目录共享单车国际营销策略研究—以ofo小黄车为例..........................5一、绪论.........................................................5(一)研究的背景及意义...........................................5(二)研究内容...................................................5(三)研究方法...................................................6(四)论文的创新及不足...........................................6二、理论综述.....................................................6(一)共享经济的起源及定义.......................................6(二)共享单车...................................................71.共享单车的起源和发展.....................................72.共享单车的发展条件.......................................83.共享单车的贡献...........................................8三、OFO小黄车的发展历程.........................................8(一)OFO单车简介...............................................8(二)OFO成长历程...............................................9(三)OFO海外市场开拓过程......................................10四、ofo共享单车国际市场环境和现状分析..........................11(一)宏观环境分析..............................................111.政治环境................................................112.经济环境................................................113.社会文化环境............................................114.技术环境................................................12(二)国际共享单车行业分析......................................121.国际共享单车发展现状....................................122.国际共享单车面临的挑战..................................123.主要竞争对手分析........................................134.共享单车国际市场前景预期................................14(三)SWOT分析.................................................141.优势....................................................142.劣势....................................................153.机会....................................................154.威胁....................................................15(四)ofo公司国际营销策略分析..................................161.产品策略................................................162.价格策略................................................163.渠道策略................................................164.促销策略................................................17(五)ofo国际营销现存问题......................................171.市场定位模糊............................................172.过度依赖低价促销策略....................................173.用户的忠诚度不足........................................174.用户体验难以确保........................................17五、ofo单车国际营销策略分析....................................18(一)ofo公司市场选择战略......................................181.市场细分战略............................................182.目标市场选择战略........................................203.目标定位战略............................................20(二)营销组合策略与实施保障....................................201.产品策略................................................202.价格策略................................................203.促销策略................................................214.渠道策略................................................21(三)实施保障..................................................211.寻求政府合作.......................................
