0 “联动云”共享汽车的营销策略研究【摘要】随着共享汽车的兴起，各大平台都在不断的开拓市场，“联动云”共享汽车作为后起之秀也不甘落后。“联动云”共享汽车凭借着其独特的运营管理模式后来者居上，在全国各地的市场站稳了脚，据研究资料显示，“联动云”已进驻全国 200 多个城市，实现了从部分一线城市，新一线城市至五线城市的广泛覆盖，知名度越来越大。对于未开发的市场而言，如何能够在一个新的市场中，占据一定的市场份额，也就成为了急需考虑的问题。本文通过大量阅读相关文献，研究市场营销相关理论，包括 STP 理论、4C影响理论、4Ps 营销理论和 SWOT 分析法等，提出了具体的营销策略。共享汽车在我国发展属于起步阶段，因此在发展过程中遇到一些阻碍因素。针对“联动云”共享汽车市场，作者提出了具体的营销策略，通过多种营销策略的组合实施，针对客户需求，提供差异化的服务产品，通过品牌的建立，不断强化产品形象，达到良好的口碑宣传。推动“联动云”共享汽车更加稳步健康地发展。【关键词】共享出行；营销策略；共享汽车Research on the marketing strategy of "LIANDONGYUN" car-sharing[Abstract] With the rise of Shared cars, all major platforms are constantly exploring the market, and "LIANDONGYUN" Shared cars, as a rising star, are not to be left behind.With its unique operation and management mode, the "LIANDONGYUN" sharing car is a latecomer and has gained a firm foothold in the market all over the country. According to the research data, "LIANDONGYUN" has been stationed in more than 200 cities in the country, and achieved extensive coverage from some first-tier cities, 1new first-tier cities to fifth-tier cities, with increasing popularity.For the undeveloped market, how to occupy a certain market share in a new market has become an urgent issue to be considered.By reading a lot of relevant literature, this paper studies the theories related to marketing, including STP theory, 4C influence theory, 4Ps marketing theory and SWOT analysis, and proposes specific marketing...
