以嘀嘀打车为例的营销策略分析

北京科技大学本科生毕业设计（论文）-I-摘要随着国内电子商务的快速发展，一大批的手机APP软件都开始进入我们的视野，这些软件的功能越来越强大，涉及了金融、生活、学习、工作、交通、旅游等各个方面。但是与此同时越来越多的手机垃圾软件也应运而生，由于市场的监管的考验以及盈利模式的模糊,以及手机支付的推广，越来越多的手机APP陷入了困境，整个手机软件行业正在酝酿着一次十分彻底的变革。本文通过对于新时代的手机APP软件“滴滴打车”运营策略的研究，分析如今手机打车软件的发展优势和给市场带来的便利和问题，提出打车软件已有固疾的解决策略，为当今的APP软件的应用指导方向，为了手机软件的生活普及化，多样化奠定坚实的基础。最后，通过嘀嘀打车案例分析，以及与主要竞争对手快的打车相对比，得到其运营策略，为打车APP行业的盈利提供了更多可能。关键词：手机软件；嘀嘀打车；盈利模式；发展优势；手机支付北京科技大学本科生毕业设计（论文）-II-AnAnalysisMethodofMarketingStrategyforDidiTaxiAbstractWiththerapiddevelopmentofthedomesticelectroniccommerce,alargenumberofmobilephoneAPPsoftwarearebeginningtoenterourfieldofvision,thesoftwarefunctionismoreandmorepowerful,relatestothevariousfinancial,life,study,work,traffic,tourismetc..Butatthesametime,moreandmoremobilephonespamalsoemergeasthetimesrequire,duetomarketregulationtestandfuzzyprofitmodel,aswellasthepromotionofmobilephonepayment.MoreandmoremobilephoneAPPshouldbemadeintoadilemma,themobilephonesoftwareindustryismakingaverythoroughreform.Inthispaper,throughtheresearchforanewgenerationofmobilephonesoftwareAPPdropsoftaxioperationstrategy,theadvantagesforthedevelopmentofmobilephonesoftwarecanbeanalyzed,withtheconvenienceandproblemforthemarket.Therefore,asoftwareforchronicdiseasestrategieswasputforward,togetherwithapplicationguidancefortoday'sAPPsoftware,thathavebeenproposedtoplayasolidillnesscartsoftwaresolutionstrategyfortodayguidethedirectionoftheAPPapplicationsoftwareformobilephonesuniversallife,diversificationandlayasolidfoundation.Finally,accordingtotheanalysisfordiditaxiandthecomparisonformaincompetitors,itsoperationstrategyprovidesmorelikelytotakeataxiAPPindustryprofitability.北京科技大学本科生毕业设计（论文）-III-KeyWords：Mobilephonesoftware;Diditaxi;Profitmodel;Developmentadvantage;Mobilephonepayment北京科技大学本科生毕业设计（论文）-IV-目录摘要...................................................................................................................................IAbstract.....................................................................................................................................II引言..................................................................................................................................11概述.......................................................................................................................................21.1营销策略的定义........................................................................................................21.2App和手机支付的定义............................................................................................31.3国外打车软件的发展趋势.......................................................................................42“嘀嘀打车”及其运营模式...............................................................................................62.1“嘀嘀打车”的产生和发展....................................................................................62.2“嘀嘀打车”的运营模式现状................................................................................62.3“嘀嘀打车”的盈利模式........................................................................................73“嘀嘀打车”的发展优势及存在的问题..........................................................................83.1嘀嘀打车的发展优势................................................................................................83.2嘀嘀打车的积极作用..............................................................................................123.3嘀嘀打车存在的不足..............................................................................................123.4嘀嘀打车面临问题的解决对策.............................................................................133.4.1消除司机与司机之间的竞争......................................................................133.4.2积分等级累计制度.......................................................................................143.4.3严惩违规使用...............................................................................................144嘀嘀打车案例分析............................................................................................................154.1中国手机打车应用市场发展概况.........................................................................154.2嘀嘀打车分析..........................................................................................................16北京科技大学本科生毕业设计（论文）-V-4.3主要竞争着分析......................................................................................................184.4对比分析..................................................................................................................19结论................................................................................................................................20参考文献..........................................................................................................................21在学取得成果..............................................................................................................22致谢................................................................................................................................23北京科技大学本科生毕业设计（论文）-1-引言随着社会经济的发展，消费水平和层次也相应提高。消费者的消费不再满足于基本