| 我国共享单车企业的经营管理模式创新及盈利模式探索 |
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| 引用本文： | 杜怿平.我国共享单车企业的经营管理模式创新及盈利模式探索[J].科技管理研究,2017(15). |
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| 作者姓名： | 杜怿平 |
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| 作者单位： | 中国传媒大学：广告学院 |
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| 摘 要： | 传统共享单车企业所面临的两大难题阻碍其共享模式的大规模推广。新型共享单车企业对经营管理模式进行创新,通过将车辆投放成本转为营销成本,解决了市场投放成本高的第一大难题;而闲时周转率低这第二大难题也通过以用户为中心再造共享交易的全流程得以破解。然而,缺乏核心技术、市场准入门槛低是新型共享单车企业所面临的新难题。媒体化转型不仅能有效应对这些新难题,而且有助于进一步拓展企业的盈利空间,可为共享单车企业带来两种盈利模式:一种是将单车分时租赁业务作为基础性盈利模式,通过媒体化经营为用户提供有价值的骑行策划,以此提高单车的周转率及品牌忠诚度;另一种是将广告业务作为主要盈利模式,以此拓展媒体化经营之路。
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| 关 键 词： | 共享单车企业 经管模式创新 媒体化转型 创意策划 广告业务 |
| 收稿时间： | 2017/6/30 0:00:00 |
| 修稿时间： | 2017/7/24 0:00:00 |
Management model innovation and business model exploration of bicycle-sharing corporations in China |
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| Abstract: | Chinese traditional bicycle-sharing corporations confront with two difficulties, which hinder large-scale application of the sharing model. The new bicycle-sharing enterprise innovate the management model. To launch products into market at low cost, the new bicycle-sharing enterprise transforms the product delivery cost into marketing cost. The low turnover efficiency on idler time is solved by reengineering the sharing transaction process in a user-centric way. The new bicycle-sharing enterprise, however, is suffering from new difficulties, which include the lack of core technology and low market access threshold. Media-oriented transformation can not only deal with problems mentioned above, but contributed to expanding enterprise profit space. Specifically, media-oriented transformation brings two business models. Bicycle rental business is a basic revenue model, which provides users with valuable riding planning to improve turnover efficiency as well as brand loyalty. The main business model is advertising business, which broadens the road of media management. |
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| Keywords: | bicycle-sharing enterprise management model innovation media-oriented transformation creative planning advertising business |
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