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With the development of O2O takeout food, significant changes of consumption patterns have also taken place. Comment sites, micro blogging platform for consumers to choose food consumption affect significantly strengthened. Moreover, the current consumers not only focus on the application of O2O reservation, but also gradually to order, payment and other comprehensive function extension.
Although O2O website set up like a raging fire in 2014, there are some problems hidden behind these achievements : poor quality of food has baffled restaurant O2O business’s development (many websites eventually down in flames).The speed of the reservation website for restaurant meals generally control ability is poor; Single marketing, price blindly overwhelm enterprise; Financing difficulties caused by fierce competition. These are greatly restricted the development of the O2O website.
Nanjing Line 0 electronic commerce Co.LTD. (hereinafter referred to as the Line 0 Company) is a typical O2O e-commerce platform and provide local food, supermarket order online, real-time and distribution services. Since established in 2012, the Line 0 company, with its high quality, efficiency and service, has occupied a place on the market in Nanjing.
1.2 Significance and purpose
In recent years, Line 0 Company wants to have further business development, and in the case of adhere to the good products and services, to expand business territory and the number of users. However, due to inexperience and poor management, the implementation of the market positioning strategy cannot bring high share of the sales target, at the same time bring a lot of difficulties to Line 0 and reduce the profits of enterprises.
At the same time, the restaurant O2O industry has caused the Internet giants covet: Taobao launched New Spot, Tencent cooperates with Public Comments. If Line 0 is unable to find a very clear direction of profit, the Nanjing market is likely to be occupied by other bigger companies.
Therefore, the author will set out to study the Line 0 Company’s market positioning strategy with the collected data, information, and analysis to summarize the advantages and disadvantages. And then through the various research methods, to find solutions for Line 0’ positioning. At the same time, other similar enterprises join the similar business and brought great competitiveness. So, how to apply market positioning strategy to maintain the company's strength is the issue that Line 0 Company must solve.
In addition， these suggestions can help other small O2O websites or companies in other fields to site their own position and differentiation from other competitors.
1.3 Methodology
The author use three methodology in the thesis :( 1) Method of Comparative analysis: argument of this paper by looking at domestic and abroad O2O business market positioning strategy , this study analyzes domestic food and beverage O2O business strategy and experience. In addition, make comparison between Line 0 and other famous food O2O websites. (2) Interview Method: this study is based on two interviews with Line 0’s managers to insight into Line 0’s marketing status, and it got much figures the study needs to finish this thesis. The reason why choose interview but not questionnaire is that Line 0 company is a small company so it is not well-know. So it can’t receive enough effective questionnaires. And this paper can get the raw materials and sales revenue of Line 0 which can not achieve from internet or magazines. But this choice also has some problems, for instance Line 0 can overstate their situation. In order to improve this, the author also has some talks with its consumers.(3)Material Analysis Method: From Line 0’s website, brochures, etc. The author gets relevant evidence for the company effectively to analyze the evidence, and check their figure from other websites , magazines and newspapers to draw the conclusion.