毕业论文以嘀嘀打车例的营销策略分析.doc

摘　　要 随着国内电子商务的快速发展，一大批的手机APP软件都开始进入我们的视野，这些软件的功能越来越强大，涉及了金融、生活、学习、工作、交通、旅游等各个方面。但是与此同时越来越多的手机垃圾软件也应运而生，由于市场的监管的考验以及盈利模式的模糊,以及手机支付的推广，越来越多的手机APP陷入了困境，整个手机软件行业正在酝酿着一次十分彻底的变革。本文通过对于新时代的手机APP软件“滴滴打车”运营策略的研究，分析如今手机打车软件的发展优势和给市场带来的便利和问题，提出打车软件已有固疾的解决策略，为当今的APP软件的应用指导方向，为了手机软件的生活普及化，多样化奠定坚实的基础。最后，通过嘀嘀打车案例分析，以及与主要竞争对手快的打车相对比，得到其运营策略，为打车APP行业的盈利提供了更多可能。 关键词：手机软件；嘀嘀打车；营销策略； An Analysis Method of Marketing Strategy for Didi Taxi Abstract With the rapid development of the domestic electronic commerce, a large number of mobile phone APP software are beginning to enter our field of vision, the software function is more and more powerful, relates to the various financial, life, study, work, traffic, tourism etc.. But at the same time, more and more mobile phone spam also emerge as the times require, due to market regulation test and fuzzy profit model, as well as the promotion of mobile phone payment. More and more mobile phone APP should be made into a dilemma, the mobile phone software industry is making a very thorough reform. In this paper, through the research for a new generation of mobile phone software APP drops of taxi operation strategy, the advantages for the development of mobile phone software can be analyzed, with the convenience and problem for the market. Therefore, a software for chronic disease strategies was put forward, together with application guidance for todays APP software, that have been proposed to play a solid illness cart software solution strategy for today guide the direction of the APP application software for mobile phones universal life, diversification and lay a solid foundation. Finally, according to the analysis for didi taxi and the comparison for main competitors, its operation strategy provides more likely to take a taxi APP industry profitability. Key Words：Mobile phone software; Didi taxi; Marketing strategy; 目　　录 摘　　要 I Abstract II 引　　言 1 1概述 2 1.1营销策略的定义 2 1.2 App及App应用 3 1.3国外打车软件的发展趋势 4 2国内打车软件市场分析 6 2.1打车软件的产生和发展 6 2.2打车软件的运营模式