Research On Marketing Strategy Of 'Kakao Taxi' For Korean 'Daum Kakao' Company

Along with modern technological advances,the way to catch a taxi which basiced on the business model of O2O has met innovations.Now,it is possible to ask for taxi staying at a house,and even get the information of taxi drivers.‘Kakao Taxi'is a calling taxi platform and it was founded by Korean ‘Daum Kakao' group in March 2015.This service helps connect offline taxi drivers and customers in online effectively.Even though it has been less than 2 years ‘Kakao Taxi' appeared on the market,it already leads the O2O call taxi market.The article aims to study the‘Kakao Taxi' platform,analyze its marketing strategy,diagnose the present state,and study the direction of the future to provide reference for its business activities.This article takes ‘Kakao Taxi' online call-taxi platform as the study object,using the theories such as marketing management,strategy management,like STP,SWOT etc.to examine current situation and problem of ‘Kakao Taxi' in order to devise O2O marketing strategy.This article conducts analysis of the macro-environment and micro-environment,and SWOT analysis on ‘Kakao Taxi'.Studies have shown that,in terms of macro-environment,the playing field for‘Kakao taxi' has been provided with the popularization of smartphones and the advancement of modern technology.In terms of micro-environment,‘Kakao Taxi'succeeded to dominate the market in advance based on the Korean best messenger service ‘Kakao talk'.Second,this article segments the target market based on age,customer access time zone,and customer need.After that,selects the yong,employees,travler and last-one-mile dwellers as the target market,and lastly sets product positioning.Third,this article proposes Marketing Mix on ‘Kakao Taxi' inthe aspect of Product,Price,Place and Promotion(4P).At the same time,it designs support measures for ‘Kakao Taxi' in three aspects: management system,corporate culture,human resource.At the end of the paper,I will give some suggestions from the use of south Korea's biggest social software kakao,the target selection,the use of 4ps which can expand marketing effect and safeguard manage system,the corporation of culture and human resource?...