The Research Of The Strategy Of Mobike Technical Limited Company About Bike-Sharing

With the rapid development of China's economy,urban traffic congestion has become the impact of people travel ills,not only for personal work and life caused by the efficiency of the impact,and because a large number of car exhaust emissions,the city caused a more serious air pollution,Use efficiency is also very low.Sharing the economic model is in this context in the rapid development of our country,such as the Didi taxi,Didi car,Shenzhou car and so on.Although the Didi taxi,Didi car,Shenzhou car to improve the efficiency of the use of cars,but did not solve the last mile trip difficult.Sharing the bike is based on this background,put forward the "link the last mile" operating concept,advocate green,low carbon,healthy travel,accurately hit the pain of consumers.Sharing the bike as a new thing in our country,is currently in the initial stage,the operator in order to quickly occupy the market,in the operation mode,market management,marketing strategy and so on are more chaotic,therefore,the purpose of this study is to sum up the sharing of bicycles The existing operational experience,analysis of operating mode,the lack of marketing model for the development of the industry to provide further improvement measures to guide the sharing of bicycles to achieve healthy and rapid development,the greatest extent possible to reduce operational risk.In this paper,the marketing strategy of bicycles sharing Mobike is taken as an example.The literature analysis,case study and SWOT analysis are used to study and study.The first six chapters are for the following six chapters: The first chapter is the introduction,The research background and significance of the shared bicycle.The second chapter is the summary of the research,the paper reviews the origin of the shared economy,business model,business model change,typical practice and shared bicycle origin,development and social contribution.The third chapter mainly analyzes the current situation of business development and the problems of marketing strategy from the aspects of profitability model,user supervision mechanism,patent technology and marketing strategy.The fourth chapter analyzes the internal and external environment and the future development direction of the motorcycle from the macro environment,the industry environment,the competitor and the SWOT.The fifth chapter puts forward the improvement measures and schemes of marketing mix strategy from STP strategy,product strategy,pricing strategy,channel strategy and promotion strategy.The conclusion is that the motorcycle should be further adjusted from the four aspects of product strategy,pricing strategy,channel strategy and promotion strategy,so as to further improve the marketing strategy of the Mobike.