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

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

In recent years, with the rise of Internet car platforms and car services in the context of the Internet + and the increasing demand for high-quality travel services, the traditional taxi industry has become increasingly difficult to operate, and is affected by the “Internet +”and What kind of competitive strategy should be adopted by taxis to cope with the changes in the consumption environment, and the pursuit of sustainable development has become a hot issue in the industry. This paper focuses on the comparative analysis of the network car and taxi service strategies, and discusses the problems in the development of the taxi industry, such as the lack of accurate positioning services, insufficient service quality, low effectiveness of passenger management strategies, and attempts from the perspective of customer satisfaction. A competitive and implementable competitive strategy combining the taxi industry with the Internet era: (1) Accurate service marketing –try to use WeChat taxi; (2) Standardize service marketing strategy; (3) Service Differentiated marketing strategies; (4) relationship marketing strategies for services.

Keywords: network car; taxi; ride experience; competitive strategy

摘要............................................................................................................................. I Abstract......................................................................................................................... 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 (4)

1.网约车服务策略概述 (4)

2.出租车服务概述 (5)

（二）网约车与出租车服务现状调查 (6)

1.问卷结果——乘客部分 (6)

2.问卷结果——司机部分 (7)

（三）出租车与网约车服务策略对比 (8)

1.定位服务对比 (8)

2.环境服务对比 (9)

3.支付服务对比 (9)

4.客户反馈处理服务对比 (10)

5.价格策略对比 (10)

6.差异化服务策略对比 (10)

（四）相较于网约车，出租车服务存在的不足 (10)

1.缺乏定位精准服务 (11)

2.服务质量有待提升 (11)

3.服务差异化较弱 (11)

4.乘客管理策略有效性较低 (11)

四、互联网时代下出租车服务策略提升策略 (12)

（一）精准化服务营销——尝试微信打车 (12)

（二）规范化服务营销策略 (12)

（三）服务的差异化营销策略 (13)

1.内部服务差异化 (13)

2.营运服务的差异化 (14)

（四）服务的关系营销策略 (14)

结束语 (15)

参考文献 (16)