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论文编号：	12931
作者编号：	2320190381
上传时间：	2021/12/14 13:25:58
中文题目：	D公司网约车服务营销策略研究
英文题目：	Research on the Service Marketing Strategy of online car Hailing of D company
指导老师：	杜建刚
中文关键字：	服务营销；网约车行业；网约车服务
英文关键字：	Service marketing; Online car Hailing industry; Online car Hailing service
中文摘要：	网约车是从2012年开始在国内出现的，作为新兴的公共交通出行服务模式，伴随着技术和互联网的发展而日益成熟，是最近几年对中国经济社会影响力较为广泛的新兴互联网业态之一。2021年上半年，网约车服务已经覆盖全国400多个城市，总订单量超过43.1亿单，与民众生活结合紧密。网约车企业，一方面通过创新互联网技术、提升数据技术以及整合社会资源等，极大的方便了乘客的日常出行，因而受到了广泛的欢迎。但另一方面，现有各平台的网约车服务问题层出不穷，引起了舆论新闻的广泛关注。因此，国家在不断加强行业的监管力度，规范网约车服务标准，筑牢安全底线。 事实上，网约车服务是指代表网约车乘客服务的一系列活动，主要包括网约车的平台经营、乘客的呼叫、用户的注册、地图的匹配、司机的服务、司乘双方的评价等。如今，越来越多的乘客服务需求升级，开始追求规范化、细致化的出行服务，追求更便捷、更高效、更舒适、更安全的出行体验。因此，网约车平台的服务能力和水平也成为了企业发展的重要壁垒。 本文以D公司为研究对象，首先通过网约车行业发展的内外部影响因素分析，锁定服务营销中存在的问题，包括高峰排队、车辆不合规、路线不合理、价格较高、渠道不完善、预估不准确、促销有差异、司机考核体系欠缺、司机管理机制待完善、服务不规范、品类区隔度不明显、智能化水平待提升、安全保障不足。然后，就服务营销的基本理论7Ps展开研究，对其存在的不足和问题提出改善方案，包括全品类标准化服务、动态价格策略、升级渠道管理布局下沉市场、人群个性化促销策略、司机分类管理、司机管理团队优化、服务展示及车辆标准化、服务过程智能化、行程中安全服务策略。最后，对服务营销开展必需的人员组织保障、企业文化保障、安全风险控制保障进行阐述，从而提升D公司服务营销在网约车市场的竞争优势，保障公司的长期稳定健康发展。文章以网约车司机作为服务供给方，网约车乘客作为服务的需求方，企业作为平台方来展开。
英文摘要：	Online car Hailing has appeared in China since 2012. As an emerging public transport travel service mode, it is becoming more and more mature with the development of technology and Internet. It is one of the emerging Internet formats with extensive influence on China's economy and society in recent years. In the first half of 2021, the online car Hailing service has covered more than 400 cities in China, with a total order volume of more than 4.31 billion, which is closely combined with people's life. Online car Hailing enterprises, on the one hand, greatly facilitate the daily travel of passengers by innovating Internet technology, improving data technology and integrating social resources, so they are widely welcomed. On the other hand, the problems of online car Hailing service on existing platforms emerge one after another, which has attracted extensive attention of public opinion and news. Therefore, the state is constantly strengthening the supervision of the industry, standardizing the online car Hailing service standards and building a solid safety bottom line. In fact, online car Hailing service refers to a series of activities representing online car Hailing passenger service, mainly including online car Hailing platform operation, passenger call, user registration, map matching, driver service, evaluation of both drivers and passengers, etc. Nowadays, more and more passengers have upgraded their service needs and began to pursue standardized and detailed travel services, and pursue a more convenient, efficient, comfortable and safe travel experience. Therefore, the service capability and level of online car Hailing platform has also become an important barrier to enterprise development. This paper takes company D as the research object. Firstly, through the analysis of internal and external influencing factors of the development of online car Hailing industry, this paper focuses on the problems existing in service marketing, including peak queuing, vehicle non-compliance, unreasonable route, high price, imperfect channel, inaccurate estimation, differences in promotion, lack of driver assessment system, driver management mechanism to be improved, non-standard service The category separation is not obvious, the intelligent level needs to be improved, and the safety guarantee is insufficient. Then, it studies the basic theory 7PS of service marketing, and puts forward improvement plans for its shortcomings and problems, including full category standardized service, dynamic price strategy, upgrading channel management layout, sinking the market, crowd personalized promotion strategy, driver classification management, driver management team optimization, service display and vehicle standardization, intelligent service process Safety service strategy during travel. Finally, it expounds the necessary personnel organization guarantee, corporate culture guarantee and safety risk control guarantee for the development of service marketing, so as to enhance the competitive advantage of D company's service marketing in the online car Hailing market and ensure the long-term stable and healthy development of the company. This paper takes online car Hailing drivers as the service provider, online car Hailing passengers as the service demander, and enterprises as the platform.
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