摩拜单车营销策略--中美对比分析_英语论文.doc

中文摘要：在全球经济快速发展的环境下，人民生活水平日益提高，但是却出现了很多问题，例如全球变暖,交通拥堵等。这些问题都已经影响了人们的日常生活。随着影响的日益增大，一种新兴商业模式的出现在某种程度上改善了这个局面——共享单车。摩拜单车，作为共享单车的领头羊，在近几年得到了快速发展。因此，本文将首先阐述摩拜单车的发展现状及其受欢迎的原因。不仅如此，在其迅速发展期间，摩拜单车为了能使共享单车发扬光大，宣传其“让城市更美好”的理念，甚至进军了美国华盛顿等海外市场。然而，中美两国的许多文化的差异使得摩拜单车需要在两国采取不同的营销策略。因此，本文将结合4Ps理论对比分析摩拜单车在中美的营销策略的异同，从而发现摩拜单车在中美两国营销策略的得与失。最后，本文将针对新时代的新挑战，提出关于摩拜单车如何应对挑战，提高自身竞争力的建议。让我们怀着对摩拜单车的尊敬，祝愿它的明天更加美好。

关键词：摩拜单车；产品策略；价格策略；分销策略；宣传策略

Contents

Acknowledgments

Abstract

中文摘要

1.Introduction-1

1.1 Background-1

1.2 Literature review-1

1.3 The framework of this essay-3

2.Mobike—The World’s Largest Bicycle-Sharing Company-5

2.1 The status quo of Mobike-5

2.2 The reasons for Mobike’s popularity-6

3.Mobike’s Marketing Strategies:Similarities in China and America-9

3.1 Product strategies similar in China and America-9

3.2 Pricing strategies similar in China and America-10

3.3 Placing strategies similar in China and America-11

3.4 Promoting strategies similar in China and America-12

4.Mobike’s Marketing Strategies:Differences in China and America-14

4.1 Social-cultural differences in China and America-14

4.2 Product strategies different in China and America-14

4.2.1 Product strategy in China-14

4.2.2 Product strategy in America-15

4.3 Pricing strategies different in China and America-16

4.3.1 Pricing strategy in China-16

4.3.2 Pricing strategy in America-17

4.4 Placing strategies different in China and America-17

4.4.1 Placing strategy in China-18

4.4.2 Placing strategy in America-18

4.5 Promoting strategies different in China and America-19

4.5.1 Promoting strategy in China-19

4.5.2 Promoting strategy in America-20

5.Conclusion-21

5.1 Summary-21

5.2 Future challenge-22

References-24