目录
摘要..........................................................................................................１
Abstract.....................................................................................................２
１ 绪论.....................................................................................................３
１．１ 研究背景及意义..........................................................................３
１．２ 研究内容及方法..........................................................................３
２ 概念界定及相关理论..........................................................................４
２．１ 概念界定......................................................................................４
２．１．１ 电子商务的内涵..................................................................４
２．１．２ OTO 的概念与特点.............................................................４
２．２ 相关理论......................................................................................４
２．２．１ SWOT 分析法......................................................................４
２．２．２ ４ P 理论..............................................................................５
２．２．３ STP 理论..............................................................................６
３ 饿了么现状及发展态势......................................................................６
３．１ 饿了么企业概述..........................................................................６
３．２ 饿了么发展态势..........................................................................７
３．２．１ 饿了么的优势与劣势..........................................................７
３．２．２ 饿了么的机遇与威胁..........................................................７
４．饿了么的营销策略应用情况...........................................................８
４．１ 饿了么目标市场定位..................................................................８
４．２ 饿了么的营销策略......................................................................８
