本文選題：滴滴出行 + 品牌經(jīng)營��； 參考：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文

【摘要】：進(jìn)入移動互聯(lián)網(wǎng)時代,網(wǎng)絡(luò)正以前所未有的速度對傳統(tǒng)行業(yè)進(jìn)行改造升級,“互聯(lián)網(wǎng)+”已上升為國家戰(zhàn)略。大量企業(yè)開始觸網(wǎng),尋求將互聯(lián)網(wǎng)作為一種新的營銷領(lǐng)域、銷售渠道、信息交換方式。品牌是企業(yè)的核心價值和差異化優(yōu)勢所在。在一個信息高度發(fā)達(dá)、個性化產(chǎn)品和服務(wù)大量出現(xiàn)的互聯(lián)網(wǎng)環(huán)境下,信息鴻溝在加大。為了降低消費(fèi)風(fēng)險,消費(fèi)者對產(chǎn)品和服務(wù)的判斷更多地信任品牌力量�；ヂ�(lián)網(wǎng)企業(yè)更是如此。面對機(jī)遇與挑戰(zhàn),只有打造品牌核心競爭力,迅速贏得消費(fèi)者心理認(rèn)同,企業(yè)才能獲得長足發(fā)展。網(wǎng)約車服務(wù),是指依托網(wǎng)絡(luò)技術(shù)構(gòu)建線上服務(wù)平臺整合供需信息,線下使用符合條件的車輛和駕駛員,提供預(yù)約出租汽車服務(wù)的經(jīng)營活動。因其便捷、個性化、高品質(zhì)的服務(wù)模式,贏得了市場的認(rèn)可。然而,在行業(yè)迅猛發(fā)展的過程中,網(wǎng)約車企業(yè)品牌建設(shè)出現(xiàn)很多問題。本文以滴滴出行為研究對象,通過向乘客、網(wǎng)約車和傳統(tǒng)出租車司機(jī)、滴滴出行公司人員、行業(yè)主管部門人士等相關(guān)方就滴滴出行品牌經(jīng)營的相關(guān)問題發(fā)放調(diào)查問卷和座談進(jìn)行調(diào)研。據(jù)此分析指出了其存在的品牌定位不準(zhǔn)確、品牌形象辨識度低、品牌關(guān)系營銷不佳等三個問題;然后從行業(yè)、企業(yè)外部、企業(yè)自身角度進(jìn)行了成因分析,指出滴滴出行采取現(xiàn)有品牌策略是互聯(lián)網(wǎng)行業(yè)探索期的必然選擇,受競爭對手和投資方壓力影響,與其內(nèi)部管理相對滯后、對供給端管控力不足有關(guān)。在運(yùn)用SWOT模型對滴滴出行品牌進(jìn)行競爭態(tài)勢分析的基礎(chǔ)上,提出了明確品牌定位、重塑品牌形象、實(shí)施品牌延伸和加強(qiáng)品牌內(nèi)部管理等四項(xiàng)措施,為滴滴出行今后的品牌經(jīng)營和差異化戰(zhàn)略提供了一些參考和借鑒。
[Abstract]:Entering the era of mobile Internet, the network is transforming and upgrading the traditional industry at an unprecedented speed, and "Internet" has become a national strategy.A large number of enterprises began to contact the Internet, seeking to use the Internet as a new marketing field, sales channels, information exchange.Brand is the core value and differentiation advantage of enterprises.In a highly developed information, personalized products and services in a large number of Internet environment, the information gap is widening.In order to reduce consumer risk, consumers more trust brand power in the judgment of products and services.This is especially true of Internet companies.Faced with opportunities and challenges, only by building brand core competitiveness, quickly win consumer psychological identity, enterprises can get considerable development.Web-ride-sharing service refers to the business activities of constructing online service platform based on network technology to integrate supply and demand information, use qualified vehicles and drivers offline, and provide booking taxi service.Because of its convenient, personalized, high-quality service model, has won the recognition of the market.However, in the process of rapid development of the industry, there are a lot of problems in the brand construction of car-hailing enterprises.This article takes DiDi as the research object, through to the passenger, the net rides the car and the traditional taxi driver, DiDi company personnel,Industry authorities and other relevant parties to DiDi brand-related issues issued questionnaires and discussions.Based on the analysis, the author points out three problems, such as inaccurate brand positioning, low brand image identification, poor brand relationship marketing, and then analyzes the causes from the angle of industry, enterprise external, and enterprise itself.It is pointed out that DiDi's current brand strategy is an inevitable choice in the exploration period of the Internet industry, which is influenced by the pressure of competitors and investors, and is related to the relative lag of its internal management and insufficient control over the supply side.On the basis of using SWOT model to analyze the competitive situation of DiDi brand, this paper puts forward four measures, such as clear brand positioning, reshaping brand image, carrying out brand extension and strengthening brand internal management.DiDi for the future brand management and differentiation strategy to provide some reference and reference.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F572;F273.2
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本文編號：1757539