共享经济背景下企业营销策略分析-以OFO小黄车为例.pdf

摘要 近年来，随着共享行业的兴起，共享单车作为共享经济的行业代表自在全国各大城 市迅速普及起便得到了广大市民的广泛关注和认可，取得了很大的发展成就，引领了共 享经济的潮流。现今，共享单车的品牌数量越来越多，截止当前已有 30 多家共享单车品 牌，厂商间的竞争压力越来越大，其中最大的几家共享单车品牌包括摩拜单车和 ofo 小 黄车以及酷骑单车等。虽然共享单车品牌众多，但不同实力的品牌市场份额也大有不 同，主要的几家企业占据了大部分的市场份额，而其余中小企业只能为了发展而苦苦挣 扎。基于这种情况，大型企业与中小型企业间的优胜劣汰以及兼并收购等市场行为将不 断出现，如何更大程度抢占市场份额便是公司前进发展面临的巨大机遇。本文以 ofo 公 司为例，分析该企业发展现状，通过对企业宏观、微观环境，及 swot 分析方法来分析企 业营销环境，通过 4p 营销策略分析，找出约束发展的问题并提出解决措施和改进对策。 关键词：共享单车 ofo 单车营销策略环境分析 ABSTRACT In recent years, with the rise of sharing industry, sharing a bike as a r epresentative of the Shared economic industry at home in major cities across the country have got rapid popularization of the general public attention and recognition, has obtained certain achievement, for sharing economic developm ent has injected new vitality. Currently, there are a lot of bicycle brands o n the market, and there are more than 30 competitors in the current stage, su ch as motorcycle, ofo minibus, small blue bike, and cool bike riding. However , due to the serious polarization of the industry competitors, the strength o f the head enterprise is strong, and other small and small enterprises are tr ying to survive. At this time, the survival of the fittest and the merger and acquisition in the industry will emerge on a large scale. How to seize the m arket share is the great opportunity that the company faces. Based on ofo: co mpany as an example, this paper analyses current situation of the development of the enterprise, through to the macro and micro environment, using the swo t analysis method to analyze enterprise marketing environment, through the 4 p marketing strategy analysis, find out the constraints of the development of the problems and puts forward the measures and countermeasures of improvemen t. 目录 摘要 Ⅰ Abstract II 1.概论 1 2.行业发展现状 2 2.1共享经济发展现状 2