滴滴出行品牌经营问题与策略研究

发布时间：2018-04-16 05:34

  本文选题：滴滴出行 + 品牌经营　； 参考：《河北经贸大学》2017年硕士论文

【摘要】：进入移动互联网时代,网络正以前所未有的速度对传统行业进行改造升级,“互联网+”已上升为国家战略。大量企业开始触网,寻求将互联网作为一种新的营销领域、销售渠道、信息交换方式。品牌是企业的核心价值和差异化优势所在。在一个信息高度发达、个性化产品和服务大量出现的互联网环境下,信息鸿沟在加大。为了降低消费风险,消费者对产品和服务的判断更多地信任品牌力量。互联网企业更是如此。面对机遇与挑战,只有打造品牌核心竞争力,迅速赢得消费者心理认同,企业才能获得长足发展。网约车服务,是指依托网络技术构建线上服务平台整合供需信息,线下使用符合条件的车辆和驾驶员,提供预约出租汽车服务的经营活动。因其便捷、个性化、高品质的服务模式,赢得了市场的认可。然而,在行业迅猛发展的过程中,网约车企业品牌建设出现很多问题。本文以滴滴出行为研究对象,通过向乘客、网约车和传统出租车司机、滴滴出行公司人员、行业主管部门人士等相关方就滴滴出行品牌经营的相关问题发放调查问卷和座谈进行调研。据此分析指出了其存在的品牌定位不准确、品牌形象辨识度低、品牌关系营销不佳等三个问题;然后从行业、企业外部、企业自身角度进行了成因分析,指出滴滴出行采取现有品牌策略是互联网行业探索期的必然选择,受竞争对手和投资方压力影响,与其内部管理相对滞后、对供给端管控力不足有关。在运用SWOT模型对滴滴出行品牌进行竞争态势分析的基础上,提出了明确品牌定位、重塑品牌形象、实施品牌延伸和加强品牌内部管理等四项措施,为滴滴出行今后的品牌经营和差异化战略提供了一些参考和借鉴。
[Abstract]:Entering the era of mobile Internet, the network is transforming and upgrading the traditional industry at an unprecedented speed, and "Internet" has become a national strategy.A large number of enterprises began to contact the Internet, seeking to use the Internet as a new marketing field, sales channels, information exchange.Brand is the core value and differentiation advantage of enterprises.In a highly developed information, personalized products and services in a large number of Internet environment, the information gap is widening.In order to reduce consumer risk, consumers more trust brand power in the judgment of products and services.This is especially true of Internet companies.Faced with opportunities and challenges, only by building brand core competitiveness, quickly win consumer psychological identity, enterprises can get considerable development.Web-ride-sharing service refers to the business activities of constructing online service platform based on network technology to integrate supply and demand information, use qualified vehicles and drivers offline, and provide booking taxi service.Because of its convenient, personalized, high-quality service model, has won the recognition of the market.However, in the process of rapid development of the industry, there are a lot of problems in the brand construction of car-hailing enterprises.This article takes DiDi as the research object, through to the passenger, the net rides the car and the traditional taxi driver, DiDi company personnel,Industry authorities and other relevant parties to DiDi brand-related issues issued questionnaires and discussions.Based on the analysis, the author points out three problems, such as inaccurate brand positioning, low brand image identification, poor brand relationship marketing, and then analyzes the causes from the angle of industry, enterprise external, and enterprise itself.It is pointed out that DiDi's current brand strategy is an inevitable choice in the exploration period of the Internet industry, which is influenced by the pressure of competitors and investors, and is related to the relative lag of its internal management and insufficient control over the supply side.On the basis of using SWOT model to analyze the competitive situation of DiDi brand, this paper puts forward four measures, such as clear brand positioning, reshaping brand image, carrying out brand extension and strengthening brand internal management.DiDi for the future brand management and differentiation strategy to provide some reference and reference.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572;F273.2
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本文编号：1757539