网约车与出租车服务策略对比分析——基于大学生出行选择的视角摘要近年来，随着互联网＋背景下网络约车平台和专车服务的兴起，以及消费者对高品质出行服务需求的日益加大，传统出租车行业经营困境日益凸显，受“互联网＋”的影响以及出租车该采取何种竞争策略以应对消费环境的变革，谋取可持续发展动力成为行业关注的热点问题。本文围绕网约车与出租车服务策略对比分析，探讨出租车行业发展存在的问题，诸如缺乏定位精准服务、服务质量不足、.乘客管理策略有效性较低等，并尝试从顾客满意度的视角，提出了出租车行业与互联网时代相融合的、具有竞争性的、可实施的竞争策略：（1）精准化服务营销——尝试微信打车；（2）规范化服务营销策略；（3）服务的差异化营销策略；（4）服务的关系营销策略。关键词：网约车；出租车；乘车体验；服务策略AbstractInrecentyears,withtheriseofInternetcarplatformsandcarservicesinthecontextoftheInternet+andtheincreasingdemandforhigh-qualitytravelservices,thetraditionaltaxiindustryhasbecomeincreasinglydifficulttooperate,andisaffectedbythe“Internet+”andWhatkindofcompetitivestrategyshouldbeadoptedbytaxistocopewiththechangesintheconsumptionenvironment,andthepursuitofsustainabledevelopmenthasbecomeahotissueintheindustry.Thispaperfocusesonthecomparativeanalysisofthenetworkcarandtaxiservicestrategies,anddiscussestheproblemsinthedevelopmentofthetaxiindustry,suchasthelackofaccuratepositioningservices,insufficientservicequality,loweffectivenessofpassengermanagementstrategies,andattemptsfromtheperspectiveofcustomersatisfaction.AcompetitiveandimplementablecompetitivestrategycombiningthetaxiindustrywiththeInternetera:(1)Accurateservicemarketing–trytouseWeChattaxi;(2)Standardizeservicemarketingstrategy;(3)ServiceDifferentiatedmarketingstrategies;(4)relationshipmarketingstrategiesforservices.Keywords:networkcar;taxi;rideexperience;competitivestrategy目录摘要.............................................................................................................................IAbstract..........................................................................................................................II一、绪论........................................................................................................................1（一）研究背景及意义.........................................................................................1（二）研究内容与方法.........................................................................................1二、相关概念界定与理论基础....................................................................................2（一）竞争战略.....................................................................................................2（二）服务营销理论.............................................................................................2（三）国内外研究现状.........................................................................................3三、网约车与出租车服务策略对比............................................................................4（一）网约车与出租车服务概述.........................................................................41.网约车服务策略概述...................................................................................42.出租车服务概述...........................................................................................5（二）网约车与出租车服务现状调查.................................................................61.问卷结果...
