行动派网产品定位及运营研究

发布时间：2018-04-30 17:06

本文选题：自驾游 + 行动派网　；参考：《西南交通大学》2014年硕士论文

【摘要】：行动派网是在线旅游行业的创业公司,旨在通过大数据集成和基于位置的服务(LBS)为自驾游用户提供简单,快捷的、一站式解决方案。随着生活水平的提高,汽车保有率快速增长,越来越多的人选择自驾车作为旅行的交通工具,自驾游这种形式越来越受到大众的欢迎,但自驾出行是一件繁琐的事情,尽管国内拥有众多在线旅行网站,但这些网站并不能很好的解决整个自驾出行如何玩的问题。出行前制作计划,出行中路况和景点的异常,出行后的分享都是分离的,用户需要耗费大量的时间和精力才可以完成这一系列工作,因此用户迫切需要有一款产品来解决这些痛点。本文首先分析和总结了国内知名的各类在线旅行网站,归纳优势及特点,区分所针对的市场和用户群体,整理出它们目前能够解决的问题以及解决问题的方式。最终发现目前在线旅游网站并不能解决用户怎么玩的核心问题,用户在出行前还需要耗费大量的人力和物力准备出行,且在出行中也没有很好帮助用户解决问题的手段,出行后也不能方便分享。其次介绍了行动派网目前产品的开发情况以及用户使用情况,并继续对用户需求进行深层次分析,从用户、终端、生命周期三个维度分析产品,设计产品,满足用户在各个层次上的需求,从本质上解决用户的核心诉求。接着对行动派网的市场规模和商业模式做了简要介绍,并逐一分析了各种商业模式的优缺点及操作方式。最后部分提出为完成核心需求,行动派网在技术和营销上的具体运营措施,并制订财务目标,同时对风险进行了识别,对风险提出有效的解决方案。
[Abstract]:Mobile distribution is an online travel start-up designed to provide simple, fast and one-stop solutions for self-driving users through big data's integrated and location-based services. With the improvement of living standards and the rapid increase of car retention rate, more and more people choose to drive their own cars as a means of travel. This form of self-driving travel is more and more popular among the public, but self-driving travel is a tedious task. Although there are many online travel websites in China, they are not a good solution to the problem of how to drive and travel. Making plans before travel, unusual road conditions and scenic spots during travel, sharing after travel are all separate, and users need a lot of time and energy to complete this series of work. Therefore, users urgently need to have a product to address these pain points. This paper first analyzes and summarizes all kinds of well-known online travel websites in China, summarizes the advantages and characteristics, differentiates the market and the user groups, and sorts out the problems they can solve and the ways to solve the problems. Finally found that the current online travel website can not solve the core problem of how users play, users also need to spend a lot of human and material resources to prepare for travel before travel, and in travel there is no good means to help users solve the problem. After the trip can not be easily shared. Secondly, this paper introduces the current product development and user usage of mobile distribution network, and continues to carry on the deep level analysis to the user's demand, analyzes the product from the user, the terminal, the life cycle three dimensions, designs the product, To meet the needs of users at all levels, essentially solve the core demands of users. Then, the market scale and business model of mobile distribution network are briefly introduced, and the advantages and disadvantages of each business model and the operation mode are analyzed one by one. In the last part, the concrete operation measures in technology and marketing are put forward to fulfill the core requirements, and the financial objectives are formulated. At the same time, the risk is identified and an effective solution to the risk is put forward.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F592.6

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