共享经济下共享单车的盈利模式研究—以摩拜为例

XCLW52493  共享经济下共享单车的盈利模式研究—以摩拜为例  (字数：13406)

中文摘要

随着经济的快速发展，互联网技术这一行业迅速崛起。“互联网+”战略的推出，代表着新的经济形态的到来，各个行业都想跟互联网相结合。我国传统的经济发展方式所走的道路是先发展经济然后再治理环境，这样的传统工业对环境造成了严重的污染，同时会导致资源消耗多、资源浪费等情况。生态环境不断地被破坏，人们也逐渐了解到环保的重要性，了解到要对资源进行充分地利用。共享经济与O2O模式的兴起得力于互联网的发展，这两者是共享单车更好发展的基石。“最后一公里”现状的改变，以及交通拥挤的改善，也归功于共享单车的兴起。共享经济这种模式，使得社会资源得到再利用，但是这种模式同样也面临着许多机遇和问题，需要我们不断地去探索。

本篇文章主要介绍了共享经济、盈利模式和O2O商业模式的相关理论，以及共享单车这一行业的发展。以摩拜共享单车为例，对摩拜科技有限公司进行了深入全面的分析，阐述了共享单车企业的盈利模式，发现其盈利的新赢利点，发现其盈利模式所存在的问题，并提出解决问题的建议。

通过深入的研究和分析发现，摩拜共享单车的盈利主要以客户为主，所以吸引客户占领市场是十分重要的。通过线上与线下相结合的模式，形成了一种独特的盈利模式。这种各种渠道相结合的盈利模式中，客户和其运行的平台是盈利的重要环节。同时，共享单车企业可以通过企业间合作、大数据服务、广告投入的收入等方法来增加自己的赢利点，拓展自己的盈利途径。

关键词：共享经济；共享单车；盈利模式；O2O商业模式

abstract

With the rapid development of economy, the Internet technology industry is rising rapidly. The introduction of the "Internet +" strategy represents the arrival of the new economic pattern, and all industries want to integrate with the Internet. The traditional way of economic development in China is to develop economy first and then to control the environment. Such traditional industries cause serious pollution to the environment, at the same time, it will lead to a lot of resource consumption and waste of resources. The ecological environment is constantly destroyed, and people gradually understand the importance of environmental protection and the need to make full use of resources. The rise of sharing economy and o2o mode is attributed to the development of Internet, which are the cornerstone of the better development of sharing bicycle. The change in the status quo of the "last kilometer" and the improvement of traffic congestion are also attributed to the rise of shared bicycles. The mode of sharing economy makes social resources reused, but it also faces many opportunities and problems, which need us to explore constantly.

This article mainly introduces the theory of sharing economy, profit model and o2o business model, as well as the development of sharing bicycle industry. Taking Moby bike sharing as an example, this paper makes an in-depth and comprehensive analysis of Moby Technology Co., Ltd., expounds the profit model of the bike sharing enterprise, finds out the new profit point of its profit, finds out the problems existing in its profit model, and puts forward suggestions to solve the problems.

Through in-depth research and analysis, it is found that the main profit of Moby bike sharing is customers, so it is very important to attract customers to occupy the market. Through the combination of online and offline mode, a unique profit model has been formed. In this kind of profit model of combining various channels, customers and their operating platform are the important links of profit. At the same time, bike sharing enterprises can increase their own profit points and expand their own profit channels through cooperation among enterprises, big data services, advertising investment income and other methods.

Key words: sharing economy; sharing bicycle; profit model; o2o business model

目录

第一章  绪  论1

1.1  选题背景及选题意义1

1.1.1  选题背景1

1.1.2  选题意义1

1.2  国内外研究动态2

1.2.1  国外研究动态2

1.2.2  国内研究动态2

1.3  研究思路以及方法3

1.3.1  研究思路3

1.3.2  研究方法3

1.4  可能的创新点3

第二章  共享经济及其盈利模式的相关理论3

2.1  共享经济概述3

2.1.1  共享经济的定义3

2.1.2  共享经济在我国的发展现状4

2.2  盈利模式概述4

2.2.1  盈利模式的定义与相关理论4

2.3  O2O商业模式概述4

2.3.1  O2O商业模式的定义4

2.3.2  O2O商业模式的营销特点4

2.3.3  O2O商业模式的流程5

第三章  共享单车概述及其盈利模式研究—以摩拜为例6

3.1  共享单车行业的发展概况及现状6

3.1.1  共享单车行业的发展概况6

3.1.2  共享单车行业的现状6

3.2  共享单车盈利模式的主要要素7

3.3  摩拜公司的基本情况7

3.3.1  公司的背景介绍及公司概况7

3.3.2  公司的财务状况7

3.4  摩拜单车的盈利点8

3.4.1  进行市场细分8

3.4.2  扩大城市规模8

3.4.3  控制单车成本和单车投放密度9

3.5  摩拜单车盈利模式的分析9

3.6  共享单车盈利所面临的问题11

3.6.1  单车乱停放问题11

3.6.2  单车损坏多，维护成本高11

3.6.3  赢利点单一11

3.6.4  企业之间的不良竞争11

3.6.5  押金难退，法律制度不健全11

第四章  共享单车盈利模式问题的对策11

4.1  解决共享单车盈利模式问题的对策11

4.1.1  解决单车乱停放问题，加强管理11

4.1.2  解决单车损坏多及其维修成本高的对策12

4.1.3  创造新的利润点12

4.1.4  建立行业的规范，形成合理竞争12

4.1.5  健全相关法律法规12

4.2  共享单车盈利模式未来展望12

4.2.1  与景点合作，与旅游业结合12

4.2.2  与骑行俱乐部合作12

结  论12

参考文献14