The Research On The APP Marketing Strategy Of Mobike Technical Limited Company About Bike-sharing

Currently,it is an era of network information.The network operation mode of "Internet Plus" is very popular.In this case,the shared smart bicycle with Mobike as the leader comes into being.Taking the shared economy as the general background,the shared smart bicycle can solve the short-distance travel problem of consumers in essence.Facing many problems of China,such as the traffic congestion,the fast life and work pace,large exhaust emission of vehicles,the shared smart bicycle developed a new brand,which could be parked arbitrarily in any place and at any time.It can provide a perfect solution to the above-mentioned problems.The shared smart bicycle has put forward the operating philosophy of "getting through the last kilometer",advocating green,low-carbon,and healthy travel.It conforms to the philosophy of green and environmentally-friendly living,which is being implemented in China.As soon as the project is launched,it has aroused the resonance of a large quantity of consumers.It,to a large extent,has affected Chinese people's travel methods.Under the background of the mobile Internet era,the APP marketing model is a newly rising marketing model.It has the characteristics of accurate interactive marketing and individuation,and has become an indispensable part of current marketing.The selected topic of this thesis comes from the suggestion of the tutor.The purposes of this research are as follows:(1)It is to analyze the existing problems in APP marketing of Mobike Technology Co.,Ltd;(2)It is to give reasonable suggestions for APP marketing strategy of shared bicycles;(3)It is to optimize the strategy suggestions in combination with the Marketing Theory of 4Cs.By means of the Marketing Theory on 4Cs,this thesis analyzes the current APP marketing situation of shared bicycles from Mobike Technology Co.,Ltd from four aspects as follows: consumer demands,consumer cost,consumer convenience,and consumer communication.It points out many problems in APP marketing of shared bicycles from Mobike Technology Co.,Ltd.The problems are as follows: the experience and feeling of consumers still needs to be improved;the usage cost of consumers is relatively high;the usage convenience of consumers needs to be strengthened;the communication and interaction with consumers need to be enhanced.In order to better solve the problem and put forward strategic suggestions,this thesis analyzes conducts the PEST analysis and STP analysis on the APP marketing strategy of the shared bicycles form Mobike Technology Co.,Ltd.Moreover,it puts forward suggestions as follows: providing diversified services to consumers;promoting consumers' recognition of brands;attaching great importance to consumers' inner expectation cost;designing products in a simple and practical way;optimizing product technologies continuously;offering preferential activities to new and old users;implanting advertising in APP programs;improving the efficiency of its own platform service;increasing cooperation with well-known platforms;improving its own APP platform communication channels;enriching external communication platform channels and other strategic recommendations.Finally,on the basis of the Marketing Theory of 4Cs,this thesis optimizes the proposed strategic suggestions.The optimized suggestions are as follows: increasing the hi-tech bicycle services;increasing the concept vehicle service of ordinary models;optimizing the brand image of Mobike APP;strengthening the emotional and value cultivation in publicizing the APP brand of the shared bicycles in Mobike Technology Co.,Ltd;optimizing the management of APP;highlighting convenience operations;adjusting appropriately the charging standards of its classic style and the Lite style;conducting differential pricing according to the characteristics of the market;expanding the channel of server;optimizing the technical design of programs;controlling the vulnerability risk of product upgrade;strengthening the currency control of App display information;increasing the offline marketing channel closer to customers;increasing the discount promotion activities in low peak period;increasing the optimization strategies,such as giving unique gifts to reciprocate loyal customer groups.There are also many deficiencies in this thesis.At first,duo to the constraints of objective factors,the data collection is in complete,and the data analysis is insufficient.Thus,the objectivity and the accuracy of research results need to be improved;second,the research of this thesis are mainly from the perspective of theories,so the results may not be comprehensive enough.In this case,we should make a more comprehensive analysis in combination with the perspective of other shared bicycle enterprises with the aim to improve the research value..