摘要
随着互联网技术日新月异的发展，电子商务的发展也愈发深入地融入到人们
的生活中。2020年突如其来的新冠疫情，加速了新型商业模式的发展，其中以
高性价比生鲜产品为市场切入口的社区团购发展尤为迅速。近一年来，以阿里、
美团、滴滴、拼多多等为首的大型互联网公司接连高调涌入社区团购赛道，成功
引来大众关注的目光。在社区团购这个赛道上，虽然美团优选倾注大量资金人力
物力的努力下，快速占领社区团购第一高地；但是面对各个互联网巨头携带雄厚
资本下场竞争，对美团新成立的社区团购事业部-美团优选稳居第一产生了极大
的挑战。在此情况下，美团优选该如何优化自己的营销策略来应对瞬息万变的社
区团购市场，对于美团优选来说是应该着重思考的方向。
本文研究分析了美团优选的发展历程、市场定位和营业现状，结合SWOT理
论分析了美团优选的经营环境；结合4P营销理论，着重分析了美团优选的产品、
价格、渠道和促销四个部分的营销现状。本文还采用调查问卷法，通过线上渠道
发放调查问卷，收集到了有效调查问卷共计337份，对调查问卷数据结合4P营
销理论综合分析目前美团优选存在商品问题、价格问题、渠道问题及促销问题。
通过对以上问题的成因分析，再结合上述营销理论对美团优选提出商品、价
格、渠道及促销优化方案。以求达到改善美团优选营销策略问题的目的。本文的
最后，对本文的研究结果做了总结、反思及展望，并指出此后的研究可扩大样本
分布地区、人群和数据量，完善研究方法及拓展研究角度等多方面加倍努力。
关键词：社区团购；美团优选；SWOT分析；4P理论
I
Abstract
With therapid developmentof Internettechnology, the developmentof
e-commerce is also more and more deeply integrated into people's lives. The sudden
outbreak of the new crown epidemic in 2020 has accelerated the development of new
business models. Among them, community group buying with cost-effective fresh
products as the market entry has developed particularly rapidly. In the past year, large
Internetcompanies headedby Alibaba,Meituan, Didi,and Pinduoduohave
successively flooded into the community group buying track with high profile,
successfully attracting the attention of the public. On the track of community group
buying, although Meituan has invested a lot of money, manpower and material
resources to quickly occupy the first highland of community group buying; but in the
face of competition from various Internet giants with strong capital, Meituan's newly
established community group buying business department -Meituan's top ranking has
created a huge challenge. Under this circumstance, how to optimize its marketing
strategy to cope with the ever-changing community group buying market is a
direction that Meituan Optimal should focus on thinking about.
This paper studies and analyzes the development history, market positioning and
business status of Meituan, and analyzes the business environment of Meituan in
combination with SWOT theory. Combined with the 4P marketing theory, it focuses
on the analysis of Meituan's four products, price, channel and promotion. Part of the
current state of marketing. This paper also uses the questionnaire method to distribute
questionnairesthroughonlinechannels, andcollectsatotalof337valid
questionnaires. The questionnaire data is combined with the 4P marketing theory to
comprehensively analyze the current product problems, price problems, channel
problems and promotion problems of Meituan Preferred.
Through the analysis of the causes of the above problems, combined with the
above marketing theories, MeituanOptimal proposes an optimization planfor
products, prices, channels and promotions. In order to achieve the purpose of
improving the optimal marketing strategy of Meituan. At the end of this paper, it
summarizes, reflects and looks forward to the research results of this paper, and points
out that subsequent research can expand the sample distribution area, population and
data volume, improve research methods and expand research perspectives.
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Key words: Community group buying; Meituan optimization; SWOT analysis;
4P theory
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