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优步在中国市场的营销策略


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【摘要】

优步在中国市场的营销策略


近几年来,优步打车软件已经成为我国打车消费中不可或缺的一个重要工具,而作为后来者的优步,从国外市场进入中国市场之后,加入了出租车行业的激烈竞争,优步起初也在不断地吞食传统出租车行业的市场份额。优步的成功主要依靠其独特的营销策略。本文将通过其营销策略及优劣势研究,对中国本土出租车市场进行深入分析,并总结优步公司初期的成功之道,也对其不足之处提出了改进建议。

关键词:优步;营销策略;发展历史
Abstract

In recent years, the application of car-hailing Apps, such us Uber, DIDI have already become an indispensable way of taking taxi. Uber, a newcomer, has entered China market from broad. Nowadays the competition of the taxi industry is very fierce. In spite of this, Uber is constantly swallowing the market shares of the tradition taxi industry. Uber’s initial success mainly depends on its special marketing strategy. This paper has analyzed the taxi market of China and has pointed out that the success of Uber is mainly due to its marketing strategy. The paper also tries to find out the strength and weakness of Uber. It has not only summarized the ways of the initial success of the Uber company, but also put forward the improving suggestions to its deficiencies.

Key words: Uber; marketing strategy; developing history

 

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