Strategy Analysis Of DiDi Private Car Service

Food, clothing, shelter, travel are basic human needs, with the development of mobile internet, smartphones and other terminal equipment become popular, mobile positioning technology upgrade, at the historic moment, mobile taxi booking software arises and develops rapidly. Currently, domestic competitive landscape of private car service, DiDi ranks first, which accounts for more than 80% of market share, followed by Uber, ShenZhou, YiDao with their respective advantages.Choosing private car service as the theme of the research, which is one of the hottest topics. Combined with development present situation, surveying the platform users by questionnaire, analyzing the competitive landscape of private car service, and competition environment from multiple perspectives. Then, putting forward competitive strategy suggestions. DiDi should grasp the development of mobile internet opportunity, cooperate with policy changes, and avoid competition threat. Finally, DiDi will realize the strategic target of "make your every trip memorable".(1) through the platform user survey found that, passengers’satisfaction for private car service is very high, they value the convenience of it, passengers are price sensitive; Well, the most important purpose of drivers to choose private car platform is to make money, the second purpose is hobbies or to kill time and other factors. However, drivers are more discontent with private car service than passengers, especially for location service and navigation function, next, orders, rewards, customer service. In comparison, drivers are more familiar with competitive activities than passengers, because passengers are more dispersedly.(2) Through the PEST analysis method, we can see the external environment of private car service. Currently, the economic environment and technology environment are good, but policy environment and social environment are poor. Due to the legalization of private car service problems and taxi industry reform also in difficult, the enthusiasm of drivers come under attack. The policy for private car service is still in consultation stage, although some local governments are trying to take some measures.(3) Found through the five-force competition model, private car service need to adjust the price or subside users in order to balance the bargaining power between the supplier (driver) and the buyer (passenger). At the same time, DiDi should alert to the threat of substitutes and potential entrants, and it has to capture the opportunity of development of mobile internet and sharing economy. The most important thing is to improve their core competitiveness, in order to reduce the competitiveness of the current competitors in the industry.(4) Using the SWOT method to analyze the strategy environment of DiDi private car service platform, DiDi should give full play to local advantages, seize the customer’s pain point, and complete the management system of drivers and passengers. Put user experience in the first place, cooperate with relevant government departments actively, make suggestions of travel areas, and avoid policy risk and threat of competitors.(5) In conclusion, based on the survey found that DiDi private car service platform has many problems, and the external and internal environment, combined with the existing business strategies, put forward a relatively complete competition strategy planning, in four stages:strategy target - strategy choice - strategy implementation - strategy security. In order to achieve the target of "make your every trip memorable",choosing the cost leadership, differentiation, concentration and cooperative competition, improve the core competitiveness strategies, from product, marketing, management, service aspects, with human resources, credit system and capital reserves to ensure the implementation of strategy.