| With the opening of the "two sessions" in 2016,the concept of "sharing economy" appeared for the first time in the Government work report.Comrade Li Keqiang,premier of the State Council,proposed to support the development of sharing economy,let more and more people participate in the sharing economy to become rich,at the same time,proposed to rely on the system,innovation of mechanism to promote the sharing economy industry to become bigger and stronger.Sharing economy has gradually become popular among major enterprises.new forms of sharing economy,such as life service,transportation travel,housing and accommodation,have emerged in the public life field,and become the hot spots pursued by various start-up companies.In April 2016,Beijing mobike Technology Co.,Ltd.,innovated on the traditional O2 O business model,combining traditional bicycles with intelligent communication modules such as GPS,and launched the first new intelligent sharing bicycle model in the world,by using APP,of smart phone,people can share bicycles without piles,so that users can locate and use the nearby mobike whenever and anywhere,effectively solving the problem of short distance travel encountered by people in their daily life,to provide fast and convenient intelligent travel services for users from all over the country and overseas cities.This paper mainly through the literature analysis method and the demonstration analysis method,collect,,organize and summarize the files of mobike science and technology limited company,then combine the specific real situaiton of compnay's development,analyze the macro environment,industry competition situation regarding to mobike company's development and at the same time,deeply understands the advantages and problems faced by mobike Company in its development,and analyze the internal environment of enterprise development based on the financing situation of enterprise development,product operation and R & D design capabilities and other aspects.Then,by using PEST model and SWOT matrix analysis model,the advantages and disadvantages,opportunities and threats in the development of mobike Company been sorted out,so as to form the goal and choice of the future development strategy of mobike Company.Under the condition that it has already gained a strong position in the market,adopting the enhanced strategy to ensure the number of bicycles put in,expand the channel marketing,in the first and second tier cities where the product layout has been completed,constantly ramming up the number of users,ensuring user activity,in the same time,expanding overseas markets and domestic third and fourth tier cities,and developing new user groups.At the same time,continue to insist on differentiated development in product design,with "intelligence + travel" of Internet + thinking idea,build mobike into an intelligent travel tool to make the travel of the people more convenient and comfortable.According to the choice of mobike company's development strategy,in the process of implementing the strategy,we insist on well doing the user operation,optimize the product design system,explore the diversified profit model,and propose from these three aspects: capital,technology and human resources,to provide assurance for the company to implement strengthen strategy and differentiation strategy.The significance of this paper is that the sharing bicycle industry has just emerged,the whole industry has not yet formed a stable profit model,and for the sharing of bicycle enterprises as the main body of research papers are still less.By taking mobike Science and Technology Co.,Ltd as the research object,this paper discusses how to improve the market share and brand influence of sharing bicycle enterprises in the fierce market competition based on the enterprise's own development situation,gradually step into a path of sustained and stable development,provide some enlightenment and reference value for entrepreneurs and researchers preparing to enter this industry in the future. |
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