Research On Mobike's International Marketing Strategy Of Sharing Bicycles

At present,the sharing economy is booming,and the business models that are generated by relying on shared platforms are diverse.In 2016,a wave of shared bicycles started by Mobike bicycles continued to this day due to its convenience,speed,low carbon and environmental protection,and low price.By 2018,the domestic shared economy market has entered a stable mature stage.Shared bicycles have been aimed at overseas markets,actively exploring the international market,and globalization has become one of the key objectives of its development.However,as of 2019,the shared bicycles were cold in domestic and foreign markets,Xiaoming bicycles closed down,Yonganxing acquired Harrow bicycles,ando bicycles fell into the trap of the fund crisis,and Mobike was announced by the US group to gradually withdraw from overseas markets.This is undoubtedly a challenge to the business model of sharing bicycles.It is worth reflecting on research and learning from its lessons.Based on this,it is of great significance to study the international marketing strategy of sharing bicycles with the case of“Mobike Bicycle”.First of all,under the background of the current booming sharing economy and the great change of travel modes,it has important practical significance.Secondly,the un-shared bicycle as the original Chinese model can successfully reflect the international influence of China's innovation.In the end,in the case of the two giants in the international shared bicycle market,Mobai and ofo announced the gradual withdrawal from overseas markets,analyzing the international marketing strategy of Mobike bicycles can provide lessons for follow-up market followers.Under the premise of drawing lessons from it,we will carry out international marketing layout and successfully achieve the goal of international marketing.This article consists of five parts.The first part of the introduction mainly expounds the research background and significance of the article,the current research status at home and abroad,and determines the necessity of this research and then proposes innovations and deficiencies.The second part is related to the theoretical basis,mainly for international marketing analysis theory and selection.The theory is discussed,and the specific theoretical content is summarized,which lays a foundation for the international marketization strategy choice of sharing bicycles.The third part of the internationalmarketing environment of Mobike bicycle,using PEST macro environment analysis and SWOT analysis to comprehensively analyze the marketing environment of Mobike bicycle in the international market;the fourth part of the international market strategy choice and its effect,adopted The STP theory explores the feasibility of the international market strategy of the Mobike bicycle and analyzes its effects.The fifth part is the enlightenment of the international marketing strategy of the Mobike bicycle.From the perspective of experience and lessons,combined with the 4C theory,the international sharing of bicycles by Mobai The marketing theory puts forward optimization and related suggestions,which provides inspiration for the subsequent sharing of bicycles to enter overseas.