"More Than A Journey"-The Analyses Of The Business Model Of DiDi

In recent years,with people's increasing demand for convenient travel,and the rapid development of internet,big data and mobile payment and other technical," DiDi" as the representative of mobile travel platform was emerged."DiDi" in the fierce market competition,the big data was adopted to meet people's travel needs efficiently,changing the way people traveling.Business model describes the basic principles of how companies create value,deliver value and acquisition value.DiDi's business model was novel and unique,industries are quite different with the traditional business,and therefore,it is necessary to analyze the DiDi's business model.The paper is one of descriptive case papers of MBA.Through variety of ways,such as interviews with senior staff of "DiDi ",and practice surveys of passengers and drivers,and collect data by the internet,from different angles to collect first-hand information and data."DiDi" has occupied about 99% share of the domestic car market,and have a highly vitality."DiDi" has absolute advantages,and has grown into the market leader.The data related DiDi was analyzed by Business Model Canvas(BMC),nine basic building blocks(customer segments,value propositions,channels,customer relationship,revenue streams,key resources,key activities,key partnership,cost structure)was conduct a more intuitive description.DiDi's customers include passenger side and driver side,passenger side can be divided into white-collar workers,college students and young workers,the driver side can be divided into part-time drivers who support their family chauffeur,and drivers for companies.Its major customer relationships include passenger self-service and business assistant professional services."DiDi" to build a mobile travel platform,operation and promotion the platform is key activities,large and dominant market share data is the key resources.In order to achieve its "make travel better" value proposition,payment platform and mobile application platform through a third party to connect clients,to provide convenient service about cars.In order to increase the commission,advertising-based revenue sources,the company working with the WeChat,drivers,buses and car manufacturers,etc..However,the business management,Big Data technology development and operational costs are still relatively high,"DiDi" has not yet been able to achieve profitability."DiDi" business model also be affected by market competition,legal environment,and external factors such as technological innovation.The risks and challenges are further analyzed,it is suggested that the "DiDi" not only need to improve their service quality,enhancing the competitiveness,but also strive to the support of the relevant national policies.In this paper,"DiDi" business model was been intuitive described,and its core elements as interpreted.This paper can provide a reference to similar analyses for the network platform business models.