Operation Strategies Of Bike-Sharing Enterprises Based On Perspective Of Users' Perceptions

With the rapid development of bicycle-sharing,the sharing-bicycle has provided a new travel option for the citizens and has changed the users' travel behavior and enhanced the users'perception of travel experience.The bicycle-sharing companies are figuring out new plans on marketing schemes and strategies and new designs of pricing mechanisms,in order to stimulate the users' perceptions,train their traveling habits and eventually influence their traveling behaviors,which have been regarded as a problem to be solved in their urgent need.In this thesis,firstly based on the perspective of the users' experience and perception,we analyzed and extracted the key factors and substantive characteristics of the users travel behaviors,and proposed a utility model for the travel behaviors in experience and decision perspective,respectively.Secondly,we started our research by analyzing the sharing-bicycle operation practice,and summarized the key performance index in these operation strategies.We compared the benefits induced by these different mentioned operation strategies from the perspective of products designing and pricing mechanisms constructing.Thirdly,we conducted a decision model to determine the optimizing quality,pricing mechanisms under the operation strategies in different travel demand and differentiated perceptions from the users.Lastly,we explored the effect of the different proposed operation strategies and travel behavior to the pricing mechanisms designing.Overall,we organized our research in three different perspectives of green perception,accessibility perception and hassle cost perception,and obtained the creative results.The innovations of our research are as follows:(1)Explored the mechanism of loyalty for sharing-bicycle in green perception perspectiveIn this section,with the pursue to reveal the mechanism of loyalty for sharing-bicycle in green perception perspective based on the modified technology acceptance model(M-TAM)and theory of planned behavior(TPB),we explored the effects of the perceived green value,perceived pleasure to use,subjective norms and perceived behavioral control on green loyalty to a sharing-bicycle system.The moderating effect of the environmental attitude on the green loyalty is checked as well.The companies have to improve the perceived pleasure to use of the users to ensure the users will select to travel by sharing-bicycle in the future.The subjective norms have the strong power to influence loyalty for the users.In addition,environmental attitude has negative moderating effects on perceived pleasure and green loyalty.(2)Proposed the optimized strategies for pricing and quality decision of the sharing-bicycle companies in accessibility perceptionIn this section,we extracted and described the key affecting factors of the users travel behaviors and discussed the effect of the enterprise decisions on the users travel behavior.Whether the goverlments have to make the subside regulations to change the maintenance strategies of the sharing-bicycle companies,as well as increasing the profits of the companies,customers surplus and social warfare are further discussed in this section.The findings are as follows:(1)In the perspective of users,when the risk of the accessibility perception is high,the higher of the accessibility perception,the higher demand of the traveling by sharing-bicycle.The lower accessibility perception will decrease the demand of traveling by sharing-bicycle.The higher time sensitive of the users,the more willingness of the traveling by sharing-bicycle.(2)In the perspective of sharing-bicycle companies,the demand of traveling by sharing-bicycle will increase when the accessibility perception is improved,the companies can therefore to obtain a higher profit.However,if the accessibility perception is improved,the maintenance cost will increase at the same stages.When the maintenance cost trends to be lower,according to the optimized decision of the companies,the accessibility perception can be higher.(3)In the perspective of govenument,when the maintenance cost is in a lower stage,there is no effect to improve the customer surplus and social warefare by adopting the subside strategies.Otherwise,when the maintenance cost is in a higher stage,the government should take actions in subside strategies decisions,and the subside should not be set in a higher level.(3)Constructed the optimized pricing decision model for the sharing-bicycle companies in hassle cost perceptionIn this section,we explored the important affecting factors of the users travel behaviors and constructed the optimized pricing decision model for the sharing-bicycle companies in hassle cost perception.The effects of the pricing decisions of the sharing-bicycle companies on the profits,customer surplus and social warefare are farther discussed in this section.The findings are as follows:when the bike-sharing firm has an advantage in hassle costs,increasing prices increases the demand for bike-sharing.This is because reducing hassle costs saves time for many high-valuation customers,who transition from other travel modes to bike-sharing.By contrast,when bike-sharing has a relative disadvantage in hassle costs,although the firm reduces prices to attract customers,the lower price cannot neutralize the adverse effects of the hassle cost advantage enjoyed by other travel modes.Other travel modes thus dominate all travel choices.