Study On The Marketing Strategy Of "Didi Trip" Network Of Bei Jing XiaoJu Technology Co.,LTD

With the development of information technology in China,smart phones also obtained great popularity in our country,combined with countries proposed the new thought of "Internet +","Taxi Appoint on Net ",this epoch-making product has been worked out.Stimulate and consolidate the habits of users to call a car on net depend on "burn money" this simple way for a long time.Each platform with poor profitability,low customer loyalty and low viscosity.Because it is something new,there are few research for Taxi Appoint on Net that can not give rich content for people's reference.On the domestic marketing strategy research about Taxi Appoint on Net platform can not only enrich the existing research results,can also be certain reference for the marketing activity of the industry of Taxi Appoint on Net,make its better development,and become the social people travel on a new kind of conventional way of trip mode of people.This article usethe China's largest Taxi Appoint on Net platform that called "drops travel" as the research object,first,through the questionnaire survey and a lot of reading literature system of material collecting,and analyzing the collected data and text processing,points out some problem of "drops travel" Taxi Appoint on Net platform at now.And its strengths,weaknesses,opportunities and threats were analyzed in order to better find problems and solve problems.Then in the current market situation,the policy environment to the STP strategy,make them more comprehensive product line,segmentation and positioning more accurate.Through research and summary,and put forward the new product portfolio and market segmentation strategy,including: Didi senior VIP tailored cars(Didi Lizhuan),Didi high-end business tailored car(Didi Shangzhuan),Didi ordinary tailored car(Didi Puzhuan),as well as to upgrade and expand the target market positioning of Didi quick car and Didi carpool.In addition also formulated the relevant marketing strategy,try to solve the "Didi travel" is facing such as drivers,passengers,loyalty is not high,the simple profit model and poor profitability,single excitation mode,no more comprehensive to meet demand.The relevant marketing strategies mainly include to implement the environment of emotion marketing strategy,crossover marketing strategy,product value-added marketing strategy,and integrated relevant industry interests marketing strategy so on.