Analysis On Current Situation And Prospect Of Ofo In Sharing Economy

With the appearance of shared industry leaders such as Airbnb and Uber,the value of sharing economy has been widely recognized Judging from the current market competition pattern,only Mobike and ofo have been entered the market with a large scale.ofo bicycle is the first one pile-free shared bicycle brand in our country,who was founded in April 2014 and originated from student entrepreneurship project.ofo optimizes the school bike resources through Internet technology,creating a concept named "shared bicycle".ofo has successfully entered more than 200 colleges until February 2017,apart from this,it has been gradually settled in 33 cities.It has been becoming the largest and fastest-growing shared bicycle platform.At present,ofo connects 800,000 shared bicycles and deals with more than 100 million orders,who also provides a convenient travel services for more than 10 million users across the country.As of February 2017,ofo has been settled in 11 colleges in Wuhan and provided services for nearly 200,000 students and teachers.Because of the number of Wuhan's college students ranked first in the country researching the use status of ofo in Wuhan will be of great significance for the development of ofo.In consideration of development strategy of ofo,I start my research from two aspects of the product and users.For the product itself,I focus on optimization continuing to play product advantages and improve product defects.For user research mainly includes three aspects.Firstly I use Logit model and discrete count data model mining user characteristics and their frequency of using ofo bicycle.Then,I use Categorical Principle Components Analysis to research the potential users,so ofo platform can make facilitate target and effective marketing strategy.Finally,I use the web crawler technology to research public opinions of ofo,and analysis the current situation and development prospect of ofo from multi dimensions.In the course of the investigation,705 questionnaires were distributed,and the effective recovery rate was up to 93.62%.It means the effective recovery number was up to 660.Through the reliability and validity analysis of the survey data,the results showed that they all were greater than 0.7.The result means the degree of randomization was high,and the results were authentic.Subsequently,I use descriptive statistical analysis to get the satisfaction of ofo users and the usage intention of potential users.By using Logit model and Categorical Principle Components Analysis,I obtained the characteristics of ofo shared bicycle users and the reasons why some consumers don't use it.From the study result,I found ofo's target customer group is a group of people who have cycling habits and travel preferences for cycling.In addition,users in campus are generally satisfied with ofo,but not satisfied with the function of riding such as non car basket,the lock is too simple and other factors.On the whole,the survey displays 79%users are optimistic about the prospects of ofo,only about 21%users are not optimistic about the prospects of ofo.Finally,based on the above conclusions and ofo urban development plan,I propose the development of ofo from two aspects of product operation and profit.