案例编号:
CN_2018XXXTYDZSW_4773
译名:
Is User Experience “the Decisive Factor”? –The Rise and Fall of Bluegogo
译者:
Xu Jingyue, Yang Bo, Dong Hao
中文关键词:
共享单车;小蓝单车;用户体验;竞争战略
英文关键词:
Bluegogo, bike-sharing, user experience, competition strategy
中文摘要:
在共享单车行业快速发展和激烈竞争的条件下,被誉为“最好骑的共享单车”——小蓝单车死在了寻找资本的路上。虽然其后由于滴滴出行的接盘,小蓝单车迎来了“死而复生”的希望,但是种种不利因素使其能否真正复生面临诸多的不确定性。本案例从新兴行业竞争战略选择的视角,对小蓝单车的兴衰史进行了全程的追踪,重点关注其在顾客群的界定、顾客需求的把握、满足顾客需求方式三个核心要素上决策,并引导学生思考新兴行业的特殊性对于企业竞争战略的影响。
英文摘要:
Due to fierce competitions in the burgeoning bike-sharing market, Bluegogo, once known as “the best 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 competition strategy for rising 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 special features of rising industries on companies’ competition strategy.
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