我国共享单车企业的经营管理模式创新及盈利模式探索

发布时间：2018-03-16 11:06

  本文选题：共享单车企业　切入点：经管模式创新　出处：《科技管理研究》2017年15期 　论文类型：期刊论文

【摘要】：传统共享单车企业所面临的两大难题阻碍其共享模式的大规模推广。新型共享单车企业对经营管理模式进行创新,通过将车辆投放成本转为营销成本,解决了市场投放成本高的第一大难题;而闲时周转率低这第二大难题也通过以用户为中心再造共享交易的全流程得以破解。然而,缺乏核心技术、市场准入门槛低是新型共享单车企业所面临的新难题。媒体化转型不仅能有效应对这些新难题,而且有助于进一步拓展企业的盈利空间,可为共享单车企业带来两种盈利模式:一种是将单车分时租赁业务作为基础性盈利模式,通过媒体化经营为用户提供有价值的骑行策划,以此提高单车的周转率及品牌忠诚度;另一种是将广告业务作为主要盈利模式,以此拓展媒体化经营之路。
[Abstract]:The two major problems faced by the traditional shared bicycle enterprises hinder the large-scale promotion of the sharing mode. The new sharing bicycle enterprises innovate the management mode by changing the cost of vehicle delivery into the marketing cost. Solved the first problem of high market cost; the second biggest problem of low idle time turnover was solved by reengineering the whole process of sharing transactions with users. However, there is a lack of core technology. The low threshold for market access is a new challenge for new sharing cyclists. Media transformation can not only effectively deal with these new challenges, but also help to further expand the profitability of enterprises. It can bring two kinds of profit models for shared bicycle enterprises: one is to take the bicycle time-sharing business as the basic profit model, to provide valuable riding planning for users through media management, so as to improve the cycle turnover rate and brand loyalty; The other is the advertising business as the main profit model, so as to expand the road to media management.
【作者单位】： 中国传媒大学广告学院;
【分类号】：F570.5;F572;F724.6
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本文编号：1619640