本文選題：共享單車(chē)企業(yè)　切入點(diǎn)：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(chē)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(chē)企業(yè)對(duì)經(jīng)營(yíng)管理模式進(jìn)行創(chuàng)新,通過(guò)將車(chē)輛投放成本轉(zhuǎn)為營(yíng)銷(xiāo)成本,解決了市場(chǎng)投放成本高的第一大難題;而閑時(shí)周轉(zhuǎn)率低這第二大難題也通過(guò)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(chǎng)準(zhǔn)入門(mén)檻低是新型共享單車(chē)企業(yè)所面臨的新難題。媒體化轉(zhuǎn)型不僅能有效應(yīng)對(duì)這些新難題,而且有助于進(jìn)一步拓展企業(yè)的盈利空間,可為共享單車(chē)企業(yè)帶來(lái)兩種盈利模式:一種是將單車(chē)分時(shí)租賃業(yè)務(wù)作為基礎(chǔ)性盈利模式,通過(guò)媒體化經(jīng)營(yíng)為用戶提供有價(jià)值的騎行策劃,以此提高單車(chē)的周轉(zhuǎn)率及品牌忠誠(chéng)度;另一種是將廣告業(yè)務(wù)作為主要盈利模式,以此拓展媒體化經(jīng)營(yíng)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(guó)傳媒大學(xué)廣告學(xué)院;
【分類號(hào)】：F570.5;F572;F724.6
，

本文編號(hào)：1619640