本文選題：‘Kakao + Taxi’　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：隨著日益變化的現(xiàn)代技術(shù),以O(shè)2O商業(yè)模式為基礎(chǔ)的打車方式也迎來了變革。只要一個手機(jī)軟件,我們再也不用在寒冷冬天的屋外等著不知何時駛來的出租車,還能看到出租車的所處方位與司機(jī)信息。其中,‘Kakao Taxi’是‘Daum Kakao’在2015年3月推出的打車服務(wù)軟件�！甂akao Taxi’通過移動設(shè)備有效連接乘客與司機(jī)的服務(wù)軟件,雖然推出不到2年,卻已經(jīng)穩(wěn)穩(wěn)坐實(shí)韓國打車軟件第一位的位置。本文旨在研究‘Kakao Taxi’平臺,分析它的市場策略,診斷目前狀態(tài),并研究以后的發(fā)展方向,為其商業(yè)活動的開展提供借鑒。本文以韓國‘Kakao Taxi’打車軟件為研究對象,利用策略管理與市場營銷管理的基本理論,運(yùn)用SWOT、STP分析,深入分析‘Kakao Taxi’的市場營銷環(huán)境與目標(biāo)市場,從而了解‘Kakao Taxi’的現(xiàn)狀與問題,以此制定‘Kakao Taxi’的O2O市場營銷策略。研究表明:宏觀環(huán)境方面,隨著智能手機(jī)的普遍使用,現(xiàn)代技術(shù)逐漸在發(fā)展,這也為‘Kakao Taxi’的發(fā)展帶來了機(jī)會;微觀環(huán)境方面,由于‘Kakao Taxi’依靠在韓國通信軟件中市場占有率第一位的Kakao talk為平臺,為它打開并占據(jù)O2O打車平臺的市場占有率帶來了便利。然后,本文根據(jù)不同年齡、時間段、消費(fèi)者需求細(xì)分目標(biāo)市場后,將年輕人、職場工作者、旅游者、郊區(qū)居住者(last one mile)定為目標(biāo)市場,最后再根據(jù)以上內(nèi)容選擇目標(biāo)市場。同時,本文解釋了‘Kakao Taxi’在商品、價格、渠道、促銷(4P)等四個方面中的協(xié)同作用,并且從管理制度、企業(yè)文化、人力資源管理等三個層面入手,保障其有效實(shí)施,突破企業(yè)發(fā)展的瓶頸,保持競爭優(yōu)勢。最后本文從利用韓國最龐大的社交軟件Kakao talk、目標(biāo)對象選擇、通過市場營銷四要素“4Ps營銷活動”來擴(kuò)大化營銷效果和通過保障管理制度、企業(yè)文化、人力資源系統(tǒng)來完善‘Kakao Taxi’的營銷策略有效實(shí)施等四個角度提出相關(guān)建議。
[Abstract]:With the ever-changing modern technology, the O-2O-based taxi-hailing mode has also ushered in a revolution.As long as a mobile phone software, we no longer have to wait outside the cold winter house for a taxi that we don't know when to come, and we can also see the location of the taxi and the driver's information.Kakao Taxi', a ride-hailing service launched by Daum Kakao' in March 2015, effectively connects passengers and drivers via mobile devices, although it was launched less than two years ago.But has been firmly seated in the South Korean ride-hailing software the first position.The purpose of this paper is to study the Kakao Taxi' platform, analyze its market strategy, diagnose the current situation, and study the future development direction, so as to provide reference for the development of its business activities.This paper takes Kakao Taxi' as the research object, using the basic theory of strategy management and marketing management, using SWOTO STP analysis, deeply analyzing the marketing environment and target market of Kakao Taxi'.In order to understand the current situation and problems of Kakao Taxi', we can make the O2O marketing strategy of Kakao Taxi'.Studies have shown that, with the widespread use of smartphones, modern technology is gradually developing, which brings opportunities for the development of Kakao Taxi'; microenvironment,Because Kakao Taxi' relies on Kakao talk, which has the first market share in Korean communication software, it is convenient for it to open and occupy the market share of O2O ride-hailing platform.Then, after subdividing the target market according to different age, time period and consumer demand, this paper defines the target market as the target market for young people, workers, tourists, and suburban residents. Finally, the target market is selected according to the above contents.At the same time, this paper explains the synergetic effect of Kakao Taxi' in four aspects: commodity, price, channel and promotion (4P), and starts from three aspects: management system, enterprise culture and human resource management to ensure its effective implementation.Break through the bottleneck of enterprise development, maintain competitive advantage.Finally, this paper uses the biggest social software Kakao talkin Korea, the target object choice, through the marketing four elements "4Ps marketing activity" to expand the marketing effect, and through the safeguard management system, the enterprise culture,Human resources system to improve Kakao Taxi' marketing strategy effective implementation of four angles to put forward relevant suggestions.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F49

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1 金娜來;韓國‘Daum Kakao’公司‘Kakao Taxi’營銷策略研究[D];吉林大學(xué);2017年

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本文編號：1752098