Classified Index: C939
U.D.C.: 005
A Dissertation for the Degree of MBA
RESEARCH ON MARKETING STRATEGY OF
KD DRIVING COMPANY IN HARBIN
Candidate:
Supervisor:
Guan Jian
Prof. Li Guoxin
Academic Degree Applied for: Master of Business Administration
Affiliation：
Beijing Didi Infinity Technology and
Development Co., Ltd.
Date of Defense:
December, 2020
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
nd more people began
to use the driving service. In recent years, my country's car sales have increased
year by year, and people are more pursuing a healthy way of traveling. This has
made driving services an indispensable section in my country's service industry.
Moreover, with the continuous upgrading of designated driving service level and
the emergence of small and medium-sized driving companies, China's designated
driving industry pattern has gradually changed from large-scale competition to
marketing strategy competition. How to improve the existing service level,
enhance the competitiveness of enterprises, optimize the marketing strategy of
enterprises, increase the number of new users while maintaining the retention of
existing users, and further enhance the market share, is the main problem in the
development of China's designated driving enterprises.
This article takes Harbin area of KD designated driving company as the
research object, through consulting related academic literature and materials, and
effectively using various management tools in marketing, to conduct theoretical
analysis and strategic research on the KD's Harbin area marketing strategy, and
formulate and the implementation of a marketing strategy optimization program.
So that the enterprise can continue to expand industry influence and expand
market share.
This article introduces the Harbin area of KD on behalf of driving from the
aspects of user attributes, driver situation and service standards, and analyzes the
macro environment and industry environment. This paper uses 4C marketing
theory to analyze the current situation of Harbin regional marketing strategy of
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