A Study on Marketing Strategy of Transportation App-A Case Of J Company

• Main Authors: HUANG,FU-YI, 黃富義
• Other Authors: LIU,SHIANG-TAI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/p3pxc5

碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 106 === The rapid development of digital technology and the rise of smart phones and application programs has brought people's lives into a digital environment. The Institute of Information Industry, III, has analyzed the “app user behavior” of Taiwanese citizens and found the Top 5 of APP types are: Communications (77.9%), Games (64%), Online shopping (46.2%), Transportation (40.7%), and Photos and videos (40%). Through the studies, we have noticed the use of applications subverts the original habits. The study attempts to focus on the development and status of major transportation APP as the research background and inquire into the business models, service models, and post-marketing consumer evaluations of the existing taxi apps. A case study was conducted the transportation application Join Me APP through case analysis and in-depth interviews to lead into the transportation APP marketing recommendations as follows: 1. Products: In the operational process of APP using, it has to be easy for users to adapt. JoinMe APP is also necessary to optimize itself continually among similar types of transportation APP. 2. Price: Refer to the same type of APP, providing price discount or offering coupons at primary stage. In addition to the difference in service prices, profit-making methods should also consider ways to increase profits by cooperating with merchants and exchanging advertising revenue. 3. Place: To enhance consumer experiences, how to allow users to meet their needs in efficient time is the goal of channel marketing. 4. Promotion: By excavate the entry point of consumers and differentiations with demands in the use of marketing operations and word-of months to build up trusts with high-usages of APP retention and adhesion, product and brand value will accumulated.