共享单车的转移成本和客户锁定策略研究

On the Transfer Cost and Customer Lock-in Strategy of Bike-sharing Companies

本文分析了在"互联网+"共享经济背景下,我国共享单车企业的"客户锁定"问题,基于转移成本视角对共享单车企业如何提高用户粘性和扩大用户规模进行系统分析。采用实例对比分析的方法,从用户行为的角度探讨影响用户选择共享单车的因素,并据此为共享单车企业营销提出相应建议。

This paper explores the problem of ＂customer lock-in＂ facing the bike-sharing operators in our country under the background of the ＂Internet Plus＂ sharing economy and comprehensively analyzes on how they can improve the stickiness and scale of users from the transfer cost perspective. With a case-comparison method, this paper discusses the factors that influence the users＇ choice of bicycles from the perspective of user behavior, and accordingly puts forward suggestions for the marketing of the bike- sharing enterprises.