A Comparative Study On The Marketing Strategy Of Uber And Didi Chuxing In China

Internet economy is the development direction of China's future. Intelligence has beco me an important symbol,as it measures a national social development level and advanced level, so in 2015, Keqiang Li, the prime minister, proposed the concept of "Internet plus" and O2 O mode. The service is widely popular with consumers on efficient and personalized service. Special car service, however, is an emerging industry in China and is not mature and perfect, in the exploration time, the competition between enterprises and their own service marketing strategies of defects has brought great challenges to the development of the industry. This article studies Uber, Didi Chuxing, and Chinese special car service's advantages and disadvantages, on the basis of specific analysis, from the perspective of marketing strategy, discussing the rationalization proposals of cultivation and development of the service.This paper firstly uses the 4P marketing theory to analyze and compares Uber and Didi Chuxing's marketing strategy from the four levels of product, price, promotion,distribution to analyze the differences and finds that Uber wins a chip in the product dimension, price concessions, promotion strategy, but drops with the powerful support of Alibaba and Tencent in the distribution platform. Didi Chuxing has more advantages than Uber.Then,it uses the SWOT marketing theory to analyze Chinese special car market. The results show that special car service can facilitate passengers, and optimize the allocation of resources, but the safety problem and payment problems are worried, in the future development, we would like to update software constantly, increase the payment and strictly examine the credit security of both the driver and passengers.Finally, through Uber and Didi Chuxing's experiences and lessons, from Chinese special car market operators of vehicles driving qualification question, imperfect of management system, accident division of responsibilities, incentives, it explores thedevelopment direction of the Chinese special car service, in order to meet the market demand of the whole travel between the legal supervision and business innovation.