基于消费者价值的打车出行服务竞争策略研究

Research on Competitive Strategy of Taxi Travel Service Based on Consumer Value

伴随着消费者自.我意识的提升,消费者满意度逐渐成为衡量企业竞争力的重要指标.基于消费者价值理论,以打车出行消费者效用为主要分析工具,探究出行服务属性对消费者价值的影响,建立消费者出行服务效用模型,最后利用数值模拟方法探讨出消费者效用变化对企业利润的影响.通过数值试验表明:对于具有基本出行服务价值优势的传统出租车来说,坚持合理的出行价格是使企业获利的主要策略,而对于在增值服务质量有优势的互联网专车来说,坚持开发中高端出行市场,提高消费者增值服务效用能够提高企业利润.

With the improvement of consumers,self-awareness,consumer satisfaction has gradually become an important indicator to measure the competitiveness of enterprises.Based on the theory of consumer value,this paper takes the utility of taxi travel as the main analytical tool,explores the impact of travel service attributes on consumer value,establishes a model of consumer travel service utility,and finally uses numerical simulation to explore the changes in consumer utility to enterprises.The impact of profit.Through numerical experiments,it is shown that for traditional taxis with the advantage of basic travel service value,insisting on reasonable travel price is the main strategy for making enterprises profitable,and for Internet buses with advantages in value-added service quality,insist on development.In the high-end travel market,improving the value-added service of consumers can increase corporate profits.