Classified Index: F713.56
U.D.C.: 658.9
Dissertation for the Master Degree of Business
Administration
RESEARCH ON SERVICE MARKETING
STRATEGY OF
MEITUAN TAKEOUT COMPANY
Candidate：
Yanjun Wu
Supervisor：
Caifen Jiang
Speciality：
MBA
School：
Guangzhou University
May29，2022
Guangzhou University
Date of Defence：
Degree Offering Institution：

摘要
摘要
随着国家经济的发展，国民收入水平的提高，消费者对食品服务的要求也在不
断增加。由于餐饮业的迅速发展，尤其是随着互联网的发展和智能手机的普及，“无
米之炊”的家庭越来越多，外卖成为餐饮欧亿·体育（中国）有限公司的新盈利方式。客户可以在美团外卖
下载安装 APP，使用点餐软件进行点餐，不需要花费太多时间和精力就能买到称心
如意的快餐产品。但是，随着时代的进步和客户要求的提高，目前外卖企业持续“闷
声发大财”的时代已经过去了，各个外卖点餐平台正在转变思路，以求更好的发展
道路。加之“新冠”疫情的影响，居家不外出的社会群体越发庞大，对外卖服务的
需求量也越发增加，人们对于美团外卖点餐有了更深入的了解。因此，笔者认为对
美团外卖公司的服务营销策略进行更多的研究是很有意义的。
本研究在对美团外卖公司在服务质量、价格、宣传、促销、服务体验感、软件
使用感这些方面展开对美团外卖公司服务营销的研究。结合所学的理论知识，透过
实证研究美团外卖公司服务营销水平对客户满意度评价的影响。笔者通过美团外卖
公司在配送服务质量水平、价格水平、宣传水平、促销水平、服务体验感、软件使
用感方面共六个变量，以此作为测量美团外卖公司服务营销水平的变量，探讨美团
外卖公司服务营销对客户满意度的影响。本文采用线上问卷星和 spss25.0数据分析
软件所收集到的问卷信息进行分析。通过研究发现，美团外卖公司服务营销水平中
服务质量水平、宣传水平、服务体验感、软件使用感共四个方面对客户满意程度是
有着显著影响的，并进一步分析造成客户满意度较低的原因。因此，笔者提出服务
营销策略方面的优化建议，从加强服务质量水平、加强宣传水平、提高服务体验感
和软件使用感四个方面提出建议，给予美团外卖公司服务营销策略提供一些策略参
考。本研究坚持理论与实践相结合的原则，立足于美团外卖公司战略调整的发展需
求，探索一条适合美团外卖公司的优化服务营销策略之路。
关键词：美团外卖；服务质量；市场营销；策略
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广州大学硕士学位论文
ABSTRACT
With the development of national economy and the improvement of national income,
consumers' demand for food services is also increasing. With the improvement of people's
living standard, consumers also put forward more demands for food services. Thanks to
the rapid development of the catering industry, especially with the development of the
Internet and the popularity of smart phones, take-out has become a new way for the
catering industry to make money, with more and more families "cooking without rice".
Customers can order their meals while downloading and installing the APP from Meituan
Takeout, and they don't need to spend much time and energy to buy the desired fast food
products. However, the era of "silent and rich" in the take-out industry has passed, and
various take-out food platforms are changing their ideas in order to better develop. Due to
the impact of the "new crown" epidemic, people have a deeper understanding of Meituan
takeout. As the social group that stays at home grows larger, so does the demand for sales.
Therefore, the author thinks it is very meaningful to conduct more research on the service
marketing strategy of Meituan takeout company.
This study focuses on the service marketing of Meituan food delivery company in
terms of service quality, price, publicity, promotion, sense of service experience and
software use. Combined with the theoretical knowledge learned, through empirical
research to understand the impact of Meituan takeout service marketing level on customer
satisfaction evaluation. The author discusses the influence of Meituan delivery service
marketing on customer satisfaction by taking six variables of Meituan delivery service
quality level, price level, publicity level, promotion level, sense of service experience and
sense of software use as variables to measure the service marketing level of Meituan
delivery company. This paper analyzes the questionnaire information collected by online
questionnaire star and SPSS25.0 data analysis software. Through the research, it is found
that the service quality level, publicity level, service experience sense and software use
sense of Meituan takeout service marketing level have a significant impact on customer
satisfaction, and the reasons for the low customer satisfaction are analyzed. Therefore, the
author puts forward suggestions on the optimization of service marketing strategies from
four aspects: strengthening the service quality level, strengthening the publicity level,
improving the sense of service experience and the sense of software use, and provides
some references for the service marketing strategies of Meituan Takeout delivery
company . This study adheres to the principle of combining theory with practice, and
based on the development needs of Strategic adjustment of Meituan takeout company,
explores a way of optimizing service marketing strategy suitable for Meituan takeout
company.
Keywords: Meituan takeout；Quality of service；Marketing；Strategy
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