韩国‘Daum Kakao’公司‘Kakao Taxi’营销策略研究

发布时间：2018-04-15 02:21

本文选题：‘Kakao + Taxi’　；参考：《吉林大学》2017年硕士论文

【摘要】：随着日益变化的现代技术,以O2O商业模式为基础的打车方式也迎来了变革。只要一个手机软件,我们再也不用在寒冷冬天的屋外等着不知何时驶来的出租车,还能看到出租车的所处方位与司机信息。其中,‘Kakao Taxi’是‘Daum Kakao’在2015年3月推出的打车服务软件。‘Kakao Taxi’通过移动设备有效连接乘客与司机的服务软件,虽然推出不到2年,却已经稳稳坐实韩国打车软件第一位的位置。本文旨在研究‘Kakao Taxi’平台,分析它的市场策略,诊断目前状态,并研究以后的发展方向,为其商业活动的开展提供借鉴。本文以韩国‘Kakao Taxi’打车软件为研究对象,利用策略管理与市场营销管理的基本理论,运用SWOT、STP分析,深入分析‘Kakao Taxi’的市场营销环境与目标市场,从而了解‘Kakao Taxi’的现状与问题,以此制定‘Kakao Taxi’的O2O市场营销策略。研究表明:宏观环境方面,随着智能手机的普遍使用,现代技术逐渐在发展,这也为‘Kakao Taxi’的发展带来了机会;微观环境方面,由于‘Kakao Taxi’依靠在韩国通信软件中市场占有率第一位的Kakao talk为平台,为它打开并占据O2O打车平台的市场占有率带来了便利。然后,本文根据不同年龄、时间段、消费者需求细分目标市场后,将年轻人、职场工作者、旅游者、郊区居住者(last one mile)定为目标市场,最后再根据以上内容选择目标市场。同时,本文解释了‘Kakao Taxi’在商品、价格、渠道、促销(4P)等四个方面中的协同作用,并且从管理制度、企业文化、人力资源管理等三个层面入手,保障其有效实施,突破企业发展的瓶颈,保持竞争优势。最后本文从利用韩国最庞大的社交软件Kakao talk、目标对象选择、通过市场营销四要素“4Ps营销活动”来扩大化营销效果和通过保障管理制度、企业文化、人力资源系统来完善‘Kakao Taxi’的营销策略有效实施等四个角度提出相关建议。
[Abstract]:With the ever-changing modern technology, the O-2O-based taxi-hailing mode has also ushered in a revolution.As long as a mobile phone software, we no longer have to wait outside the cold winter house for a taxi that we don't know when to come, and we can also see the location of the taxi and the driver's information.Kakao Taxi', a ride-hailing service launched by Daum Kakao' in March 2015, effectively connects passengers and drivers via mobile devices, although it was launched less than two years ago.But has been firmly seated in the South Korean ride-hailing software the first position.The purpose of this paper is to study the Kakao Taxi' platform, analyze its market strategy, diagnose the current situation, and study the future development direction, so as to provide reference for the development of its business activities.This paper takes Kakao Taxi' as the research object, using the basic theory of strategy management and marketing management, using SWOTO STP analysis, deeply analyzing the marketing environment and target market of Kakao Taxi'.In order to understand the current situation and problems of Kakao Taxi', we can make the O2O marketing strategy of Kakao Taxi'.Studies have shown that, with the widespread use of smartphones, modern technology is gradually developing, which brings opportunities for the development of Kakao Taxi'; microenvironment,Because Kakao Taxi' relies on Kakao talk, which has the first market share in Korean communication software, it is convenient for it to open and occupy the market share of O2O ride-hailing platform.Then, after subdividing the target market according to different age, time period and consumer demand, this paper defines the target market as the target market for young people, workers, tourists, and suburban residents. Finally, the target market is selected according to the above contents.At the same time, this paper explains the synergetic effect of Kakao Taxi' in four aspects: commodity, price, channel and promotion (4P), and starts from three aspects: management system, enterprise culture and human resource management to ensure its effective implementation.Break through the bottleneck of enterprise development, maintain competitive advantage.Finally, this paper uses the biggest social software Kakao talkin Korea, the target object choice, through the marketing four elements "4Ps marketing activity" to expand the marketing effect, and through the safeguard management system, the enterprise culture,Human resources system to improve Kakao Taxi' marketing strategy effective implementation of four angles to put forward relevant suggestions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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