Research On Marketing Strategy Of H Bicycle-sharing

Since the first OFO bike came to public attention in 2014,it has become a popular choice for short-distance trips in just a few years.However,the competition of bike-sharing industry is very fierce,how to make full use of their own advantages,through the development of effective marketing strategy,to maximize the satisfaction of consumer demand,has become a difficult problem that every bike-sharing enterprise must solve.Based on a systematic review of the influential factors of marketing strategy,the influence of sharing concept on marketing strategy and the related literature of Sharing Bicycle Enterprise.Using STP marketing theory,4P marketing strategy theory and PEST analysis method,this paper analyzes the current political,economic,social and technical environment of H bike-sharing enterprises,the market segmentation,target market selection and market positioning of H share bicycle enterprises are discussed in detail from four aspects: product,price,channel and promotion.The results show that H bike-sharing enterprises have the problems of convenient use and poor stability of their products,the disappearance of the price advantage of free riding,the lack of extensive marketing channels,and the loss of market users caused by the increase in bicycle prices.The main reasons for these problems include: product technology is still lacking,free deposit has become the industry standard,the market into the rational development in order to make profits need to ride price increases.In view of the above-mentioned problems and causes,the improvement countermeasures are:(1)focus on product technology upgrading to enhance user’s convenience;(2)Adopt Flexible Pricing Strategy;(3)Enrich Online and offline marketing channels;(4)adopt diversified promotion strategy.These countermeasures can solve the problems existing in the marketing strategy,improve the customer satisfaction and product utilization rate,realize the brand value of the enterprise,and finally improve the economic benefit of the enterprise.The main contributions of this paper are as follows: Using the 4P marketing strategy theory,this paper studies the current marketing strategy of h bike-sharing enterprises from four aspects of product,price,channel and promotion,and finds out the existing problems,the countermeasures and suggestions with strong pertinence and constructive significance are put forward.