目录
摘要Ⅱ
关键词Ⅱ
AbstractⅢ
引言
一、引言1
二、文献综述1
（一）网络营销..1
（二）模型..............2
（三）指标............2
三、模型选择3
（一）分析的理论框架3
（二）对实际情形建模分析3
四、指标体系建立4
（一）数据来源4
（二）指标体系..........4
（三）指标选择........5
五、实证分析6
（一）原始数据6
（二）数据检验分析6
（三）DEA结果分析......7
（四）营销效果分析10
六、结论11
参考文献12
致谢13
表1 商家营销效果评估体系5
表2 原始数据6
表3 投入产出指标相关性检验结果7
表4 每家店铺营销效率....8
表5 五商家单元调整值....9
商家在美团外卖上的营销效果评估
以南京孝陵卫周边10家店铺为例
摘 要
互联网发展为食品行业的革命奠定了基础，外卖行业应运而生，而随着竞争的加剧，各大外卖平台开始频繁与商家合作推进营销活动吸引用户。本文选取了美团外卖上的10家粥店评估其营销效果，首先结合其在美团外卖上的营销特点，同时以实践和文献相结合的原则构建投入产出指标体系，其中投入指标是：竞价排名和优惠力度；产出指标是：月销量、评分和评论数。然后利用美团外卖APP收集商家营销活动的相关数据并对投入产出指标进行相关性检验，最后利用DEAP 2. 1软件进行运算得出各商家的营销效率并分析其营销策略。研究发现，选取的10家粥店中营销投入产出达到有效的店铺有4家，剩下的六家店铺均未达到投入产出有效，未达到投入产出有效的原因主要是投入要素的分配存在问题、缺乏与用户之间的互动以及营销活动力度不够。由此可见，美团外卖上的商家营销策略有待进一步提升。
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MARKETING EFFECT EVALUATION OF THE STORES ON MEITUAN DELIVERY
—TAKE 10 STORES AROUND NANJING XIAOLINGWEI AS AN EXAMPLE
ABSTRACT
The internet has laid the foundation for the food industries’ development, and the delivery industry has emerged. As competition intensifies, the major delivery platforms began to frequently cooperate with stores to do marketing activities that can attract users. In view of the stores’ marketing characteristics on Meituan delivery and the principle of combining practice and literature, this study selects 10 stores to construct index systems, which the input indicators are: bidding ranking and preferential strength; and the output indicators are: the volume of monthly sales, score and the number of comments.Then uses the Meituan delivery APP to collect the data of the stores’ marketing activities and test the relevance of input output Indicators. Finally, uses DEAP 2.1 software to calculate the marketing efficiency and analyze the marketing strategy. The result shows that four of these stores’ marketing strategy are effective, the remaining six stores did not achieve marketing effective, the main reason is that there are problems in the distribution of input factors, the interaction with users is insufficient and marketing activities needs to be strengthened. It can be seen that the stores’ marketing strategy on Meituan delivery needs to be improved.

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