打车软件市场竞争策略研究.doc

PAGE PAGE 13 KC020-1 KC020-1 CHANGZHOU INSTITUTE OF TECHNOLOGY 毕 业 论 文 题目： 打车软件市场竞争策略研究 二级学院（直属学部）： 延陵学院 专 业： 工商管理 班级： 10管Y 学生姓名： 吴宇轩 学号： 指导教师姓名： 钱炳 职称： 副教授 评阅教师姓名： 职称： 2014年5月 摘 要 针对大城市存在的打车难，出租车资源配置不合理的问题，打车软件应运而生。然而，在带给人们打车出行便利的同时，打车软件市场中出现的不合理竞争现象导致打车软件市场出现了不良现象，对软件市场的发展带来了冲击，利益冲突明显，竞争手段单一等问题很大程度上束缚了打车软件这个新兴市场的发展前景。 本文认为，打车软件市场目前存在的问题根源在于打车软件企业同政府、出租车公司，以及打车软件企业间存在的利益冲突。如何解决他们的冲突是解决问题的关键。首先，简单介绍了博弈论的基础知识，并在囚徒困境的基础上，系统分析了嘀嘀和快的“烧钱”补贴大战案例中竞争手段的可行性；其次，对政府在打车软件市场博弈中担任的角色和应该履行的职责进行分析，主要从是否应该整合和限制打车软件市场，如何运用行政手段规范市场两个方面进行了描述；第三，对打车软件市场具体竞争策略进行论述，从合作竞争和纯粹竞争两方面对政府、出租车公司、出租车司机以及打车软件企业分别进行研究，并对打车软件企业提出了合理化建议。 本文运用了博弈论的基本方法，期望能从新的视角来看待和解决目前打车软件市场存在的问题。 关键词：打车软件 竞争策略 博弈论 The research of market competition strategy of taxi software Abstract In view of the big city are difficult to take a taxi, the problem of irrational allocation of resources, taxi software emerge as the times require. However, in a taxi to bring people to travel convenience, the unfair competition phenomenon in the software market leads to monopoly seriously, apparent conflicts of interest, competition means a single, greatly hindered the development of the future of this emerging market. This paper believes that the root of the problem lies in interests conflict among government, taxi companies and taxi software companies between themselves. How to resolve conflicts among them is the key to solve the problem. The paper is mainly divided into three chapters: firstly, it gives a brief account of the game theory-based knowledge, and based on the prisoner’s dilemma, analysis of competition means in the case of didi and kuaidi “burn money” battle of subsidy; secondly, analysis of the government how to fulfill its job and how to play its role in the taxi software market game theory, mainly from two aspects: whether should in