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Abstract With the development of internet and the accelerated pace of life, more people choose to order on O2O website. This forces O2O food websites to try every means to satisfy customers. However, there are still many websites left this stage with pity. But there is a special website wins many people’s preference——Line 0 in Nanjing, due to its special market positioning.28804
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This study analyzes the marketing positioning strategy of Nanjing Line 0 Co.LTD., including product differentiation strategy, service differentiation strategy, personnel differentiation strategy and image differentiation strategy. Meantime we will find out the advantages and disadvantages of existing marketing positioning strategy by investigating Line 0’s product, service, employees and image. Finally this study combines the actual situation of Line 0 to make the following suggestions to improve sales: (1)improve overall quality(2)introduce those restaurant that never cooperate with O2O website(3)give class for merchants(4)advertise in more ways.
Key words: O2O food website Nanjing Line 0 Co.LTD. Marketing Positioning Strategy
摘要随着互联网的发展和人们生活节奏的加快，越来越多的人选择在餐饮O2O网站点餐，这使得很多O2O网站公司竭尽全力想要满足客户的需求来获利，然而，还是有许多公司遗憾地离开了这个战场。但是却有一个网站应得了人们的偏爱，这就是南京零号线网站——一家定位为中高端餐饮外卖的企业。
在这篇论文中，我们主要利用市场定位战略的理论来分析南京零号线公司的市场内外环境，主要包括产品差异化战略，服务差异化战略，人员差异化战略以及形象差异化战略。同时我们还将通过分析零号线公司的产品，服务，员工以及企业形象来研究既定的市场定位战略的优势和劣势。最后，为了提高销量，我们结合零号线公司的现状做出了以下的改进提议：(1)全面提高产品质量(2)引入那些没有和其他O2O网站合作的餐饮店(3)对商家进行培训和建议(4)加大公司的广告宣传力度。
关键词:餐饮O2O网站 南京零号线公司 市场定位战略
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Background 1
1.2 Significance and purpose 2
1.3 Methodology 3
Chapter Two Literature Review 4
2.1 The definition of Market Positioning 4
2.2 The definition of O2O 4
2.3 Research on O2O websites’ marketing strategy 5
Chapter Three Line 0’s Analysis of Market Positioning Strategy 7
3.1 Company introduction 7
3.2 Product differentiation strategy 7
3.3 Service differentiation strategy 9
3.4 Personnel differentiation strategy 11
3.5 Image differentiation strategy 12
Chapter Four Nanjing Line 0’s improvement of market positioning strategy 14
4.1 Improvement of product 14
4.2 Improvement of service 15
4.3 Improvement of employee 15
4.4 Improvement of image 16
Chapter Five Conclusion 18
References 19
Appendix 21
Marketing Position Strategy Research of Nanjing Line 0 co. LTD.
Chapter One Introduction
1.1 Background
According to the China hotel association released 2015 annual report on China's catering industry, in 2014, the national food and beverage revenue reached 2.786 trillion yuan. The popular food accounted for 80%, ending the decline in growth for three consecutive years since 2011.Public catering sales growth of 12%, per capital consumption growth of 15.2%, the average gross margin increased by 0.3%.Rational development of catering industry throughout the year, it achieves stability in the rebound in 2014. And online catering enterprises began to be "positive energy".