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Discounts as marketing strategies for O2O platform—the case of Eleme
University of Borås, Faculty of Textiles, Engineering and Business.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With the development of the Internet and online payment, Online to Offline (O2O) platforms come into people’s lives. O2O platforms provide offline goods and ser-vices for their online users and these platforms are various, for example, they can help the users to call taxis, order food, call babysitters, make orders for cleaning the car and so on, which help people a lot for its convenience. At the same time, attracting customers for these platforms becomes a problem and many of these choose to make discount strategies to reach their goals. Companies invest a lot of money on discounts for competition while investment sometimes is risky, because the company maybe cannot earn the money back, so it is very important to learn how to make discount strategies for O2O platform wisely.Eleme will be studied as the case of this study, because it is a successful example of developing its food delivery O2O platform through investing a lot of money on giving discounts to attract lots of users. Eleme is one of the best food delivery O2O platforms in China, and its users are quite many, so it is a suitable choice to investigate. A mixed method is used in this study. Interviews have been done on commercial tenants of Eleme and questionnaires have been sent to ordinary end-users of Eleme, and the combination of these two parts can lead to good dis-count strategies. To answer the questions of the thesis, relevant knowledge about O2O platform, market strategies, discount strategies, consumer behavior and measures taken by Eleme will be used.The result of this study shows that discounts of the O2O platform do attract lots of customers and giving discounts is a good way to be competitive. At the same time, the platform needs to balance the profits of itself and its commercial tenants, and pays attention to needs of the ordinary end-users behind discounts in case of los-ing them. Eleme used a lot of wise discount strategies to develop itself, but the competition in this area is continuing and many measures can be taken for further development.

Place, publisher, year, edition, pages
2016.
Keyword [en]
O2O platform, discounts as marketing strategies, Eleme
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12149OAI: oai:DiVA.org:hb-12149DiVA: diva2:1094843
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2017-05-15 Created: 2017-05-11 Last updated: 2017-05-15Bibliographically approved

Open Access in DiVA

2016BBA02(781 kB)112 downloads
File information
File name FULLTEXT02.pdfFile size 781 kBChecksum SHA-512
43f6be6fc5406d5f3f0f53e6aa9b14008ba21812c9adb6319fb96961cdc4c7751df6610398482b3ed8669fb2ffb24827c76058be111478b2bb7ee61e5e834afd
Type fulltextMimetype application/pdf

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Business Administration

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf