Research On The Cross-border Marketing Strategy Of Didi Chuxing

In 2017,the value of the sharing economy in China has reached 5.722 trillion yuan,and the sharing economy has diversified into various industries including food,clothing,housing,and transportation.However,after a brief and prosperous period,the sharing market has begun to cool down with a slowing growth rate.According to incomplete statistics,a total of 26 sharing-economy companies closed or terminated their services in2017.Factors like the evolution of sharing-economy policies and the growing consumer demands have directly led to the intensified competition in the field of sharing travel.As a leading company in sharing travel,DiDi has suffered from slower growth and lower user activity.Bike sharing and other transportation sharing modes are constantly occupying the travel market,suppressing DiDi's development.Changes and cross-border integration are necessary to adapt to development of the new era.Cross-border activities has become a new way of DiDi's brand marketing.As a top player in car sharing in China,the time when DiDi expanded its user list using the "red packets"(user allowance)has passed.Maintaining users and meeting their needs with improved brand image,innovation,and extra values has recently been the main task of DiDi,for which cross-border marketing makes a potential solution.Research on DiDi's cross-border marketing strategies can offer implications for other sharing industries.Based on theories of brand image,cross-border marketing,and experience marketing,this thesis,this thesis conducts in-depth research on the current status of DiDi's cross-border marketing.This thesis includes six chapters.The first chapter introduces the previous studies in China and foreign countries as well as highlights of this study;the second elaborates the theory and concepts applied in the thesis;the environment and status of DiDi's cross-border marketing are analyzed in the third chapter;the fourth includes the questionnaires into this study and discusses the advantages and problems of the Di Di's cross-border marketing;the potential ways for solving the aforementioned problems are discussed in Chapter Five;Chapter Six summarized the thesis.