ofo小黄车英语ppt
- 1. An analysis of Ofo bicycle's business
- 2. ·brief introduction . Theoretical basis of network marketing ( 4p marketing )网络营销理论基础（4P营销） ·Analysis of marketing problems . Advise Contents
- 3. Part 1 brief introductionIn 2014, Dai Wei, a graduate of Peking university, and four partners jointly founded ofo. It is the largest campus transportation solution in China with the core product of " ofo shared bicycle". Due to their low cost and large quantity, they quickly occupied the markets everywhere, achieving 51.6 % of the market share with a cumulative total of more than 6 million bicycles put on the market worldwide. 2014年，北大毕业生戴威与4名合伙人共同创立OFO。ofo以“ofo共享单车”为核心产品，是目前中国规模最大的校园交通代步解决方案。凭借其低成本，数量多等特点迅速占领各地市场，以全球累计投放超过600万辆单车的成绩实现51.6%的市场占有率。
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- 5. Part 2 Theoretical basis of network marketing ( 4p marketing )Products Price Place promotion
- 6. 2.1 Products ofo yellow car brings people a convenient and fast travel experience, builds a brand image with the iconic yellow car body color, adopts a shared travel mode of 1 for n, solves the " last kilometer" travel problem, and focuses on a low-carbon and environment-friendly green travel mode. ofo小黄车带给人们方便、快捷的出行体验，以标志性黄色车身颜色建立品牌形象，采取以1换N的共享出行方式，解决“最后一公里”出行问题，主打低碳环保的绿色出行模式。
- 7. 2.1 Products Through the convenient operation of the mobile client application software, use the password to unlock the car immediately, lock and disturb the password to facilitate the next car, thus realizing the project benefits. The product greatly alleviates traffic jams, reduces environmental pollution. 通过移动客户端应用软件的便捷操作，使用密码解锁立即用车，上锁打乱密码方便下一次用车的方式，实现项目收益。该产品缓解了交通堵塞问题，减少了环境污染。
- 8. 2.2 PriceThe general public need to register and pay a deposit of 199 yuan to have the right to use the ofo yellow car. after that, they will be charged at 1 yuan per hour and the deposit will be refunded. 一般社会人群需要登录注册交纳199元押金即可有权使用ofo小黄车，之后按每小时一元计费，押金采取可返还的方式。
- 9. 2.3 placeofo adopts B2C mode and provides service directly to consumers. Consumers can search for nearby bicycles through app、Wechat service number or AliPay. Swipe the two-dimensional code of the car body to obtain the unlock code, and charge for the ride time. ofo采用B2C模式，直接面向消费者提供服务的商业零售模式。消费者通过APP，微信服务号，支付宝 这些平台寻找附近单车，扫取车身二维码获取解锁密码，按骑行时间计费。
- 10. 2.4 promotion1 advertising promotion:The promotion of ofo bicycles pays great attention to the operation of social media. It mainly uses the main public number of micro-blog and Wechat to carry out the promotion, paying attention to giving red packets, riding on regular free rides and other ways to increase the number of people using ofo bicycles. Ofo单车的宣传很注重社交媒体的营运，主要是利用微博微信的主要公众号进行宣传，通过关注发红包、定期免费骑行等等方式扩大ofo单车的使用人数。
- 11. 1 advertising promotion: In addition, pop star Lu Han was invited as an image spokesperson to convey to the public the new concept of travel and living in a light, efficient, green and environmentally friendly city advocated by ofo. 另外邀请当红明星“鹿晗”作为形象代言人，向社会大众传递ofo所一直提倡的轻便高效、绿色环保的城市新出行生活理念。
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- 13. 2 special group marketing After students complete the real name verification can they use the car free of charge for one semester only by paying a deposit of 9.9 yuan, which attracts a large number of student users. 学生完成实名验证,只需交纳9.9元押金就能一学期免费用车，吸引了大量学生用户.
