近年来，随着互联网的快速发展，在餐饮领域，3-5 公里商圈配送，30 分钟 已经成为标配。随着消费的升级，市场上除了 30 分钟短途配送外，长距离多场 景的配送需求还处于空白阶段，“UU 跑腿”专人直送全城 1 小时达就是在这样 的现状下应用而生。伴随着新企业的不断入局，快递业巨头的虎视眈眈，“UU 跑腿”面临着激烈的行业竞争，加之接单量增长缓慢，运营成本不降，该企业的 营销策略有待进一步优化。 本文以 STP、4Ps 等相关营销理论作为理论基础，搜集了国内外对于物流或 快递营销的研究现状。对“UU 跑腿”目前的营销状况进行了市场问卷调查，经 过对结果数据的整理分析，总结出其营销现存的不足之处，找出了该企业存在品 牌知名度不够；平台同质化严重，缺乏特色化服务；手机下单页面开发缺乏便利 性；消费群体较为单一；缺少线下营销活动等问题。之后对“UU 跑腿”的行业 发展环境和主要竞争者特点进行了对比和分析，并运用 STP 战略，细分”UU 跑 腿”市场，确认目标市场以及其市场定位，同时借助 4Ps 营销理论，由产品、价 格、渠道、促销四个方面入手，分别制定了与“UU 跑腿”未来发展相关的营销 优化策略，进而提出了有关的策略实施保障措施，包含加强品牌建设，打造独特 的品牌形象；增强员工的营销理念；建立跑男晋升机制；宣传企业文化激励员工 四个方面。 一个企业的营销能力，决定企业的发展方向、以及发展规模和发展速度。本 文根据传统的营销理论，通过对“UU 跑腿”的营销现状分析，找出其营销存在 的问题，并给出合理化建议和策略优化方案。总结出以下三点： 1、“UU 跑腿”应克服平台同质化严重，缺乏特色化服务的缺陷，增强自 身核心竞争力，挖掘用户诉求，扩充服务场景覆盖面，为广大的消费者提供更为 便利便捷的生活即时服务。 2、充分开拓国内高校市场，吸引庞大的大学生消费群体。打开了高校园区 内的新市场，会为企业带来丰厚的利润，并且也扩大了品牌的知名度，资金投入 少，宣传效果良好。河南财经政法大学硕士学位论文 II 3、从营销理念出发，通过开展各种有效的 4P 营销策略，来提升顾客忠诚度、 品牌推广度、强化企业盈利能力，在现有的基础上进行营销策略的优化并利用互 联网不断创新。从员工、企业文化、品牌建设三个方面来实施营销策略保障措施， 为企业今后的发展提供有效助力。 关键词：UU 跑腿；即时服务；同城配送；市场营销；河南财经政法大学硕士学位论文 II Abstract In recent years， with the rapid development of the Internet， in the field of catering， 3-5km business district distribution， 30 minutes has become the standard. With the upgrading of consumption， in addition to 30 minute short distance distribution in the market， the demand for long-distance and multi scene distribution is still in a blank stage， "UU running errands" are delivered directly to the whole city for one hour， which is the current situation. With the continuous entry of new enterprises and the fierce competition of express industry giants， "UU running errands" is facing fierce industry competition. In addition， the growth of order receiving volume is slow and the operation cost is not reduced. The marketing strategy of the enterprise needs to be further optimized. Based on STP，4Ps and other related marketing theories，this paper collects the research status of logistics or express marketing at home and abroad. This paper conducts a market questionnaire survey on the current marketing situation of "UU running errand". After sorting out and analyzing the result data， it summarizes the existing shortcomings of its marketing， finds out that the enterprise has insufficient brand awareness; the platform is seriously homogeneous， and lacks characteristic services; the development of the single page under the mobile phone is not convenient; the consumer group is relatively single; and the offline marketing activities are missing 。 Then it compares and analyzes the industry development environment and the characteristics of main competitors of "UU running errand"， and uses STP strategy to subdivide the market of "UU running errand"， confirms the target market and its market positioning.At the same time， with the help of 4Ps marketing theory， it formulates the marketing optimization strategies related to the future development of "UU running errand" from four aspects of product， price， channel and promotion， Then， the paper puts forward the relevant measures to ensure the implementation of the strategy， including strengthening the brand construction， creating a unique brand image， enhancing the marketing concept of employees， establishing the promotion mechanism of running men， and promoting corporate culture to motivate employees.河南财经政法大学硕士学位论文 IV The marketing ability of an enterprise determines its development direction， scale and speed. According to the traditional marketing theory， this paper analyzes the current marketing situation of "UU running errand"， finds out the existing problems in marketing， and gives reasonable suggestions and strategy optimization scheme. Summarize the following three points： 1. "UU running errands" should overcome the serious homogenization of the platform and lack of characteristic services， enhance its core competitiveness， tap users' demands， expand the coverage of service scenarios， and provide more convenient and convenient real-time services for consumers. 2. We should fully open up the domestic college market and attract a large number of college students. Opening a new market in the University Park will bring huge profits to the enterprise， and also expand the brand awareness， with less capital investment and good publicity effect. 