Year: 2025
Type: article
Abstract: 随着大数据、物联网等科学技术的快速发展以及便携移动终端的普及，人们偏爱在手机等移动终端上进行消费，这样的趋势使得电子商务逐渐走进人们的视野。近些年来，社区电商逐渐兴起，社区电商是以社区为单位，通过预购 + 配送等方式为消费者提供便捷的消费方式以及绿色健康的商品。本文主要以社区电商发展、品牌分析、行业现状分析为基础，以美团优选平台为主要对象，采用PEST分析以及4P营销理论对美团优选平台进行研究分析，找到美团优选平台目前存在的主要问题，并继续结合4P营销理论对其存在的主要问题提出解决方案。With the rapid development of science and technology such as big data and the Internet of Things and the popularization of portable mobile terminals, people prefer to consume on mobile terminals such as mobile phones, which makes e-commerce gradually enter people’s field of vision. In recent years, community e-commerce has gradually emerged, and community e-commerce is based on the community as a unit, providing consumers with convenient consumption methods and green and healthy products through pre-purchase + delivery. Based on the development of community e-commerce, brand analysis, and industry status analysis, this paper takes the Meituan preferred platform as the main object, uses PEST analysis and 4P marketing theory to study and analyze the Meituan preferred platform, finds the main problems existing in the Meituan preferred platform, and continues to propose solutions to the main problems existing in the Meituan preferred platform in combination with the 4P marketing theory.
Source: E-Commerce Letters
Author: 弋力 秦
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410992153