【作者】 李学民；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【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。更多还原

【Abstract】 With the development of information technology in China,smart phones also obtained great popularity in our country,combined with countries proposed the new thought of "Internet +","Taxi Appoint on Net ",this epoch-making product has been worked out.Stimulate and consolidate the habits of users to call a car on net depend on "burn money" this simple way for a long time.Each platform with poor profitability,low customer loyalty and low viscosity.Because it is something new,there are few research for Taxi Appoint on Net that can not give rich content for people’s reference.On the domestic marketing strategy research about Taxi Appoint on Net platform can not only enrich the existing research results,can also be certain reference for the marketing activity of the industry of Taxi Appoint on Net,make its better development,and become the social people travel on a new kind of conventional way of trip mode of people.This article usethe China’s largest Taxi Appoint on Net platform that called "drops travel" as the research object,first,through the questionnaire survey and a lot of reading literature system of material collecting,and analyzing the collected data and text processing,points out some problem of "drops travel" Taxi Appoint on Net platform at now.And its strengths,weaknesses,opportunities and threats were analyzed in order to better find problems and solve problems.Then in the current market situation,the policy environment to the STP strategy,make them more comprehensive product line,segmentation and positioning more accurate.Through research and summary,and put forward the new product portfolio and market segmentation strategy,including: Didi senior VIP tailored cars(Didi Lizhuan),Didi high-end business tailored car(Didi Shangzhuan),Didi ordinary tailored car(Didi Puzhuan),as well as to upgrade and expand the target market positioning of Didi quick car and Didi carpool.In addition also formulated the relevant marketing strategy,try to solve the "Didi travel" is facing such as drivers,passengers,loyalty is not high,the simple profit model and poor profitability,single excitation mode,no more comprehensive to meet demand.The relevant marketing strategies mainly include to implement the environment of emotion marketing strategy,crossover marketing strategy,product value-added marketing strategy,and integrated relevant industry interests marketing strategy so on.更多还原