基于用户感知的共享单车企业营销策略研究

With the rapid development of bike-sharing, the bike-sharing companies are figuring out new plans on marketing schemes and strategies and new designs of pricing mechanisms, in order to stimulate the users’ perceptions, train their traveling habits and eventually influence their traveling behaviors. Based on the user experience and perception perspective, this project first analyzes and refines the essential characteristics and key elements of the user travel behavior and provides theoretical models within the utility framework. Then, based on various practices of bike-sharing marketing, this project analyzes the effects of the representative cases, summarizes the marketing factors, and compares the profits of different marketing strategies within different contexts. Further, we propose the optimal strategies by incorporating the bike-sharing products and marketing promotions when facing the users with different traveling demand and perceptions. Finally, we explore the impact mechanism of bike-sharing marketing strategy on user travel behavior and extract the value and efficiency of marketing strategy. This project will contribute to a useful expansion of the traditional marketing strategy to the bike-sharing industry, additionally, provide helpful guidance for business enterprises to deeply understand the needs of bike-sharing users and develop flexible marketing strategies.

随着共享单车的飞速发展，共享单车企业如何利用营销活动的策划、定价机制的设计和营销策略的制定来刺激用户感知、影响用户出行行为是目前一个亟待解决的问题。本项目拟从共享单车典型场景出发，基于用户体验与感知的视角，分析并提炼用户出行行为的本质特征和关键因素，分别从体验和决策的角度对用户的出行效用进行建模；从共享单车营销实践着手，分析代表性案例的实施效果，归纳营销要素，结合企业的产品设计与价格机制，对比不同营销策略给企业带来的收益变化；剖析当用户具有不同出行需求和差异化感知时，共享单车企业营销活动和单车产品的联合最优质量与价格决策；进而探究共享单车企业的营销策略对用户出行行为及企业产品定价的影响机理，挖掘营销策略的价值和效率。本项目的开展将有助于传统营销策略向共享单车行业的拓展，对企业挖掘用户需求，制定灵活的营销策略具有较强的指导意义。

随着共享单车的飞速发展，共享单车企业如何利用营销活动的策划、定价机制的设计和营销策略的制定来刺激用户感知、影响用户出行行为是目前一个亟待解决的问题。本项目拟从共享单车典型场景出发，基于用户体验与感知的视角，分析并提炼用户出行行为的本质特征和关键因素，分别从体验和决策的角度对用户的出行效用进行建模；从共享单车营销实践着手，分析代表性案例的实施效果，归纳营销要素，结合企业的产品设计与价格机制，对比不同营销策略给企业带来的收益变化；剖析当用户具有不同出行需求和差异化感知时，共享单车企业营销活动和单车产品的联合最优质量与价格决策；进而探究共享单车企业的营销策略对用户出行行为及企业产品定价的影响机理，挖掘营销策略的价值和效率。本项目的开展将有助于传统营销策略向共享单车行业的拓展，对企业挖掘用户需求，制定灵活的营销策略具有较强的指导意义。