Study On Marketing Strategy Of Didi Chuxing Service

In the context of the era of service economy,people's growing demand for a better life and the demand for supply-side structural reform have accelerated the high-quality development of the service industry.The service economy has rapidly penetrated into all aspects of people's daily life.Relying on the Internet,DiDi Chuxing emerged as a new service economy model,it not only breaks down the development barriers of traditional travel industry including offline taxi,accurately match products services with customer needs,and maximize the integration and optimization of a large number of offline private car idle resources,to improve the imbalance of urban transportation supply and uneven service quality,it has stimulated the vitality of the travel industry.At present,there is no systematic research on the successful experience and development crisis of DiDi Chuxing and other sharing trips in service marketing strategy in China.Based on this,this study starts from the author's experience of DiDi Chuxing service,have a reserch on the marketing stratege of DiDi Chuxing,the largest domestic sharing travel platform,this topic has strong value function.It can not only enrich the existing research results,but also analyze and summarize the advantages and disadvantages of DiDi Chuxing service marketing strategy,put forward countermeasures and suggestions for its development,so that it can achieve better development,and provide a living sample for the development of service-oriented enterprises' innovative service economy model.From the perspective of both drivers and passengers,and based on the 7Ps theory of service marketing mix,this study designed the survey questionnaire for drivers and passengers,and systematically collected and sorted out the data of DiDi Chuxing's service marketing through literature analysis,statistical survey,statistical analysis and survey interview.Based on M city and related regional consumer handheld mobile terminal and express business industry segmentation which it touches the widest range of passengers market research,by combining qualitative analysis and quantitative analysis,using the established model of influencing factors of service quality,using path analysis and statistical analysis,the influencing factors of service quality of DiDi Chuxing were studied and analyzed from seven aspects of 7Ps theory,as well as the variance analysis of service quality of different groups of driver and passengers.The study found that the product,price,promotion,place,people,process and physical evidence all have significant positive impact on service quality.Among them,the promotion and price of the driver questionnaire have positive effects on personnel,the presonnel have a negative impact on the process.The price and promotion of the passenger questionnaire have a negative impact on the people,and the people have a negative impact on the process.Demographic group of driver and passenger:there are differences in the perception of driver and passenger service quality among different genders and ages.Drivers of different types and educational backgrounds have different perceptions of service quality.Passengers of different incomes have different perceptions of service quality,while passengers of different educational backgrounds and professions have no differences.Through research,DiDi Chuxing should focus on driver screening,training,management and driver evaluation system,study and optimize the service process of passenger ride-hailing,order distribution,pickup and after-sales evaluation system,tend to hire older male driver,strengthen incentives for full-time drivers,expand the recruitment of driver with advanced degrees,increased word-of-mouth marketing for women and older passengers,customized travel services can be created for passengers with higher incomes.