摩拜科技有限公司共享单车的营销策略研究

发布时间：2018-07-04 11:48

本文选题：共享经济 + 共享单车　；参考：《武汉纺织大学》2017年硕士论文

【摘要】：随着中国经济的快速发展,城市交通堵塞成为了影响人们出行的顽疾,不但对个人工作、生活造成了效率影响,而且由于大量轿车的尾气排放,对城市空气造成了较为严重的污染,资源的使用效率也十分低下。共享经济模式正是在这一背景下在我国快速发展起来,如滴滴打车、滴滴专车、神州专车等。虽然滴滴打车、滴滴专车、神州专车等提高了轿车的资源使用效率,但是并没有解决最后一公里的出行困难。共享单车正是基于这一背景,提出了“打通最后一公里”营运理念,倡导绿色、低碳、健康出行,准确击中了消费者的痛点。共享单车作为一种新事物在我国出现,目前在处于起步阶段,运营商为了迅速的占领市场,在运营模式、市场管理、营销策略等方面都比较混乱,因此,本文研究的目的在于总结共享单车现有的运营经验,分析运营模式、营销模式存在的不足,为行业发展提供进一步改进措施,以指导共享单车实现健康、快速的发展,最大程度地降低运营风险。本文以摩拜科技有限公司共享单车的营销策略研究为例,运用文献分析法、案例研究法、SWOT分析法进行研究分析,拟从以下六个章节进行研究:第一章为绪论,介绍了论文的三种研究方法,分析了摩拜共享单车的研究背景及意义。第二章为研究综述,论文回顾了共享经济的起源、运营模式、商业模式变革、典型实践与共享单车的起源、发展和社会贡献。第三章主要从摩拜单车的盈利模式、用户监督机制、专利技术、营销策略方面分析了摩拜单车的业务发展现状和营销策略存在的问题。第四章从宏观环境、行业环境、竞争对手和SWOT方面分析了摩拜单车面临的内外部环境和未来战略发展方向。第五章从摩拜单车STP战略、产品策略、定价策略、渠道策略、促销策略方面提出了营销组合策略的改进措施与方案。研究结论认为,摩拜单车要进一步调整市场定位,要从产品策略、定价策略、渠道策略、促销策略四个方面进行系统思考和改进,进一步完善摩拜单车的市场营销策略。
[Abstract]:With the rapid development of China's economy, urban traffic jams have become a persistent problem affecting people's travel, not only to their personal work and life, but also to the exhaust emissions from a large number of cars. It has caused serious pollution to urban air, and the efficiency of using resources is also very low. It is under this background that the shared economy model has developed rapidly in China, such as Didi Taxi, Didi Premier Taxi, Shenzhou special car and so on. Although Didi Taxi, Didi Premier Taxi, Shenzhou special car and so on have improved the car resource efficiency, but has not solved the last kilometer travel difficulty. It is against this background that shared bikes have put forward the concept of "getting through the last kilometer", advocating green, low-carbon, healthy travel, and accurately hitting consumers' pain points. Sharing bicycle as a new thing appears in our country, at present in the initial stage, operators in order to quickly occupy the market, in the operation mode, market management, marketing strategy and other aspects are relatively confused, so, The purpose of this paper is to summarize the existing operation experience of shared bicycle, analyze the shortcomings of operation mode and marketing mode, and provide further improvement measures for the development of the industry, in order to guide the sharing bicycle to achieve healthy and rapid development. Minimize operational risk. This paper takes mobike Technology Co., Ltd as an example to study the marketing strategy of shared bicycle, using literature analysis method, case study method and SWOT analysis method to study and analyze the following six chapters: the first chapter is the introduction. In this paper, three research methods are introduced, and the research background and significance of mobike shared bicycle are analyzed. The second chapter is a summary of the research. The paper reviews the origin, operation mode, business model change, typical practice and the origin, development and social contribution of shared economy. The third chapter mainly analyzes the current situation of mobike business development and the problems of marketing strategy from the aspects of mobike profit model, user supervision mechanism, patent technology and marketing strategy. The fourth chapter analyzes the internal and external environment and the future strategic development direction of mobike from the macro environment, industry environment, competitors and SWOT. The fifth chapter puts forward the improvement measures and schemes of the marketing combination strategy from the aspects of mobike strategy, product strategy, pricing strategy, channel strategy and promotion strategy. The conclusion of the study is that mobike should further adjust its market orientation, and further improve the marketing strategy of mobike from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572.6;F274

【参考文献】