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论文编号：	12487
作者编号：	2220160723
上传时间：	2021/6/13 12:20:15
中文题目：	美丽行共享电单车业务竞争战略研究
英文题目：	Research on the Competition Strategy of Meilixing Electric Bike Business
指导老师：	张玉利
中文关键字：	美丽行公司；共享电单车；共享经济；竞争战略
英文关键字：	Meilixing Company;Sharing Electric Bike;Sharing Economy;Competition Strategy
中文摘要：	随着共享经济的发展，公共交通出行的最后一公里问题开始成为电单车产业和金融资本共同关心的现实问题。得益于电单车平台的独特优势和管理效能的提升，美丽行共享电单车业务在近年来取得了不俗的成绩。信息技术的进步提供了共享电单车业务发展的关键技术条件。信息技术，尤其是信息传输水平的提升，使共享电单车的损耗控制在可接受范围内不再困难。加之移动终端的便携性使得相应计算更加简洁且集中，有助于对共享电单车跨区域的高效调配。从原理上看，共享电单车和共享自行车区别并不大，前者依靠蓄电池供电，而后者依靠用户体力供能，但实际上二者有着本质上的区别——值得注意的是，共享电单车本身就带有自循环的电力系统，能负载较大的控制终端，商业潜力更大。共享电单车会随着电池技术的进步而改进，加之电单车零部件价格较高、电池需要循环回收等特性，其较大的载荷和较长的使用里程都给了后来技术与商业模式的革新提供了可能。得益于供职美丽行公司的职业经历，笔者能够接触到不少一手资料，以此管窥行业发展趋势及内生因素，也确有助于提升该公司的实际业务水平。同时，本文的研究方法以文献分析法和案例分析法为主，辅以理论分析落实。在研究重点上，本文以美丽行共享电单车业务的运行情况为焦点，以此展开论述。在研究难点上，本文主要克服实操与理论、个人能力和行业发展趋势的落差。本文的研究创新点集中于实践、理论两个维度上，系统总结共享电单车运行维护的实践经验并将之上升至理论层面。本文第一章为绪论，介绍了全文的研究框架。第二章为基本定义和理论基础，这些构成了全文的理论基底，也是后来分析的重要指导。第三章则从美丽行共享电单车业务的实际出发，分析了其现状和竞争情况，继而在第四章展开相关综合分析，并在第五章为美丽行共享电单车业务提出了新的发展目标，同时规划了管理优化、服务优化、营销优化和资源整合优化等新竞争战略。总之，美丽行的共享电单车业务乃至整个共享电单车行业都大有可为，而管理效率的提升是美丽行共享电单车业务运维的重要发展方向，通过服务优化提升客户体验效能感，营销活动由粗放式的向精准化升级，以高效的资源整合重构企业价值链。从目前的研究来看，美丽行共享电单车业务的竞争战略必须以总成本优势为绝对主导，依托其技术和规模的长处，尽可能吸引外部资金、扩大市场占有率。
英文摘要：	With the development of sharing economy, the last mile of public transportation has become a common concern of electric bikeindustry and financial capital. The progress of information technology provides the key technical conditions for the development of shared electric bikebusiness. With the development of information technology, especially the improvement of information transmission level, it is not difficult to control the loss of shared electric bikes in an acceptable range. In addition, the portability of mobile terminal makes the corresponding calculation more concise and centralized, which is conducive to the efficient deployment of shared electric bikes across regions.Thanks to my working experience in Meilixing company, I can get access to a lot of first-hand information, so as to have a glimpse of the development trend and endogenous factors of the industry, and also help to improve the actual business level of the company. The research significance of this paper has twoaspects: Theory and reality. In principle, there is little difference between shared electric bikes and shared bicycles. The former relies on battery power, while the latter relies on users' physical energy. But in fact, the two are essentially different.In addition, the high price of electric bikeparts and the need for recycling batteries make them have larger load and longer service life The mileage has provided the possibility for the later innovation of technology and business model. At the same time, the research methods of this paper are mainly literature analysis and case analysis, supplemented by theoretical analysis. In the research focus, this paper focuses on the operation of Meilixing shared electric bikebusiness, and discusses it. In terms of research difficulties, this paper mainly overcomes the gap between practice and theory, personal ability and industry development trend. The innovation of this paper focuses on the two dimensions of practice and theory, systematically summarizes the practical experience of operation and maintenance of shared electric bikes, and raises it to the theoretical level. The first chapter is the introduction, which introduces the research framework of the full text. The second chapter is the basic definition andtheoretical basis, which constitutes the theoretical basis of the full text, and is also an important guidance for later analysis. The third chapter analyzes the current situation and competition from the reality of Meilixing's shared electric bikebusiness, and then makes a comprehensive analysis in the fourth chapter. In the fifth chapter, it puts forward new development goals for Meilixing's shared electric bikebusiness, and plans new competition strategy strategies such as management optimization, service optimization, marketing optimization and resource integration optimization. Obviously, in the current economic new normal, this kind of extensive marketing needs to give way to more efficient resource integration, that is, taking technology as the core, embedding marketing, operation and maintenance and other value chains, making it a value chain with value transmission function.
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