Research On The Development Strategy Of Didi Dache

With the development of mobile Internet and artificial intelligence technology,the mobile travel industry has rapidly emerged.Compared with traditional taxis,mobile travel has launched a new product called “online car-off-line taxi” with mobile internet and real-time positioning technology.It is more accurate in positioning,more efficient in interactive communication,more convenient in pricing and payment,and passengers.The viscosity is also relatively high.However,with the development of the mobile travel industry,mobile travel products have also exposed many problems,such as: product homogeneity is serious,security is low,and supervision is difficult.How to develop a more effective product development strategy and promote the development of the mobile travel industry is an issue worthy of further discussion.In this paper,the literature research method,case analysis method and strategic analysis method are used to analyze the product strategy of Didi Travel Company based on the relevant theory of product strategy.The research results show that:(1)Based on the enterprise life cycle theory,the development process of Didi products is divided into three stages,namely: the initial stage(2012-2015),the rapid development stage(2015-2016)and the stable growth stage.(2016-present),and analyzed the products and implementation results of various development stages of Didi.(2)Based on PEST and platform enterprise competitiveness model,analyze the influencing factors of Didi product development strategy.In the initial stage,the macro environment is not clear,and the market competition pattern has not yet been clarified;in the rapid development stage,the macro environment development situation is good,and the industry competition tends to become hot.In the stable growth stage,the mobile travel market is mature and the competition threat is large.(3)Analyze the product development strategy at different stages of development of Didi: start-up stage,adopt growth strategy;adopt rapid development stage,adopt multi-strategy;stabilize growth stage,adopt defensive strategy.Based on the quantitative SWOT analysis method,the product development strategy of Didi is evaluated.The evaluation results are consistent with the product development strategy actually adopted by Didi indicating that the product development strategy actually used by Didi Travel is feasible.(4)Proposing suggestions for Didi's future product development strategy should clarify the product development goals,combine product development strategies with external environment and enterprise resources,and integrate new product development strategies,differentiated product competition strategies and product portfolios.Strategy to promote the steady development of enterprises.Through the research on the product strategy of Didi,it is not only beneficial to the product optimization and product strategy formulation of Didi,but also has reference significance for the adjustment of product strategy of other similar enterprises.