| The network reservation taxi,referred to as “Car-hailing”,is a new business form.It is a service model that uses the Internet platform to provide a peer-to-peer service to meet the diverse travel needs of customers.At present,the network car industry is a big one,occupying the majority of the market share.Other major competitors include Shenzhou special car,Cao Cao travel,and the US group taxi.Traveling is a major event for people’s daily needs.With the improvement of people’s living standards,online car travel has gradually become a more common way of travel.The development of the network car industry has also driven the transformation of traditional car manufacturers to the service market.The traditional car manufacturers represented by the above-mentioned auto enjoyment trips and Geely Cao Cao travel have also joined the network car market.However,after several years of fierce competition,although traditional auto manufacturers are actively deploying the travel service market,how to change from manufacturing to service provision and which competitive strategy to win a place in the travel market is an urgent need for various auto groups.problem.LX is a subsidiary of GQ Group.Its business scope includes traditional taxi operation,car rental(long-term rental,short-term rental),and network car operation.The operating vehicles are mainly based on GQ brand vehicles and undertake GQ Group brand and product promotion.The important role.The main way of brand promotion is to improve the visibility of the brand’s driving vehicles on the road and accumulate the reputation of users.Therefore,the scale of business is a key element of brand promotion.LX’s current business scale is small,and it cannot form an influence in the Guangzhou market.The reason is that the taxi business belongs to the management of public transportation.It requires the management department to issue a taxi operation license.LX has only 105 operating licenses and cannot expand.The scale of operations;the car leasing business mainly serves related companies within the group,providing official car services and employee commuting services with limited business needs.Through analysis,it is found that the only way to market the brand and accumulate user reputation is the network car business.LX Company has disadvantages in terms of capital,technology and scale in the network car business,and it has a big gap with competitors in the industry.Therefore,how to develop a competitive strategy suitable for LX’s network car,choose which market positioning,and use its own resources.It is the most important and urgent issue for LX to build LX’s ability to build a place in the network.This thesis conducts an in-depth analysis of LX’s network car business,analyzes the resources,capabilities and value chain through internal environmental analysis to find out the advantages and disadvantages of LX’s development network car;then use PEST analysis model and porter The five-force model analyzes the company’s external environment,points out the opportunities and threats of the company’s development of the network car business;uses SWOT theory to develop a competitive strategy for the development of the company’s network car,and develops the competition of LX company for the target market analysis and market positioning.The strategy-concentration differentiation strategy adopts self-owned brand vehicles to focus on the express train business,and through the formulation of specific implementation strategies,the competition strategy for the company’s network development will be implemented,and LX’s network car business positioning and construction will be solved.The core competitiveness and other issues provide a theoretical basis for LX’s presence in the network.This paper,through the research on the competition strategy of LX company’s network car business,can provide reference for the traditional automobile manufacturers to establish a new automobile industry service ecological chain under the new development of the travel economy. |
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