【作者】 刘璐；

【导师】 张千帆；

【作者基本信息】 华中科技大学 ， 高级工商管理（专业学位）， 2020， 硕士

【摘要】 随着互联网经济的高速发展,传统交通一卡通行业面临前所未有的变革。用户习惯、政策环境、竞争态势都发生了很大变化,挑战与机遇并存。HN一卡通公司作为一家成立十年的传统一卡通公司,在这样的市场环境中何去何从,尤其是做什么不做什么,产品策略如何选择,才能在竞争中生存并壮大,是本文重点关注并希望解决的问题。为此,本研究首先对一卡通行业发展现状进行了分析,包括历史环境、行业政策、产品发展趋势和市场竞争趋势;然后对行业典型案例广州羊城通进行了分析。接下来通过对HN一卡通公司历史、环境、管理架构、财务指标、优劣势等分析,得出适合HN公司的实践可行产品。然后,通过对HN公司实践可行产品的深入数据模型分析,得出HN公司可行产品的波士顿矩阵。HN公司应该在交通卡产品上采取保持策略,稳定本地市场垄断地位。在区域一卡通产品上根据不同情况,选择发展策略或收割甚至是放弃策略,增强现有成熟产品横向市场拓展;同时,集中资源发掘有潜力的区域一卡通产品。而流量变现类产品,则应采取收割策略,基于现有产品,寻找更多的合作伙伴变现渠道。政府补贴类项目采取保持策略。最后,结合4Ps营销组合理论,从定价、渠道、促销方面提出了营销组合建议。更多还原

【Abstract】 With the rapid development of Internet economy,the traditional transportation card industry is facing unprecedented changes.Great changes have taken place in user habits,policy environment and competitive situation,with both challenges and opportunities.As a traditional one card company founded for ten years,HN one card company focuses on and hopes to solve the following problems: where to go in such a market environment,especially what to do and what not to do,how to choose product strategy,and how to survive and grow in the competition.For this reason,this study first analyzes the development status of the card industry,including the historical environment,industry policies,product development trends and market competition trends;then analyzes the typical case of Guangzhou Yangchengtong.Then through the analysis of the history,environment,management structure,financial indicators,advantages and disadvantages of HN card company,the practical and feasible products suitable for HN company are obtained.Then,through the in-depth data model analysis of practical feasible products of HN company,the Boston matrix of feasible products of HN company is obtained.HN company should maintain its strategy on the transportation card products and stabilize its monopoly position in the local market.In terms of regional one card products,according to different situations,choose development strategies or harvest or even give up strategies to enhance the horizontal market expansion of existing mature products;at the same time,concentrate resources to explore potential regional one card products.For flow realization products,harvesting strategy should be adopted to find more channels for partners to realize based on existing products.Government subsidy projects adopt the maintenance strategy.Finally,combined with 4Ps marketing mix theory,this paper puts forward marketing mix suggestions from the aspects of pricing,channel and promotion.更多还原