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Uber(中国)的市场份额不断扩张,以及整个网约车行业的蓬勃生长,使我们有必要对其做相关研究。本文对Uber(中国)的营销策略进行探讨,发现其存在以下问题:司机服务的专业性问题;计价方式存在漏洞、价格补贴被叫停;未能做好与中国政府的关系营销等。针对这些营销问题,本文提出相应营销对策:建立健全司机培训、考核制度和评价体系;优化计价方式,转变优惠方式;积极与中国政府开展关系营销等。希望能为其在中国发展提供些许帮助,并最终为我国网约车企业未来发展提供借鉴。
Uber (China) market share continues to expand, as well as the entire network about the thriving growth of the car industry, making it necessary for us to do related research. This article discusses the marketing strategy of Uber China and finds out the following problems: the professional problem of driver service; the loopholes in pricing method, the suspension of price subsidy; and the failure to do the relationship marketing with the Chinese government. In view of these marketing problems, this article puts forward corresponding marketing countermeasures: establishing and perfecting driver training, appraisal system and evaluation system; optimizing pricing methods and changing preferential ways; actively engaging relationship marketing with Chinese government. Hoping to provide some help for its development in China and finally provide reference for the future development of our country’s network car companies.