校园共享单车运营模式分析及管理策略

论文总字数：24535字

摘 要

共享单车的概念早在2016年就火起来，当时整个资本市场都为之沸腾。它的出现收到了意外的追捧，两年时间迅速收获了广大用户的认可。和曾经的滴滴Uber大战相似，共享单车行业也经历了一次用户争夺的“烧钱争地”，接着由于相关政策和管理措施的出台以及企业自身生存发展需要，企业纷纷调整其运营策略力图获利。

与其他的社会场合不同，大学校园作为共享单车的一个重要投放点，其需求与管理会由于适用人群的特殊性从而会产生特殊的运营现象，本文利用亚德里安的运营模式四要素框架来分析校园运营模式的具体问题，从校园共享单车管理的角度出发研究校园共享单车运营模式和管理策略可以给企业管理一些具体的、创新的视角。

本文将以南京东南大学九龙湖校区为例，力图找出校园共享单车的盈利运营模式，首先通过问卷调查研究校园出行现状收集有用的数据，以及使用probit模型分析学生共享单车用户的特征，为企业找到盈利关键问题，即校园价格以及管理问题。然后通过价格模型和实地实验调查提出管理建议，并分析方案的关键点，为共享单车企业在校园的运营提供参考意见。

关键词：校园； 共享单车； 运营模式； Probit模型

Abstract

The concept of bike-sharing began as early as 2016, when the entire capital market was boiling. Its appearance has received an unexpected pursuit. In two years, it quickly gained the recognition of the majority of users. Similar to the previous case of Uber and Didi, the shared bicycle industry also experienced a “price battle” that competing for users. Then, due to the introduction of relevant policies and management measures and the need for the company’s own survival and development, companies have adjusted their operating strategies to obtain profit.

Different from other social occasions, the university campus as an important point of sharing bicycles, its demand and management will produce special operating phenomena due to the particularity of the applicable population. This article uses the four elements of the operating mode of Adrian's analysis to analyze the specific issues of the campus operating model, from the perspective of bike-sharing management on campus, research on the bike-sharing operating mode and management strategy can give the enterprise management some specific and innovative perspectives.

This article will use the Jiulonghu Campus of Southeast University in Nanjing as an example to try to find profitable operating models for bike-sharing on campus. First, we will investigate the current status of campus travel through questionnaires and analyze the characteristics of students sharing bicycles using the Probit model to find the key profit problems for enterprises. Then put forward management suggestions through price models and field experiment surveys, and analyze the key points of the plan to provide reference opinions for the sharing of bicycle companies on campus operations.

Key words: Campus , bike-sharing, Probit model,

目 录

摘要 ……………………………………………………………………………………………Ⅰ

Abstract …………………………………………………………………………………… Ⅱ

1. 绪论 ……………………………………………………………………………1

1.1 研究背景 ……………………………………………………………1

1.2 研究意义 ………………………………………………………………2

1.3 研究思路 ………………………………………………………………2

1.4 理论基础 ……………………………………………………………………3

1.5 文献综述 ……………………………………………………………………4

1.5.1 国外文献综述 …………………………………………………4

1.5.2 国内文献综述 …………………………………………………4

1. 东南大学共享单车运营管理现状及问题分析 …………………………7

2.1 运营调查现状 ……………………………………………………………7

2.2 数据分析 ………………………………………………………………………7

2.2.1 数据检验 ………………………………………………………7

2.2.2 描述性统计 …………………………………………………8

2.2.3 用户特征分析 ………………………………………………9

2.3 问题分析 ………………………………………………………………13

2.4 本章小结 ………………………………………………………………14

1. 东南大学共享单车管理策略及建议 ………………………………………15

3.1 价格策略 ………………………………………………………………15

3.1.1 出行成本 … ……………………………………………………15

3.1.2 定价策略 ………………………………………………………16

3.1.3 结果分析 ………………………………………………………17

3.2 调度管理策略 ……………………………………………………………18

3.3 本章小结 …………………………………………………………………20

第四章 结束语 ………………………………………………………………………21

4.1 本文主要结论 ……………………………………………………………21

4.2 有待改进的研究 …………………………………………………………22

致谢 …………………………………………………………………………………23

参考文献（References） …………………………………………………………24

附录 …………………………………………………………………………………25

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