本文選題：共享經(jīng)濟 + 共享單車��； 參考：《武漢紡織大學(xué)》2017年碩士論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展,城市交通堵塞成為了影響人們出行的頑疾,不但對個人工作、生活造成了效率影響,而且由于大量轎車的尾氣排放,對城市空氣造成了較為嚴(yán)重的污染,資源的使用效率也十分低下。共享經(jīng)濟模式正是在這一背景下在我國快速發(fā)展起來,如滴滴打車、滴滴專車、神州專車等。雖然滴滴打車、滴滴專車、神州專車等提高了轎車的資源使用效率,但是并沒有解決最后一公里的出行困難。共享單車正是基于這一背景,提出了“打通最后一公里”營運理念,倡導(dǎo)綠色、低碳、健康出行,準(zhǔn)確擊中了消費者的痛點。共享單車作為一種新事物在我國出現(xiàn),目前在處于起步階段,運營商為了迅速的占領(lǐng)市場,在運營模式、市場管理、營銷策略等方面都比較混亂,因此,本文研究的目的在于總結(jié)共享單車現(xiàn)有的運營經(jīng)驗,分析運營模式、營銷模式存在的不足,為行業(yè)發(fā)展提供進一步改進措施,以指導(dǎo)共享單車實現(xiàn)健康、快速的發(fā)展,最大程度地降低運營風(fēng)險。本文以摩拜科技有限公司共享單車的營銷策略研究為例,運用文獻分析法、案例研究法、SWOT分析法進行研究分析,擬從以下六個章節(jié)進行研究:第一章為緒論,介紹了論文的三種研究方法,分析了摩拜共享單車的研究背景及意義。第二章為研究綜述,論文回顧了共享經(jīng)濟的起源、運營模式、商業(yè)模式變革、典型實踐與共享單車的起源、發(fā)展和社會貢獻。第三章主要從摩拜單車的盈利模式、用戶監(jiān)督機制、專利技術(shù)、營銷策略方面分析了摩拜單車的業(yè)務(wù)發(fā)展現(xiàn)狀和營銷策略存在的問題。第四章從宏觀環(huán)境、行業(yè)環(huán)境、競爭對手和SWOT方面分析了摩拜單車面臨的內(nèi)外部環(huán)境和未來戰(zhàn)略發(fā)展方向。第五章從摩拜單車STP戰(zhàn)略、產(chǎn)品策略、定價策略、渠道策略、促銷策略方面提出了營銷組合策略的改進措施與方案。研究結(jié)論認為,摩拜單車要進一步調(diào)整市場定位,要從產(chǎn)品策略、定價策略、渠道策略、促銷策略四個方面進行系統(tǒng)思考和改進,進一步完善摩拜單車的市場營銷策略。
[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.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F572.6;F274

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本文編號：2095985