共享经济背景下企业营销策略分析-以OFO小黄车为例 市场营销专业VIP免费

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ABSTRACTInrecentyears,withtheriseofsharingindustry,sharingabikeasarepresentativeoftheSharedeconomicindustryathomeinmajorcitiesacrossthecountryhavegotrapidpopularizationofthegeneralpublicattentionandrecognition,hasobtainedcertainachievement,forsharingeconomicdevelopmenthasinjectednewvitality.Currently,therearealotofbicyclebrandsonthemarket,andtherearemorethan30competitorsinthecurrentstage,suchasmotorcycle,ofominibus,smallbluebike,andcoolbikeriding.However,duetotheseriouspolarizationoftheindustrycompetitors,thestrengthoftheheadenterpriseisstrong,andothersmallandsmallenterprisesaretryingtosurvive.Atthistime,thesurvivalofthefittestandthemergerandacquisitionintheindustrywillemergeonalargescale.Howtoseizethemarketshareisthegreatopportunitythatthecompanyfaces.Basedonofo:companyasanexample,thispaperanalysescurrentsituationofthedevelopmentoftheenterprise,throughtothemacroandmicroenvironment,usingtheswotanalysismethodtoanalyzeenterprisemarketingenvironment,throughthe4pmarketingstrategyanalysis,findouttheconstraintsofthedevelopmentoftheproblemsandputsforwardthemeasuresandcountermeasuresofimprovement.目录摘要.........................................................................................................................ⅠAbstract.................................................................................................................III1.概论.......................................................................................................................12.行业发展现状.......................................................................................................22.1共享经济发展现状............................................................................................22.2ofo公司发展现状.............................................................................................33.企业营销环境分析..............................................................................................33.1宏观分析......................................................33.2微观分析......................................................43.3swot分析...........................................................................................................44.企业营销策略分析...............................................................................................74.1产品策略......................................................74.2价格策略......................................................74.3渠道策略......................................................74.4促销策略......................