The Strategic Planning and Branding Tactics of Meituan

Abstract

Meituan, an Internet company that focuses on businesses such as food delivery and hotel-ordering, was first launched in 2009. Within a decade, Meituan has evolved into a shopping platform that Chinese rely on, due to Meituan’s smart strategic planning, marketing positioning, high working efficiency, and its variety of business branches. Meituan has emerged as one of the Top 20 Risers global brands and ranked 54th among the Top 100 brands in 2020. As a service company that occupies the biggest portion of food delivery within the Chinese market, it’s of significance to explore what factors make Meituan the most successful and popular platform that changes people’s way of living. By investigating on Meituan’s financial reports, industry analysis, case studies and peer brand comparison, this paper will analyze Meituan’s strategic planning and development of its business and its linkage with consumer psychology, examine the factors that contribute to Meituan’s success, and provide inspiration of the brand’s future development.