移动商务时代 OTO 营销策略应用研究以饿了么为例目录摘要........................................................................................................................1Abstract..................................................................................................................21 绪论.....................................................................................................................31.1 研究背景及意义.......................................................................................31.2 研究内容及方法.......................................................................................32 概念界定及相关理论.........................................................................................42.1 概念界定...................................................................................................42.1.1 电子商务的内涵.............................................................................42.1.2 OTO 的概念与特点........................................................................42.2 相关理论...................................................................................................42.2.1 SWOT 分析法.................................................................................42.2.2 4P 理论............................................................................................52.2.3 STP 理论.........................................................................................63 饿了么现状及发展态势.....................................................................................63.1 饿了么企业概述.......................................................................................63.2 饿了么发展态势.......................................................................................73.2.1 饿了么的优势与劣势.....................................................................73.2.2 饿了么的机遇与威胁.......................................................................
