| Shared-bicycle can solve "the last kilometer" travel,so it gradually gets the attention of people,but the phenomenon about disorderly parking place or a large number of accumulation had occupied the random of bus lanes,the man-made casual damage,making the bike as somebody personal property emerged in endlessly,not only reduced the overall image about cycling in people's mind,so many users don't want to use shared-bikes anymore,but also seriously affected the city appearance and the development of traffic.Therefore,it is very important to cultivate people's awareness of using shared bikes correctly and willingly.This paper uses the main theories of behavioral economics--prospect theory,regret theory,anchor effect and psychological account theory to investigate the role of behavioral economics about the development of shared bicycles from the perspective of human psychology,in order to solve the above problems.In addition,shared-bicycle enterprises should also pay attention to their own brand building.Prospect theory is most widely used in behavioral economics,which can overcome the uncertainty in brand building and effectively improve the accuracy and reliability of brand construction.This paper uses the prospect theory,A questionnaire was designed based on three indicators of performance,operation and management,coverage rate,and a comprehensive evaluation was conducted for the four brands of shared-bike,named yongan hing,ha luo,mobike and ofo,which are both famous and representative at present,and to calculate the comprehensive prospect of four types about the brand value,The evaluation results provide the direction and basis for the brand construction and development of shared-bike.Therefore,only by solving the main existing problems and making people correctly and willingly to use bicycles,improving brand management and establishing their own real brand,shared-bicycle can get better development,and stand forever in the increasing fierce market competition. |
PDF Full Text Request