伴随着智能终端设备、移动定位技术等的发展和普及，共享出行平台应运而 生。共享出行平台不仅可以方便公众出行，同时也能为公众提供较为低廉的信息 获取渠道。网约车借助于共享出行平台，以绝对优势碾压传统出租车，既能提高 客户的用车体验，同时还能减轻公司的营运成本。网约车的诞生无形中提高了交 通工具的出行效率，缓解了公共交通压力，满足了社会公众多样化的出行需求， 并且发展十分迅猛。但随后各级政府纷纷对网约车平台的发展从法律层面予以管 控，致使网约车平台的发展明显受阻。经过激烈的市场竞争之后，能够在市场上 占有一席之地的网约车平台所剩无几。 目前，网约车平台之间的竞争已从快速扩张占据市场转入深化服务内涵，服 务已成为网约车平台营销的重要元素。本文以益民出行为研究对象，通过向乘客、 出租车司机、专车司机和益民出行公司人员等相关方就益民出行品牌经营和顾客 满意度等相关问题发放调查问卷进行调研，据此分析指出益民出行作为兰州本地 的网约车平台，与其他网约车平台相比，其顾客满意度水平还有很大的提升空间； 之后从行业、企业外部和企业自身角度进行了成因分析。最后，探索并制定益民 出行基于顾客满意度视角的营销策略提供一些参考和借鉴。 关键词：网约车，顾客满意度，营销 MBA学位论文 作者：李晓东 基于顾客满意度视角的益民出行网约车平台营销策略研究 III RESEARCH ON YIMIN CAR-HAILING PLATFORM MARKETING STRATEGY BASED ON THE PERSPECTIVE OF CUSTOMER SATISFACTION Abstract With the development and popularization of smart terminal equipment and mobile positioning technology, shared travel platforms have emerged at the historic moment. The shared travel platform can not only facilitate public travel, but also provide the public with relatively low-cost information access channels. With the help of the shared travel platform, online taxis can crush traditional taxis with absolute advantages, which can not only improve the customer's car experience, but also reduce the company's operating costs. The birth of Internet-linked cars has virtually improved the efficiency of transportation, eased the pressure on public transportation, and met the diverse travel needs of the public. It has developed rapidly. However, governments at all levels have subsequently controlled the development of ride-hailing from a legal level, which has significantly hindered the development of ride-hailing. After fierce market competition, there are few online ride-hailing platforms that can occupy a place in the market. At present, the competition between car-hailing platform has changed from rapidly expanding to occupy the market to deepening the service connotation. This article takes Yimin as the research object as an investigation by issuing questionnaires to relevant parties such as passengers, taxi drivers, special car drivers, and Yimin company personnel on Yimin car-hailing platform management and customer satisfaction. According to this analysis, it is pointed out that Yimin car-hailing platform is a local online ride-hailing platform in Lanzhou. Compared with other online car-hailing platforms, its customer satisfaction level still has a lot of room for improvement. Then analyzes the causes from the perpective of the industry. Finally, exploring and formulating Yimin car-hailing platform marketing strategy based on the perspective of customer satisfaction provides some reference and reference. Key words: car-hailing，customer satisfaction，marketing MBA学位论文 作者：李晓东 基于顾客满意度视角的益民出行网约车平台营销策略研究 IV 目 录 中文摘要 ................................................................................................... II Abstract .................................................................................................... III 第一章 绪论.............................................................................................. 1 1.1 研究背景及意义 ............................................. 1 1.1.1 研究背景 ............................................................................................................... 1 1.1.2 研究意义 ............................................................................................................... 3 1.2 研究内容和方法 ............................................. 5 1.2.1 研究内容 ............................................................................................................... 5 1.2.2 研究方法 ............................................................................................................... 6 第二章 相关概念及理论基础 ................................................................. 7 2.1 相关概念 ................................................... 7 2.1.1 网约车 ................................................................................................................... 7 2.1.2 网约车平台营销策略 ........................................................................................... 7 2.2 理论基础 ................................................... 8 2.2.1 顾客满意度 ........................................................................................................... 8 2.2.2 STP理论 ................................................................................................................ 8 2.2.3 4C营销理论 .......................................................................................................... 9 2.2.4 PEST分析 ............................................................................................................ 10 2.3国内外文献综述............................................. 10 2.3.1 关于网约车的研究 ............................................................................................. 10 2.3.2 关于顾客满意度的研究 ..................................................................................... 11 2.3.3 关于市场营销的研究 ......................................................................................... 12 2.3.4 文献述评 ............................................................................................................. 13 第三章 兰州益民出行营销现状分析 ................................................... 15 3.1 兰州益民出行公司概况 ...................................... 15 3.1.1 公司简介 ............................................................................................................. 15 3.1.2 兰州益民出行平台运营模式 ............................................................................. 16 3.2 兰州益民出行营销现状分析 .................................. 17 3.2.1 兰州益民出行营销现状 ..................................................................................... 17 3.2.2 兰州益民出行营销现状分析 ............................................................................. 18 3.3 兰州益民出行顾客满意度调查 ................................ 18 3.3.1 兰州益民出行顾客满意度调查介绍 ................................................................. 18 3.3.2 兰州益民出行顾客满意度调查结果分析 ......................................................... 19 MBA学位论文 作者：李晓东 基于顾客满意度视角的益民出行网约车平台营销策略研究 V 第四章 兰州益民出行市场营销策略制定 ........................................... 26 4.1 兰州益民出行STP分析 ...................................... 26 4.1.1 目标市场细分 ..................................................................................................... 26 4.1.2 目标市场选择 ..................................................................................................... 26 4.1.3 目标市场定位 ..................................................................................................... 26 4.2 兰州益民出行PEST分析 ..................................... 27 4.2.1 政治法律环境 ..................................................................................................... 27 4.2.2 经济环境 ............................................................................................................. 28 4.2.3 社会文化环境 ..................................................................................................... 30 4.2.4 技术环境 ............................................................................................................. 31 4.3 兰州益民出行目