3.2.2 Questionnaire for buyers 7
3.3 The distribution of questionnaires and interview 8
3.4 Data analysis 9
3.4.1 About sellers 9
3.4.2 About customers 12
3.5 About Meituan Take-away 15
Chapter Four Findings and Discussion 17
Chapter Five Conclusion 20
References 22
Appendix 23
Study on Meituan O2O Marketing Model and It’s Strategies Chapter One Introduction
E-business started in the 1990s, then developed on Internet from 1998. In 24 years, it has developed so fast that forms a industry system fundamentally. Based on E-business, Group Buying(GB) websites start. GB initiated from USA, and then springs up in China. From 2010 to September in 2011, 5000 GB websites sprung up, people even do not know which to choose from. But in 2014, the number of GB websites that people are familiar with is just a little more than 400, Meituan survives the competition and gains profit the whole year first in the industry. Many websites such as Lashou and 24quan fade from people’s eyesight. We can not deny that competition is always fierce in the market, failure is common, but at the time, we need to be good at drawing lessons from others’ success or losses to avoid more detours. The model of E-business is O2O, which is universally applied in GB. O2O, online to offline, consumers buy and pay online from the website and then get the product or services they order in physical stores offline. Here are two factors mattering, how to attract customers and sellers and keep them.