Research On Mobike's Marketing Strategy Optimization

With the development of network technology,the sharing economy is prevailing,and dockless sharing bicycles are entering the public's life under such a background.As a member of the dockless shared bicycle,MoBike stands out from its competitors with its stylish appearance,trendy technology and convenient experience.However,in the era of contending,competition is ubiquitous.How to maintain their own advantages,and how to do well in expanding their own businesses have become a problem that must be solved for each shared bicycle company.The core business of Mobike is to provide customers with short-distance travel plans.The key to its development is the number of users and the use frequency of bicycles.Therefore,how to formulate appropriate marketing strategies to attract more customers and improve customer satisfaction has become the core of this study.This essay first introduces the significance of marketing and related theories,analyzes Mobike on the basis of 4P marketing theory,and uses qualitative environmental analysis,including Porter's five force model analysis and SWOT analysis to determine the strategic direction of marketing strategy optimization: improving service quality to improve customer satisfaction;then combined with quantitative customer satisfaction survey analysis of the current Mobike's product and service in the "top-four" issues,deposit issues and promotional bottlenecks,put forward technical optimization products,credit certification deposit,opening of corporate accounts,and cooperation with the new "new retail" nowadays,such these specific strategy optimization;Finally,a summary of the corresponding insurance measures from aspect of finance,manpower and government policy.In summary,this essay mainly analyzes the marketing strategy of the shared bicycle industry by using Mobike as an example.With the help of environmental analysis and questionnaires,it proposes corresponding marketing strategy optimization and guarantees,so as to improve customer satisfaction and utilization,and to create more value for the company.