The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study
International Journal of Economic Behavior and Organization
Volume 6, Issue 2, June 2018, Pages: 53-60
Received: Dec. 9, 2018; Published: Dec. 11, 2018
Views 727      Downloads 79
Author
Li Shen, Business School, Lingnan University, Hong Kong, China
Article Tools
Follow on us
Abstract
This paper presents a case study of proposing a marketing plan for Meituan Take-out App. This take-out app is quite popular in mainland area now and experienced a quick development over past several years under the Internet era. With the increase of scale and strength rapidly, it faces a potential opportunity to enter into the Hong Kong market. Thus the paper makes a corresponding research under the assumption that it develops the local market in Hong Kong. The aim of this study is to explore the prospects of its development in the Hong Kong market and then put forward an effective and reasonable promotion plan. In order to promote this take-out app, a detailed analysis is formulated based on both consumer buying process and consumer evaluation process, as well as considering the target audience and market positioning of this brand. In addition, some well-known marketing theories and research methods like PEST analysis are also applied for sake of achieving better research results. At last, useful recommendations are provided in the end of paper, to ensure the smooth application of proposed promotion in Hong Kong. It is hoped that this case study could serve as reference and guidance for Meituan Take-out App and other similar companies.
Keywords
Consumer Buying, Consumer Evaluation, Marketing, Case Study, Hong Kong
To cite this article
Li Shen, The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study, International Journal of Economic Behavior and Organization. Vol. 6, No. 2, 2018, pp. 53-60. doi: 10.11648/j.ijebo.20180602.14
References
[1]
Uriel Abulof, “Introduction: Why We Need Maslow in the Twenty-First Century,” Society, 2017, Vol. 54 (6), pp. 508-509.
[2]
Elena Rasskazova, Tatiana Ivanova, Kennon Sheldon, “Comparing the effects of low-level and high-level worker need-satisfaction: A synthesis of the self-determination and Maslow need theories,” Motivation and Emotion, 2016, Vol. 40 (4), pp. 541-555.
[3]
Deqiang Zou, Liyin Jin, Yanqun He, Qian Xu, “The Effect of the Sense of Power on Chinese Consumers’ Uniqueness-Seeking Behavior,” Journal of International Consumer Marketing, 2014, Vol. 26 (1), pp. 14-28.
[4]
Gallayanee Starwind Yaoyuneyong, Wesley A. Pollitte, Jamye K. Foster, Leisa R. Flynn, “Virtual dressing room media, buying intention and mediation,” Journal of Research in Interactive Marketing, 2018, Vol. 12 (1), pp. 125-144.
[5]
Anonymous, “Emerging Company Profile; Meituan.com,” Interfax: TMT China Weekly, 2011.
[6]
Anil Kumar, Sachin Kumar Mangla, Sunil Luthra, Nripendra P. Rana, Yogesh K. Dwivedi, “Predicting changing pattern: building model for consumer decision making in digital market,” Journal of Enterprise Information Management, 2018, Vol. 31 (5), pp. 674-703.
[7]
Chan, K., Youth and Consumption. City University of Hong Kong Press, Hong Kong, 2010.
[8]
Solomon, Consumer Behavior: Buying, Having, and Being (11th Ed.), Pearson. 2015.
[9]
Cecilia Zilima Mussa, “The Influence of Social Media on Consumer Behavior: An Empirical Study on Factors Influencing Consumer Purchase Intention in Malawi,” University of International Business and Economics, Beijing, 2017.
[10]
Thompson S.H. Teo, Yon Ding Yeong, “Assessing the consumer decision process in the digital marketplace,” Omega, 2003, Vol. 31 (5), pp. 349-363.
[11]
Alessandra Papetti, Andrea Capitanelli, Lorenzo Cavalieri, Silvia Ceccacci, Francesca Gullà, Michele Germani, “Consumers vs Internet of Things: A Systematic Evaluation Process to Drive Users in the Smart World,” Procedia CIRP, 2016, Vol. 50, pp. 541-546.
[12]
M. O’ Driscoll, “Design for manufacture,” Journal of Materials, 2002.
[13]
Liping LI, “Analysis Of The International Marketing Mix,” Overseas English, 2013(23).
[14]
Liz Hill, Terry O‘Sullivan, Foundation Marketing, Macro Environment; Distribution Channels, 2004.
[15]
Valarie, Dwayne, Mary. (2013). Service Marketing: Integrating Customer Focus Across the Firm (6th Ed.).
[16]
Jodi M. Casabianca, Brian W. Junker, Ricardo Nieto, “Mark A. Bond A Hierarchical Rater Model for Longitudinal Data,” Multivariate Behavioral Research, 2017, Vol. 52 (5), pp. 576-592.
ADDRESS
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
U.S.A.
Tel: (001)347-983-5186