Is the User’s Experience to be blame? –The Rise and Fall of Bluegogo
Product Number：
EN_2020XXXTYDZSW_8240
Page Views：
592
CaseName：
Is the User’s Experience to be blame? –The Rise and Fall of Bluegogo
Authors：
Xu Jingyue, Yang Bo, Dong Hao
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Bluegogo
Industry：
Services
Discipline：
Information Technology & E-commerce
Scale：
SMEs
Language：
English
Type of Case：
Decision Case
KeyWords：
Bluegogo, bike-sharing, user experience, competition strategy
Abstract：
Due to fierce competitions in the burgeoning bike-sharing market, Bluegogo, once known as “the best user-friendly shared bikes” in China, came to a deadlock for lack of capital. It was later purchased by Didi and went back into the market. And yet, its prospect is still blurry given a number of severe challenges. This case studies the rise and fall of Bluegogo from the perspective of the competitive strategy for burgeoning industries. And in particular, focus is laid on the three essential factors---selection of target group, identification of customer needs, and optimization of customer service. It will help students comprehend the impact of the peculiarities of burgeoning industries on companies’ competitive strategy.
Intended Audience：
Undergraduate,EE,MBA,EMBA
Data Source：
Secondary
Publication Date：
2018
Revision Date：
2020
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