- 14. 3 Deposit exemption planJoining the AliPay deposit exemption plan，users do not have to pay an expensive deposit before riding a shared bicycle. 加入芝麻信用免押计划 ，用户不必在骑行共享单车之前还需要缴纳不菲的押金。
- 15. Part 3 Analysis of marketing problems
- 16. Although the minibus has seized the opportunity of the sharing economy, there have many problems since the introduction of the minibus. We will analyze the problems below.Marketing problem analysis
- 17. One - Inputs and losses cannot be met (入不敷出）The original intention of David, the founder of ofo, was to buy an ofo for 200 yuan and return the money in three months . Today, but the idea did not achieve ，a ofo yellow car cost 400 yuan, you need to double or even more time to recovery of costs, and for a long time can‘t get financing will lead to the enterprise capital(资金） chain rupture（断裂）, unable to realize own quickly back to the profit . On the other hand, due to the reduction of vehicle hardware cost, the vehicle is seriously damaged, the maintenance（维修） cost is huge, and it is not wise to stop the accumulation of vehicles. Ofo 创始人戴维的初衷是一辆成本200元的ofo,三个月回本。但是这个想法没有实现，现如今一辆ofo小黄车成本400元，需要付出双倍甚至更多的时间去回收成本，且长时间拿不到融资会导致企业资金链断裂，无法实现自身快速回本盈利。另一方面，由于车辆硬件成本的降低，造成车辆毁损严重，维修费用花销巨大，停滞车辆累积，实非明智之举。
- 18. Two -Vehicle launching problem（车辆投放问题） In the early stage, a large number of researches were conducted to(局限于） collect data, and a large number of areas with heavy traffic were selected to release vehicles, especially on university campuses for students‘ experimental observation. Due to the imperfect（不完全的） data collection and the deviation（偏差） of users' habit estimation, too many vehicles are put into some places for no use, and too few vehicles are put into some places for no use. Ofo单车投放点主要为人群聚集地，前期通过大量调研收集数据，选取人流量密集的地区投放车辆，尤其是大学校园供学生群体实验观察。由于数据收集的不完善和用户习惯预估偏差，导致部分地点投放过多车辆无人使用，部分地点投放车辆过少找不到车辆的情况出现。
- 19. Ofo began by focusing on the lightweight cycling experience. However, the damage rate of the car is too high, such as the tire is rolled over, the chain is broken, the lock cannot be opened, etc., when the car is in bad condition, the user experience becomes worse and worse Ofo单车一开始主打轻便的骑行体验。但车的损坏率太高，比如车胎被轧，链条断裂，车锁打不开等，遇到坏车习以为常，用户体验度越来越差。Three - The vehicle damage rate is high and the maintenance is not timely 车辆损坏率太高和维修不及时
- 20. Four - Insufficient supervision and improvement of national quality 监管力度不够和国民素质有待提高Since its release, Ofo bicycle has become a mirror for the national quality test, reflecting many uncivilized habits of using cars . There are malicious（恶意的） vehicle behaviors such as user hiding, upper private lock, not parking the vehicle in the designated（指定的） position, causing the most deadly damage to the body of minibus. Ofo单车自发行以来，成为国民素质考验的一面明镜，折射出很多不文明用车习惯。存在用户私藏，上私锁，不在指定位置停放车辆等恶意用车行为，给小黄车车体造成最致命的伤害。
- 21. 1, Improve the quality of minivans and establish a regulatory mechanism 提升小黄车质量，建立监管机制 2，Overall optimization（最优化） of body configuration （配置）and vehicle body materials to reduce maintenance costs. 全面优化车身配置和车体材料，降低维护成本。 3，Using big data algorithm（算法） analysis 利用大数据算法分析 4，Improve relevant laws and regulations and seek government policy support. 完善相关法律法规，寻求政府政策支持。 Part 4 Some advice for ofo
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