1共享经济时代企业的竞争策略研究 —以哈啰单车为例摘要2014 年，北大毕业生戴威与 4 名合伙人共同创立 OFO，致力于解决大学校园的出行问题。2016 年底以来，国内共享单车突然就火爆了起来，同年九月份，哈啰单车正式成立。凭借差异化策略、智能技术驱动的精细化运营、优秀的成本控制能力和极致的用户体验，哈啰单车从激烈的共享单车市场竞争中脱颖而出一跃成为共享单车行业市场和用户口碑的领导者。然而时至今日，一线城市如北上广，仍然难以见到哈啰的身影。本文旨在研究哈啰出行在不同发展阶段所运用的竞争策略，如成立之初为打开市场采用“农村包围城市”的策略；分析其企业优势，如用户体验好、最受地方政府欢迎等；并据此研究使其在一线城市更快更好发展的合理策略，如加强线下投入，改善车辆使用潮汐问题等。扩大哈啰出行在一线城市的市场份额，并期望以此为蓝本为共享经济企业提供理论及现实参考。关键词：共享经济；哈啰单车；竞争策略；一线城市2AbstractIn 2014, Peking University graduate Dawei and4partners co-founded ofo, dedicated to solving the problem of traveling on the campus of the university. Since the end of 2016, domestic bicycle sharing has suddenly become popular. In September of the same year, Hello Bicycle was officially established.With its differentiated strategy, smart technology-driven refined operations, excellent cost control capabilities and the ultimate user experience, it has emerged from the fierce competition in the bike sharing market and has become a leader in the bike sharing industry market and user reputation.However, today, Tier 1 cities such as Beijing, Shanghai,and Guangzhou still have difficulty seeing the presence of Hello. This article aims to study the competitive strategies used by Hello to travel at different stages of development, For example, the strategy of "rural encircling the city" was adopted in order to open the market at the beginning.Analyze their corporate advantages, such as good user experience,most popular with local...
