Study on Optimization Strategies for Ele.me Food Delivery Platform under the Reconfiguration of Platform Competitive Landscape—Against the Background of JD Delivery’s Re-Entry

随着我国外卖行业的迅速发展，平台间的竞争愈发激烈，行业竞争格局正不断重塑。作为行业的重要参与者，饿了么平台在用户规模、市场份额、品牌认知等方面面临严峻挑战。本文基于平台经济与双边市场理论，分析当前外卖平台的竞争格局变迁及其对饿了么的影响，梳理饿了么在用户、商家和平台运营等维度存在的主要问题。在此基础上，提出优化策略建议：包括提升用户体验与忠诚度、加强商户管理与服务能力、深化数字化技术赋能与精细化运营，并探索差异化竞争路径。研究旨在为饿了么在新一轮平台竞争中提升核心竞争力、实现可持续发展提供参考。With the rapid development of China’s food delivery industry, competition among platforms has intensified, leading to a continual reshaping of the competitive landscape of the industry. As a key player in the industry, Ele.me is facing serious challenges in terms of user base, market share, and brand recognition. This study, grounded in platform economy and two-sided market theories, analyzes the change in competition patterns of the current food delivery platforms and their impact on Ele.me. It identifies major issues of Ele.me in the dimensions of users, merchants and platform operation. Based on this analysis, the paper proposes optimization strategies for Ele.me, including enhancing user experience and loyalty, strengthening merchant management and services, deepening digital technology empowerment and refined operations, and exploring differentiated competitive paths. The goal of this study is to provide insights for Ele.me to enhance its core competitiveness and achieve sustainable development in the new wave of platform competition.