Research On The Problems And The Strategy Of Didi Taxi's Brand Operation

Into the mobile Internet era,the network is is upgrading traditional industries at an unprecedented rate,the Internet has risen to national strategy.A large number of companies began to seek the net,took the Internet as a new field of marketing,sales channels,information exchange.Brand is the core value and differentiation advantage of the enterprise..In an Internet environment where information is highly developed,personalized products and services abound,the information gap is widening.In order to reduce the risk of consumption,consumers' judgment on products and services is more about brand power.This is especially true of Internet companies.In the face of opportunities and challenges,only to build the core competitiveness of the brand,and quickly win the consumer's psychological approval,the enterprise can develop rapidly.Web service about car,is refers to the online service platform based on network technology to build integrated supply and demand information,offline use eligible vehicles and drivers,taxi booking services business activities.With its convenient,personalized and high-quality service model,it has won the recognition of the market.However,in the course of the rapid development of the industry,there have been many problems in the construction of the company's brand.This paper takes Didi taxi as the research object,the survey was conducted through questionnaires and interviews with passengers,the online taxi and the traditional taxi drivers,Didi taxi company staff,people in charge of the industry sector and other related parties.According to the analysis,three problems such as inaccurate brand positioning,low brand image recognition and poor marketing are pointed out;Then analyzes the causes from the perspective of the industry,external enterprises,and enterprises,and points out that the existing brand strategy is the inevitable choice of the Internet industry exploration,affected by the competitors and the investor pressure,and their internal management relative lag,the supply side control force is insufficient.On the basis of using the SWOT model to analyze the competitive dynamics of Didi taxi's brand,four measures including clear brand positioning,brand image,brand extension and brand internal management are put forward,it provides some reference and reference for the future brand management and differentiation strategy of Didi taxi.