Study On Communication Model And Strategies Of Domestic Taxi-hailing Applications Based On Sharing Economy

In 2009,the first taxi-hailing application in the world — Uber,which means excellent step,came out in the United States.In 2011,the first cab-hailing application-Shake the car-went live in China.The emergence of these applications has changed the way people travel,and led the trend of sharing economy.In the meanwhile,taxi-hailing applications has gradually become a hot topic at home and abroad.This thesis aims to study the communication models and strategies of domestic taxi-hailing applications based on sharing economy from the perspective of communication.Sorting out and describing the development of several typical taxi-hailing apps in China,such as DIDI,Uber China,Yongche,UCAR,and analysing their communicators,audiences,messages,media and communication elements from the perspective of communication,this thesis puts forward the unique of these apps' communication progress,that is,almost balanced communicators;communication content mainly subsidised by prices: nearly zero-cost communication channel,and explained the necessity of constructing its transmission models.Combining with 5W model,Shannon-Weaver model,this thesis also constructs the communication model of domestic cab-hailing applications.This thesis analyses the communication strategy of the domestic taxi-hailing applications.This emerging industry realises its rapid access to users with subsidised marketing,takes localisation strategy to take root in the local market,launches brand awareness in cross-border marketing,and shares marketing with other products to keep themselves popular,and makes a theoretical discussion and demonstration.About all these mentioned above,this paper carries out theoretical discussion and illustrations.Lastly,this thesis puts forward suggestions for the deficiencies of the communication strategy of taxi-hailing applications in China.This industry should extend the market activity cycle appropriately to develop designedly,subdivide targeted objects to develop accordingly,and make communication demand clear to develop with emphasis.The deeper intention of this thesis is to provide references of communicationmodels and strategies for theoretical research and practice of other industries based on sharing economy.