Didi Fast Ride's Brand Communication And Strategy Optimization

Didi fast ride is one of the product of Beijing small orange Technology Co.,Ltd,which is a pretty young brand launched formally on May 7,2015.Take the opportunity of my graduation practice,I participated in the Didi fast ride's brand communication,and realized several existing problem of this brand,such as the lag in shaping brand image,the lack of brand communication activities and so on,so it is high time that Didi fast ride should form a workable operation scheme.In order to set the stage for the main body,I analysed the state of the Didi fast ride's brand communication,and adopted the questionnaires to obtain the individual's attitude towards this brand.In the third chapter,I analysed the mobile travel market,and sorted out some guiding strategies from its forrmer competitor UBER.The forth chapter is a complete presentation of scheme.Based on the cdear goals,I divided the contents into two parts:offline and online.The offline part is about several brand promotion activities,which using strategies such as Cross-border cooperation,precision transmission,word of mouth spread,public welfare activities spread to shape the ne-w brand image.The online part is the operation scheme of "Didi Hangzhou" wechat subscriptions account,aiming to increase the number of fans,rich platform content,make it to be influential.Beyond that I conducted effect evaluation.Due to the limited space and the lack of experience,the scheme should be updated and perfected in practice based on the new theory of brand communication.