| In recent years,the increasing use of cars to promote the development of automobile industry,but also caused traffic congestion and environmental pollution and other issues.Some governments try to solve the problem by limiting the number of buyers,but they can not get a cure.On one hand,the concept of car sharing,which is lightly owned and valued for use,has been gradually popularized and is increasingly valued by the government and enterprises as one of the possible ways to cure the problem.With the gradual transition of the world economy from a product economy to a service economy,automakers have been able to establish long-lasting and stable relationships with their customers in this environment so as to enhance their core competitiveness and start exploring ways to shift from product-oriented manufacturing manufacturers to Customer-centric service-oriented manufacturers change.In the face of the popularization of car sharing and the transformation and upgrading of product service system,how to combine the two to meet the market challenge is the key problem to be solved.In this paper,the following research is carried out:First of all,by referring to and researching the field of car sharing of 12 car companies,the paper divides them into two categories and selects four representative enterprises to conduct multi-case analysis from the perspective of key resources,key activities and key cooperation..Secondly,from the perspective of automobile manufacturers,based on the above multi-case study,we established a canvas of business models for the existing business models of product service systems dominated by two car manufacturers and interpreted the possible business model canvases for car makers in the future.On the basis of this,we construct a corresponding system structure and analyze its value transfer and exchange.Finally,based on the UTAUT2 model,based on the present situation of the car sharing and the characteristics of consumers,a theoretical model of consumers' willingness to participate in the car was formed.Empirical research was carried out by SPASS 22.0 software,Willingness to participate in the factors.After research,there are two main shared business models dominated by car manufacturers at present: the travel service operator business model and the travel service manufacturer business model.At the same time,this study proposes that the smart mobile travel solutions to business model may be the future car manufacturers to develop the car sharing trend.The system structure corresponding to the three business models is the supply chain structure,the star structure and the ring structure.Through the analysis of the value exchange of the system structure of the three structures,the author finds that to meet the individual needs of consumers and enhance the consumers' benefits is to increase the whole The key to the value of the system network.Empirical analysis shows that positive factors affect consumers to participate in car sharing are: perceived value(convenience;pleasure),subjective norms,expected performance,price value;and risk commitment has a significant negative impact on the willingness to participate.In addition,the characteristics of travelers(whether there is a car or not,whether there is a network experience and the average daily travel time)have a regulatory effect on the relationship between expected performance,perceived value and price potential,and the willingness to use.Customers who don't have cars,network car experience and daily average travel time is greater than 45 mins effect stronger.So car manufacturers can target their customers when they share their cars with passengers who do not have private cars and have an average daily travel time.Expand the layout of outlets and enhance infrastructure construction to enhance the convenience and hedonism of consumers;enhance the promotion of car sharing and enhance consumers 'green travel awareness;and setting reasonable prices are all important ways to enhance consumers' willingness to use. |
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