Harnessing the Power of Mergers and Diversification: The Success Story of Meituan-Dianping

Abstract

This study provides an analysis of Meituan-Dianping’s business model and strategies that led to its success in the competitive Chinese market. The study focuses on the company’s strategic utilization of mergers, diversification, and innovative cross-selling techniques. A qualitative approach through a case study design was adopted to explore the concept of harnessing the power of mergers and diversification, in which qualitative content analysis and thematic analyses using ATLAS.ti were employed for qualitative data analysis. The qualitative data was extracted from various company documents such as the strategic and operational plans spanning from the year 2015 to 2023 which are readily available online. The study examines how Meituan’s decision to merge with Dianping in 2015, and its continued expansion of service offerings, made it a diversified platform catering to various consumer needs. The analysis also shows the company’s efficient use of big data analytics and behavior data to optimize marketing strategies and improve customer service. In conclusion, the research highlights that the success of Meituan-Dianping lies in its ability to adapt to market changes, diversified service offerings, and strategic partnerships.