网约车与出租车服务策略比较分析研究——基于大学生出行选择视角 公共管理专业VIP专享VIP免费

网约车与出租车服务策略比较——基于大学生出行选择视角摘要近年来，随着互联网＋背景下网络约车平台和专车服务的兴起，以及消费者对高品质出行服务需求的日益加大，传统出租车行业经营困境日益凸显，受“互联网＋”的影响以及出租车该采取何种竞争策略以应对消费环境的变革，谋取可持续发展动力成为行业关注的热点问题。本文围绕网约车与出租车额服务策略对比分析，探讨出租车行业发展存在的问题，并尝试从顾客满意度的视角，提出出租车行业与互联网时代相融合的、具有竞争性的、可实施的竞争策略，以期为相关管理者提供有价值的参考。关键词：网约车；出租车；乘车体验；服务策略AbstractInrecentyears,withtheriseofnetworkcarplatformsandcarservicesinthecontextofInternet+,andtheincreasingdemandforhigh-qualitytravelservicesbyconsumers,thetraditionaltaxiindustryhasbecomeincreasinglydifficulttooperate,andisaffectedby“Internet+”.Andwhatkindofcompetitivestrategyshouldbeadoptedbytaxistocopewiththechangesintheconsumerenvironment,andthepursuitofsustainabledevelopmenthasbecomeahotissueintheindustry.Thispaperfocusesonthecomparativeanalysisofthenetworkcarandtaxiservicestrategies,discussestheproblemsexistinginthedevelopmentofthetaxiindustry,andattemptstointroducethecompetitiveandpracticalimplementationofthetaxiindustryandtheInterneterafromtheperspectiveofcustomersatisfaction.Competitivestrategytoprovidevaluablereferenceforrelevantmanagers.Keywords:networkcar;taxi;rideexperience;competitivestrategy目录摘要..................................................................................................1Abstract................................................................................................1一、绪论..............................................................................................3（一）研究背景及意义................................................................3（二）国内外研究现状................................................................3（三）研究内容与方法................................................................4二、相关概念界定与理论基础..........................................................5（一）竞争战略............................................................................5（二）基于顾客满意度的服务营销理论....................................5三、网约车与出租车服务策略比较分析..........................................6（一）网约车服务策略分析........................................................6（二）出租车服务策略分析........................................................7（三）网约车与传统出租车的服务策略对比分析....................8（四）网约车的服务营销优势....................................................9（五）网约车对传统出租车行业的影响调查..........................101.问卷结果——乘客部分.....................................................102.问卷结果——司机部分.....................................................11四、互联网时代下出租车服务策略优化建议................................12（一）精准化服务营销——尝试微信打车..............................12（二）规范化服务营销策略......................................................13（三）服务的差异化营销策略..................................................141.内部服务差异化.................................................................142.营运服务的差异化.............................................................15（四）服务的关系营销策略......................................................15结束语......