Research On The Retention Strategy Of Shouqi Car-hailing Platform’s Contracted Drivers

With the acceleration of urbanization,the living standards of Chinese residents are improving day by day,resulting in a strong demand for residents to travel.Car-hailing has gradually become a common choice for people to travel because of its convenience.As the demand in the travel market continues to rise,various online car-hailing platforms have emerged,thus improving the problem of residents’ difficulty in getting a taxi.Now there is a mismatch between supply and demand in the car-hailing market,and the supply of transportation capacity cannot fully meet the travel needs of residents.The scale of drivers,which is the capacity resource of online car-hailing,has become an important factor affecting the development of online car-hailing platforms.In the context of the upgrading of domestic online car-hailing industry supervision,with the increasingly fierce competition in the online car-hailing market,improving the retention rate of online car-hailing drivers is a necessary measure to ensure the supply of transportation capacity.With the transformation of the operating model,Shouqi Car-hailing Platform has weakened the restraint on contracted drivers,and Shouqi Car-hailing Platform is facing the problem of lower contracted driver retention rate.Therefore,it is necessary to study the retention of Shouqi Car-hailing Platform’s contracted drivers.The thesis takes Shouqi Car-hailing Platform’s as a research case,selects Shouqi Car-hailing Platform’s contracted drivers as the research object,and discusses the problem of driver retention on the online car-hailing platform.First,introduce the online car-hailing business of Shouqi Car-hailing Platform,defines the classification of Shouqi Car-hailing Platform’s contracted drivers,and analyze Shouqi Car-hailing Platform’s drivers current status from four dimensions: city category,driver type,income range and platform competitiveness.Then,divide the influencing factors of driver retention into two categories: external factors and internal factors,and use the actual survey data to carry out regression analysis based on the external and internal factors that affect the driver retention rate of Shouqi.Among them,the external influencing factors are extracted from the analysis results of the retention status of Shouqi Car-hailing Platform’s drivers,and the internal influencing factors are extracted from the results of the questionnaire.Finally,according to the key factors affecting the retention rate of Shouqi Car-hailing Platform’s drivers,propose the problems existing in the retention strategy of Shouqi Car-hailing Platform’s drivers,and put forward optimization measures and safeguard measures to improve the drivers’ retention rate.The research results show that the high attrition rate of drivers of Shouqi Car-hailing Platform in the process of retention and transformation is due to external factors such as urban factors,income,order volume,competition in the same industry,commission ratio,employment mode change and internal factors such as age,education and occupation.The optimization measures that can be taken for Shouqi’s Car-hailing retention strategy include: formulating hierarchical subsidy policy and launching gold driver plan;strengthening training management and mental health management;introducing dynamic order delivery mechanism to increase various vehicle projects;enhancing the competitiveness of the platform and optimizing the recall plan.The research has practical value.It can not only help Shouqi Car-hailing Platform optimize its contracted driver retention strategy and ensure the supply of transportation capacity,but also provide experience and reference for other online car-hailing platforms.