| Peer-Reviewed

The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study

Received: 9 December 2018     Published: 11 December 2018
Views:       Downloads:
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.

Published in International Journal of Economic Behavior and Organization (Volume 6, Issue 2)
DOI 10.11648/j.ijebo.20180602.14
Page(s) 53-60
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Consumer Buying, Consumer Evaluation, Marketing, Case Study, Hong Kong

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.
Cite This Article
  • APA Style

    Li Shen. (2018). The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. International Journal of Economic Behavior and Organization, 6(2), 53-60. https://doi.org/10.11648/j.ijebo.20180602.14

    Copy | Download

    ACS Style

    Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int. J. Econ. Behav. Organ. 2018, 6(2), 53-60. doi: 10.11648/j.ijebo.20180602.14

    Copy | Download

    AMA Style

    Li Shen. The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study. Int J Econ Behav Organ. 2018;6(2):53-60. doi: 10.11648/j.ijebo.20180602.14

    Copy | Download

  • @article{10.11648/j.ijebo.20180602.14,
      author = {Li Shen},
      title = {The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study},
      journal = {International Journal of Economic Behavior and Organization},
      volume = {6},
      number = {2},
      pages = {53-60},
      doi = {10.11648/j.ijebo.20180602.14},
      url = {https://doi.org/10.11648/j.ijebo.20180602.14},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20180602.14},
      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.},
     year = {2018}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - The Potential Opportunity of Promoting Meituan Take-out App to Hong Kong – A Case Study
    AU  - Li Shen
    Y1  - 2018/12/11
    PY  - 2018
    N1  - https://doi.org/10.11648/j.ijebo.20180602.14
    DO  - 10.11648/j.ijebo.20180602.14
    T2  - International Journal of Economic Behavior and Organization
    JF  - International Journal of Economic Behavior and Organization
    JO  - International Journal of Economic Behavior and Organization
    SP  - 53
    EP  - 60
    PB  - Science Publishing Group
    SN  - 2328-7616
    UR  - https://doi.org/10.11648/j.ijebo.20180602.14
    AB  - 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.
    VL  - 6
    IS  - 2
    ER  - 

    Copy | Download

Author Information
  • Business School, Lingnan University, Hong Kong, China

  • Sections