title: ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÑÐ½ÐºÐµ ÐÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ ÐÐ°ÑÐ¾Ð´Ð½Ð¾Ð¹ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Meituan)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Features of the use of marketing methods in the Internet market of the Peoples Republic of China (on the example of Meituan)
Creators: name: Ð¥ÑÐ°Ð½ Ð¡Ð¸Ð½ÑÐ¸
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÑÐ½Ð¾Ðº
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼ÐµÑÐ¾Ð´Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð° Ð´Ð»Ñ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐ¸Ð¸
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ð¸
internet market
internet marketing
marketing methods
e-commerce platform
consumers

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÑ Ð½Ð° ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¼ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÑÐ½ÐºÐµ, Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¿Ð¾Ð¼Ð¾Ð³ÑÑ Ð¿Ð¾Ð²ÑÑÐ¸ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾ÑÐºÑÑÑÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð¾ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Meituan. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð½Ð° Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÑÐ½ÐºÐµ ÐÐÐ . ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼ÐµÑÐ¾Ð´ Ð´Ð¸ÑÐºÐ¾Ð½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´ÐµÐ½ÐµÐ¶Ð½ÑÑ Ð¿Ð¾ÑÐ¾ÐºÐ¾Ð², Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¼ÐµÑÐ¾Ð´. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð² ÐÐÐ ; â Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐµÐ¼ÑÐµ Meituan; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¸Ñ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : ÑÐ¾Ð¿-Ð¼ÐµÐ½ÐµÐ´Ð¶Ð¼ÐµÐ½ÑÐ¾Ð¼ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Meituan Ð´Ð»Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹ Ð´Ð»Ñ Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¾Ð¿ÐµÑÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸Ð·Ð²ÐµÑÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² MS Excel Ð¸ MS Word. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to identify the peculiarities of marketing methods used in the Chinese Internet market and to develop recommendations that will help to improve the companys competitiveness. The study was carried out on the basis of open sources of information about Meituan. Research subject: marketing methods and strategies in the PRC Internet market. Research methods: comparisons, SWOT-analysis, discounted cash flow method, graphical method. The main results of the study: - the features of the use of Internet marketing methods and tools in the PRC are summarized; - marketing methods used by Meituan are studied; - recommendations on optimization of marketing methods are developed and their economic efficiency is determined. Application field: of the results of the research: top management of Meituan company for the development of marketing strategy. The scientific novelty of the study is the development of proposals for optimizing marketing strategy and increasing operational efficiency on the basis of known marketing methods Information technologies such as MS Excel and MS Word products were used while working on the graduate qualification work. Conclusions. The company Meituan successfully uses marketing methods in the Internet environment, both due to its own unique strategy and due to the peculiarities of the Chinese segment of the Internet market.