3. Starting from the marketing concept， through carrying out various effective 4P marketing strategies， to improve customer loyalty， brand promotion， and enhance the profitability of the enterprise， optimize the marketing strategy on the basis of the existing and use the Internet for continuous innovation. From the three aspects of staff， corporate culture and brand building， implement the marketing strategy guarantee measures to provide effective assistance for the future development of the enterprise. Key words：UU Running Errands；Instant Service；City Distribution；Marketing Management河南财经政法大学硕士学位论文 V 目 录 摘要.............................................................. I ABSTRACT.......................................................... III 1 绪 论............................................................ 1 1.1 研究背景及意义 ...............................................1 1.1.1 研究背景.................................................1 1.1.2 研究意义.................................................2 1.2 研究思路及方法 ...............................................2 1.2.1 研究思路.................................................2 1.2.2 研究方法.................................................3 2 理论基础及文献综述............................................... 4 2.1 理论基础 .....................................................4 2.1.1 STP 理论 .................................................4 2.1.2 4PS 营销理论 .............................................4 2.2 国内外研究综述 ...............................................5 2.2.1 国外研究综述.............................................5 2.2.2 国内研究综述 .............................................6 3 UU 市场营销现状及问题分析 ........................................ 8 3.1 “UU 跑腿”介绍 ..............................................8 3.2 UU 现行营销策略 ..............................................9 3.2.1 线上营销.................................................9 3.2.2 线下营销...............................................11 3.3 UU 营销现状问卷调查 .........................................11 3.3.1 调查问卷设计............................................11 3.3.2 回收数据整理............................................12 3.3.3 结果分析................................................13 3.4 UU 营销存在的问题 ...........................................18 3.4.1 品牌知名度不够..........................................18 3.4.2 平台同质化严重，缺乏特色化服务..........................18 3.4.3 APP 页面开发缺乏便利性 ..................................19河南财经政法大学硕士学位论文 V 3.4.4 消费群体单一............................................19 3.4.5 缺少线下营销活动........................................20 4 UU 营销环境分析 ................................................. 21 4.1 宏观环境分析 ................................................21 4.1.1 经济因素................................................21 4.1.2 政治因素................................................22 4.1.3 科技因素................................................23 4.1.4 文化因素................................................24 4.2 微观环境分析 ................................................25 4.2.1 企业内部环境分析........................................25 4.2.2 竞争对手分析............................................27 4.2.3 用户行为分析............................................29 5 UU 营销策略优化设计 ............................................. 32 5.1 STP 策略 ....................................................32 5.1.1 市场细分................................................32 5.1.2 明确目标市场............................................33 5.1.3 明确市场定位............................................34 5.2 产品策略 ....................................................34 5.2.1 拓展跑腿业务范围........................................34 5.2.2 配送员管理优化策略......................................35 5.2.3 开发校园版 UU 跑腿.......................................35 5.3 价格策略 ....................................................36 5.4 渠道策略 ....................................................37 5.5 促销策略 ....................................................38 5.5.1 积分制促销策略..........................................38 5.5.2 广告促销................................................38 5.6 网络营销策略 ................................................39 5.6.1 搜索引擎营销............................................39 5.6.2 微信微博营销............................................39 5.6.3 新闻营销................................................40 5.6.4 软文营销................................................41河南财经政法大学硕士学位论文 V 5.6.5 论坛营销................................................41 6 UU 营销策略实施保障 ............................................. 42 6.1 加强品牌建设，打造独特的品牌形象 ............................42 6.2 强化员工的营销理念 ..........................................42 6.3 建立跑男晋升机制 ............................................43 6.4 宣传企业文化激励员工 ........................................43 7 结论和展望...................................................... 45 7.1 结论 ........................................................45 7.2 展望 .........................................................46