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摘要在“打车难”问题日益突出的今天，应用打车软件叫车已成为一种新的打车趋势。为实现这一新产品的全面推广，各大打车软件公司各显其能，竞争激烈。因此，研究打车软件推广的影响因素，从而制定具有针对性的推广方案是有必要的。48169
在打车软件领域中，快的打车的地位举足轻重。本文根据快的打车软件推广影响因素的4个维度，市场环境、用户体验、推广模式和软件功能进行分析，然后对这四个维度细分成17个因素来进行调查研究，结合线上线下形式进行问卷发放，根据调查的统计数据，运用单样本T检验法进行检验。得出政策管制、第三方的战略合作、与嘀嘀打车的竞争及合并、用户有效性、吸引性体验、补贴推广、口碑营销因素对快的打车软件的推广影响比较大。此外软件功能通过影响用户体验间接影响快的打车软件的推广，商业融资、与嘀嘀打车竞争及合并影响补贴推广模式的实施，进一步影响用户吸引性体验，从而影响快的打车软件的推广。据此，快的打车软件运营商可以制定相应的对策加强潜在打车用户的培养，并加大推广力度促进我国打车软件市场的长远发展。
毕业论文关键字：打车软件 ；推广；影响因素；快的打车
Abstract: At present, the taxi problem are serious, using the taxi software has become a new trend. Taxi software companies all try their best to promote the new product, and participate in the fierce competition. Therefore, it is necessary to study the influencing factors of the taxi software’s promotion and formulate promotion plan.
KUAI DI plays a key role in the field of taxi software. The study intends to analyze based on the 4 dimensions of factors, as market environment, KUAI DI’s function, promotion’s model and user experience. And then to carry out investigation and Research on the four dimensions is subpided into 17 factors on the Questionnaire Star. According to the statistics of investigation, the study uses the method of hypothesis testing to verify. The effects of the policy, the third party’s strategic cooperation, the competition and mergers with DIDI, attractiveness, availability, subsidies–promoting, word of mouth marketing and other factors on the KUAI DI’s promotion is relatively large. In addition, the function influences indirectly the promotion of taxi software by attractiveness and availability. The competition and mergers with DIDI, financing influences the subsidies–promoting. According to the conclusion, KUAI DI can formulate corresponding measures to strengthen the development of potential users of the taxi, and increase efforts to promote to achieve the long-term development of China's taxi software market.
Keyword：Taxi software; promotion; influencing factors; KUAI DI
目录
1绪论 1
1.1研究背景及意义 1
1.1.1研究背景 1
1.1.2研究意义 1
1.2研究内容和方法 1
1.2.1研究内容 1
1.2.2研究方法 2
1.3技术路线 2
1.4本文创新点 2
2文献综述 3
2.1移动电子商务相关研究综述 3
2.2打车软件推广相关研究 3
2.3研究的问题 4
3快的打车软件推广的影响因素分析和假设 5