本文選題：共享單車企業(yè)　切入點：經(jīng)管模式創(chuàng)新　出處：《科技管理研究》2017年15期 　論文類型：期刊論文

【摘要】：傳統(tǒng)共享單車企業(yè)所面臨的兩大難題阻礙其共享模式的大規(guī)模推廣。新型共享單車企業(yè)對經(jīng)營管理模式進行創(chuàng)新,通過將車輛投放成本轉(zhuǎn)為營銷成本,解決了市場投放成本高的第一大難題;而閑時周轉(zhuǎn)率低這第二大難題也通過以用戶為中心再造共享交易的全流程得以破解。然而,缺乏核心技術(shù)、市場準入門檻低是新型共享單車企業(yè)所面臨的新難題。媒體化轉(zhuǎn)型不僅能有效應對這些新難題,而且有助于進一步拓展企業(yè)的盈利空間,可為共享單車企業(yè)帶來兩種盈利模式:一種是將單車分時租賃業(yè)務作為基礎性盈利模式,通過媒體化經(jīng)營為用戶提供有價值的騎行策劃,以此提高單車的周轉(zhuǎn)率及品牌忠誠度;另一種是將廣告業(yè)務作為主要盈利模式,以此拓展媒體化經(jīng)營之路。
[Abstract]:The two major problems faced by the traditional shared bicycle enterprises hinder the large-scale promotion of the sharing mode. The new sharing bicycle enterprises innovate the management mode by changing the cost of vehicle delivery into the marketing cost. Solved the first problem of high market cost; the second biggest problem of low idle time turnover was solved by reengineering the whole process of sharing transactions with users. However, there is a lack of core technology. The low threshold for market access is a new challenge for new sharing cyclists. Media transformation can not only effectively deal with these new challenges, but also help to further expand the profitability of enterprises. It can bring two kinds of profit models for shared bicycle enterprises: one is to take the bicycle time-sharing business as the basic profit model, to provide valuable riding planning for users through media management, so as to improve the cycle turnover rate and brand loyalty; The other is the advertising business as the main profit model, so as to expand the road to media management.
【作者單位】： 中國傳媒大學廣告學院;
【分類號】：F570.5;F572;F724.6
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本文編號：1619640