Research On The Improvement Of Marketing Strategy Of Rail Transit Ride APP In City A

With the continuous development of urban rail transit,convenient,green and lowcarbon travel methods have become the first choice for travel.As of February 2022,City A has opened 7 operating lines,with 206.4 kilometers of operating kilometers,30 million passengers and more than 20 million in-stations.The urban rail passenger volume continues to rise,and the huge user group has attracted the commercial strategic goals of many companies.Payment is the primary function of rail travel APPs.The number of APPs with travel payment functions in the market has grown rapidly,and there are even more competitors like Alipay and We Chat with strong user groups,large user stickiness,wide coverage,and early market entry.The difficulty of competition makes the traffic cost higher and higher.At the same time,the homogenization of products in the market is becoming more and more serious,and lightweight payment methods are more popular.Facing the pressure of existing competitors and potential competitors,improving the marketing strategy of urban rail transit APP,realizing multi-party value,and occupying the minds of users has become the primary strategic task of the enterprise.Taking the rail transit ride-hailing APP in city A as the representative,Thesis adopts the questionnaire survey method,literature method,case analysis method,combined with4 V,4Is,integrated marketing and other related theories,and finds that the rail transit ridehailing APP in city A mainly has four aspects.Problems:(1)Lack of interest: In the era of fragmentation,boring and official apps have been gradually abandoned by the public,and apps that lack interest will no longer have marketing and market value.(2)It cannot bring benefits to users: Benefits are one of the important reasons for downloading,paying attention and sharing,usually the spiritual benefits that can satisfy the inner needs of users or the material benefits brought by promotion methods.(3)Lack of interaction with users:Compared with the previous marketing model,interaction is the biggest advantage of Internet marketing,which cannot be achieved by the previous marketing model.Interaction can help companies impress consumers and help companies win users.(4)Can not show individuality: APP needs to highlight its own characteristics and culture,be close to the user’s hobby,interpret the user,establish a personalized logo,and get rid of the conventional model.In response to the above problems,combined with the advantages of Internet marketing to integrate marketing,here is a preliminary proposal for the operation model and overall planning,to create a multi-dimensional integration of free subway rides,new retail platforms,online + offline new media,and Internet finance.Multi-format "rail transit new economic life,comprehensive service ecosystem",to achieve a win-win business sustainable development.In order to achieve the purpose of putting forward improvement suggestions for the marketing strategy of urban rail transit APP in city A,the research in Thesis can provide a certain reference value for the formulation of marketing strategies of other types of APPs.