北京小桔科技有限公司“滴滴出行”网约车平台营销策略研究

发布时间：2018-04-27 21:38

本文选题：滴滴出行 + 网约车　；参考：《吉林大学》2017年硕士论文

【摘要】：随着我国信息技术得到了极大的发展,智能手机也在我国得到了极大的普及,加上国家提出了“互联网+”的新思维,“网约车”这种划时代的产物登上历史舞台。而长期以来网约车激发和巩固用户使用习惯的营销策略基本就是靠“烧钱”这种单一的方式,各平台盈利能力较差,用户的忠诚度和粘性不高等问题突出。由于网约车是新鲜事物,当前国内对于网约车的相关研究并不多见,不能很好地给予丰富的内容以供参考。对国内网约车平台营销策略的研究不仅可以充实现有的研究结果,也可以给网约车行业的营销活动提供一定的参考,使其得到更好的发展,并成为社会上人们出行的一种新的常规方式。本文以我国最大的网约车平台“滴滴出行”做为研究对象,首先通过问卷调查和大量阅读相关文献进行系统的材料收集,并对收集的数据和文字进行处理分析,指出了“滴滴出行”网约车平台目前所面临的一些问题,又对其优势、劣势、机会和威胁进行了分析,以便于更好地发现问题并解决问题。然后又在当前的市场形势、政策环境下重新对其STP策略制定,使其产品线更加全面,细分和定位更加精准。通过研究和总结,提出了新的产品组合和市场细分策略,包括:滴滴高级礼宾专车(滴滴礼专)、滴滴高端商务专车(滴滴商专)、滴滴普通专车(滴滴普专),以及重新升级定位的滴滴快车和扩大目标市场的滴滴顺风车。除此之外还制定了相关的营销策略,尝试解决“滴滴出行”目前面临的诸如司机、乘客忠诚度不高,盈利模式单一且盈利能力较差,激发方式单一,没有更全面地满足用户需求等问题。制定的相关营销策略主要包括要实行情感场景化营销策略、跨界营销策略、产品增值营销策略、相关行业利益一体化营销策略等。
[Abstract]:With the great development of information technology in China, smart phones have also been greatly popularized in our country. In addition, the new thinking of "Internet" has been put forward by our country, and the epoch-making product of "car sharing on the net" has stepped onto the historical stage. For a long time, the marketing strategy to stimulate and consolidate the users' usage habits is based on the single way of "burning money". The profit ability of each platform is poor, the loyalty and stickiness of users are not high, and so on. Due to the fact that net-riding is a new thing, there are few researches on it in China at present, so it can not provide abundant contents for reference. The research on the marketing strategy of domestic ride-sharing platform can not only enrich the existing research results, but also provide a certain reference for the marketing activities of the net-ride-hailing industry, so that it can get better development. And become a social people travel a new routine way. In this paper, DiDi, the largest platform for ride-sharing in China, is taken as the research object. First of all, through questionnaire survey and reading a large number of related documents, the paper systematically collects materials, and analyzes the collected data and text processing. This paper points out some problems faced by "DiDi" network ride-sharing platform at present, and analyzes its advantages, disadvantages, opportunities and threats in order to find and solve the problems better. Then in the current market situation, the policy environment to re-establish its STP strategy, to make its product line more comprehensive, subdivision and positioning more accurate. Through the research and summary, put forward the new product combination and market segmentation strategy, It includes: Didi Advanced Concierge (Didi Gift), Didi High end Business (Didi), Didi ordinary (Didi Pu), as well as the upgrade of the Didi Express Taxi and the expansion of the target market. In addition, it has also developed relevant marketing strategies to try to solve the problems "DiDi" currently faced, such as the driver, the low loyalty of passengers, the single profit model and poor profitability, and the single way to stimulate it. Not more comprehensive to meet user needs and other issues. The related marketing strategies mainly include affective scene marketing strategy, cross-border marketing strategy, product value-added marketing strategy, related industry interests integration marketing strategy and so on.
【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】：F724.6;F572;F274

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