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Abstract With the development of domestic E-commerce, a large number of mobile phone applications are beginning to appear in people's life. These applications' function is becoming more and more powerful and they started to play an important role in our daily lives. However, more and more phone spam also emerge owing to lacking market supervision. The mobile phone applications will be making a thorough reform to get out of the dilemma. As a mobile phone application, Didi Taxi application also faces challenges with the rapid growth of itself. It also produces some issues of the safety of driving and paying.
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This paper employs the method of SWOT to analyze Didi Taxi application. The questionnaire is designed on the basis of the internal and external factors. Based on statistics, the strengths, weaknesses, opportunities and threats of Didi Taxi Application will be analyzed. Then the thesis put forward SO strategy for Didi Taxi application. At last, some suggestions for SO strategy are put forward: (1)synchronize the We-chat and Didi Taxi application (2) implement the idea of setting up VIP users (3) boost the corporation between We-chat and network operators (4)exploit new functions of the software (5) design humanized interface (6) establish privacy protection system.32190
Key Words: Didi Taxi application SWOT mobile phone application marketing strategy
摘 要随着电子商务的不断发展，大量的手机应用软件渐渐进入人们的生活，影响着我们的生活。在互联时代，这些软件的功能愈来愈强大，它已然在我们的生活中占有重要的地位。但是，同时因为缺乏市场监管,越来越多的垃圾软件涌现出来,手机应用软件正在进行全面的改革以摆脱此困境。滴滴打车作为一款新兴的手机应用软件，在快速发展的同时，也面临着很多挑战。滴滴打车在为我们带来便利的同时，也存在着行车安全性、支付安全性等问题。
本文将使用SWOT分析法来分析滴滴打车的营销策略。本文通过SWOT分析中内外部因素来设计和发放问卷，基于数据统计和分析来对滴滴打车的优势、劣势、机会和威胁进行分析。然后，根据SWOT分析得出SO战略。最后为滴滴打车的SO战略建议：（1）将微信与滴滴打车同步（2）建立VIP用户（3）加强微信与网络运营商的合作（4）提升软件的性能（5）设置人性化界面（6）建立隐私保护系统
毕业论文关键词：滴滴打车 SWOT分析法 手机应用软件 营销策略
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Research background 1
1.2 Significance and purpose 2
1.3 Methodology 2
Chapter Two Literature Review 4
2.1 Researches at home or aboard 4
2.1.1 Researches aboard 4
2.1.2 Researches at home 5
2.2 The brief introduction of SWOT 6
Chapter Three The analysis of SWOT 7
3.1 Pre-questionnaire reasearch 7
3.2 The strength of Didi Taxi application 7
3.2.1 Finical support from Tencent 8
3.2.2 Various payments 8
3.2.3 Various ways of ordering 8
3.2.4 Concise interface 8
3.2.5 Reduce the possibility of carrying no passengers 9
3.2.6 Find the lost goods in the taxi more easily 9
3.3 The weakness of Didi Taxi application 9
3.3.1 Leak personal information 9
3.3.2 Potential risk of We-chat payment 10