滴滴出行市场营销策略研究

本科论文

摘 要

随着互联网技术的发展与成熟，共享经济出现在我们的视野中。共享经济的发展很大程度带动了我国经济的增长。互联网可以将分散的资源进行有效地整合，而共享经济会有效地配置这些资源。可以说共享经济带动了众多行业的发展，它已经融入到我们的生活中，影响着人们的衣食住行。

在共享经济的背景下，网约车的出现极大程度的影响了人们的出行方式，有效地解决打车难的问题。而滴滴出行作为最具代表性的企业在不断的改革中存留下来，但在发展中依然存在问题。本文就对滴滴出行市场营销策略进行研究，结合大量文献资料对滴滴出行营销环境做出分析，研究滴滴出行营销策略存在的不足并提出优化对策，为更多相关企业提供可参考的意见和建议。

关键词：共享经济；滴滴出行；营销策略 本科论文

Abstract

With the development and maturity of Internet technology, sharing economy appears in

our vision. The development of sharing economy has greatly promoted the economic growth

of our country. The Internet can integrate the scattered resources effectively, and the sharing

economy can allocate these resources effectively. It can be said that the sharing economy has

driven the development of many industries, it has been integrated into our lives, affecting

people's food, clothing, shelter and transportation.

In the context of sharing economy, the emergence of ride-hailing has greatly affected

the way people travel, effectively solve the problem of taxi difficulty. As the most

representative enterprise, Didi chuxing has survived the continuous reform, but there are still

some problems in its development. In this paper, the marketing strategy of Didi Chuxing is

studied, the marketing environment of Didi chuxing is analyzed with a lot of literature, the

shortcomings of Didi chuxing marketing strategy are studied and the optimized

countermeasures are put forward, to provide more relevant enterprises with reference to the

views and recommendations.

Key words：sharing economy；Didi travel；marketing strategy本科论文

目 录

第1章 绪论 .............................................................................................................................. 1

1.1 研究背景 ............................................................................................................................. 1

1.2 国内外研究现状 ................................................................................................................. 1

1.2.1 国内研究现状 .................................................................................................................. 1

1.2.2 国外研究现状 .................................................................................................................. 1

1.3 研究内容及方法 ................................................................................................................. 1

1.3.1 研究内容 .......................................................................................................................... 2

1.3.2 研究方法 .......................................................................................................................... 2

1.4 研究目的及意义 ................................................................................................................. 2

第2章 相关理论概述 .............................................................................................................. 3

2.1 相关概念 ............................................................................................................................. 3

2.1.1 打车软件 .......................................................................................................................... 3

2.1.2 市场营销策略 .................................................................................................................. 3

2.2 相关理论 ............................................................................................................................. 3

2.2.1 PESTLE分析 .................................................................................................................... 3

2.2.2 网络营销内部结构与公众模型分析 .............................................................................. 3

2.2.3 SWOT分析 ....................................................................................................................... 3

2.2.4 4C营销理论 ..................................................................................................................... 3

第3章 滴滴出行市场营销环境分析 ...................................................................................... 5

3.1 滴滴出行市场宏观环境分析 ............................................................................................. 5

3.1.1 政治因素分析 .................................................................................................................. 5

3.1.2 经济因素分析 .................................................................................................................. 6

3.1.3 社会因素分析 .................................................................................................................. 6

3.1.4 技术因素分析 .................................................................................................................. 6