Research On China Bicycle-sharing Industry Homogeneity

With the expansion of the scale of China's cities,especially the continuous attraction of central cities to the population,traffic congestion,traffic accident rescue,environmental pollution and energy shortage become the most important social problems.The high-efficiency trip on prosperity has become the wish of every city.It is in this background that the Bicycle-sharing has developed rapidly in our country.However,the industry appears serious homogeneity competition,affecting the overall competitiveness of the industry and the healthy development of enterprises.In the future,in the face of fierce market competition and highly similar business models,adopting a differentiated strategy is bound to become the only way to share the breakthrough of the Bicycle-sharing enterprises.In this paper,taking the example of OFO and Mobike who play an important in the shared bicycle market.In accordance with the specific to the general idea of writing to expand the discussion.First of all,the development history of the Bicycle-sharing is reviewed,the research theme is derived through the analysis of the main characteristics of the development of the Bicycle-sharing market.Secondly,comparative analysis is used to analyze the homogenization of Mobike and ofo.It mainly discusses from three aspects:product,business model and strategic management.The research on the homogenization of strategic management is carried out from three aspects:operation and promotion strategy,channel sinking strategy and globalization strategy.The homogenization of business model is analyzed from six aspects:market positioning,business system,key resource capacity,profit model,cash flow structure and enterprise value.The homogeneity of the product is embodied in the homogenization of horizontal,vertical and cognitive aspects.Then,the adverse effects of homogenization on consumers,enterprises and industries are described.By applying industrial organization theory,Nash equilibrium theory,herd behavior theory and consumer buying behavior model,the homogenization of Bicycle-sharing is analyzed.The analysis shows that consumers' active response to various promotional activities and the blind imitation caused by capital seeking profits in the macro-environment of Internet lead to the homogenization of the marketing model.The market structure of the bicycle industry,the game between enterprises,the low investment in enterprise R&D and the weak protection of intellectual property rights make enterprises lack the ability and motivation to innovate.This leads to the homogenization of products and strategic management.Finally,it puts forward the countermeasures to solve the problem of homogenization of Bicycle-sharing industry by implementing product differentiation,innovating business mode and brand building,so as to achieve sustained and healthy development of shared bicycle industry.