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3.3.3 Incompatibility between We-chat and Didi Taxi application 10
3.3.4 Distract drivers' attention 11
3.3.5 Locate inaccurately 11
3.3.6 Large amount consumption of network traffic 11
3.4 The Opportunities for Developing Didi Taxi application 12
3.4.1 Extensive user group 12
3.4.2 Central government's support for Didi Taxi application 13
3.5 The Threats for Developing Didi Taxi application 13
3.6 The Strategic Analysis Based on SWOT matrix 14
Chapter Four Suggestions 16
4.1 Synchronize the We-chat and Didi Taxi application 16
4.2 Implement the idea of setting up VIP users 16
4.3 Boost the corporation between We-chat and network operators 17
4.4 Exploit new functions of the software 17
4.5 Establish privacy protection system 17
4.6 Design humanized interface 18
Chapter Five Conclusion 19
References 20
Appendix 21
An Analysis of the Marketing Strategy of Didi Taxi Application
Chapter One Introduction
1.1 Research background
With the development of science and technology, a large number of mobile phone applications are beginning to appear in people's life. These mobile phone applications have been an important part in our daily life. They bring a lot of convenience for people's life. So these mobile phone applications such as taxi applications and online ordering applications are becoming more and more popular Both of them have been an essential part of our daily life with the popularity of online shopping, online ordering and online entertainment. Especially, the taxi applications are popular not only at home, but also at abroad. Foreign taxi market develops earlier and its main taxi application is Uber. Recently, many taxi applications such as Didi, kuaidi, Uber and Dida have appeared owing to the board prospect of taxi market and Didi has the largest market share. Sootoo published an analysis report of Q1 taxi market in 2014. According to the data in the report, the market share of Didi Taxi application has accounted for 60.2%. And with the rapid growth of taxi market, the competition between the taxi applications is very fierce. Kuaidi taxi has been a great threat for Didi Taxi application. Didi get financial support from Tencent while Kuaidi get financial support from Alibaba. Kuaidi competes with Didi by comparing how much allowances they give to customers and drivers, which has threatened the position of Didi. Meanwhile, although the taxi applications bring a lot of convenience, they also pose issues to people's lives. Therefore, it is very necessary for Didi Taxi application to make an appropriate marketing strategy.
1.2 Significance and purpose
Didi Taxi application is a mobile application with Internet technology. It was pushed by Xiao Jie Technology Company in Beijing and it collaborates with Gaud map and Baidu map. This paper aims at studying Didi Taxi application because Didi Taxi application has become the biggest flatform of taxi applications. Sootoo published an analysis report of Q1 taxi market in 2014. According to the data in the report, the market share of Didi Taxi application has accounted for 60.2%. It suggests that the market share of Didi Taxi application is big. Furthermore, Didi Taxi application get finical support from Tencent. So people can get some properties and gold coins of Tencent game except some allowances. But when the Kuaidi comes to our vision, it poses some threats to Didi Taxi application. Therefore,it is very necessary to make an appropriate marketing strategy for Didi Taxi application to the take over the market.This paper aims at analyzing Didi’s marketing strategy by the SWOT and then make suitable strategy and suggestions for Didi’s future plan.
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