近年来，网络预约出租车行业的发展迅速，在一定程度上为市民的日常出行 提供了更多的选择。然而，在现如今的发展状态下，网约车公司大多都呈现严重 的亏损状态，这是由于网约车具有明显的规模效应，正常的运营需要大量活跃用 户才能得以保证。网约车的本质是解决用户的出行，网约车市场呈现各公司产品 同质化严重，价格战激烈的局面。为了争取更多的用户资源，各大网约车公司都 在通过降低价格的方式吸引用户，占领市场。网约车公司之间的竞争不仅在于用 户的争夺，还包括对网约车司机的竞争，为了保证车辆的正常运营，不仅需要保 障司机薪资收益，还要通过不同的激励措施鼓励司机提升运营效率，再加上网约 车行业的重资产特性，网约车公司运营成本高昂。网约车企业却往往忽视了需求 量并不意味着利润的现实，忽视成本影响，导致企业提升需求量但依旧亏本的本 末倒置的情况。 曹操出行是由世界500强车企吉利集团布局“新能源汽车共享生态”的战略 性投资业务，是首个建立新能源汽车出行服务标准的专车品牌。2018年7月正 式在兰州开始运营，执行时间差异化定价方案，通过这种方式赢取大量用户，但 是面对目前的亏损状态，急于通过优化现有的定价模式，制定适合自己的定价策 略，逐步实现扭亏为盈的状态。 本论文对现有的差异化定价模式进行研究改进，从价格需求弹性进行分析， 调整工作日出行高峰与平峰期不同时间的差异化定价策略，并且借助RFM模型 进行用户分类管理，实现不同用户的差异定价，提出通过关注“冒泡用户①”的 需求信息特点，调整差异化定价策略。基于提升需求转化率的目标，对客户需求 进行分析，根据需求信息对客户添加标签细分，为不同的客户制定不同的定价方 案，从而实现用户差别定价，对用户的出行需求进行引流，增加订单的完成数量， 提升车辆运营的效率，实现兰州曹操出行在现阶段因素限制下的收益最大化。 关键词：网约车，差异化定价，策略研究 ①冒泡用户：指登录网约车客户端，输入起始地与目的地的信息，但是未发起需求的用户 MBA学位论文 作者：董书暚 兰州曹操出行网约车差异化定价策略改进研究 II Research on Improvement of Differential Pricing Tactics of Caocao Car-hailing Platform in LanZhou Abstract In recent years, the rapid development of car-hailing industry, to a certain extent, provides more travel options for the daily travel of citizens. However, in today's development state, most of the online car Hailing companies are in a serious loss state, which is due to the obvious scale effect of online car hailing, normal operation needs a large number of active users to be guaranteed. The essence of online car Hailing is to solve the displacement problem of users. The market of online car Hailing presents a situation of serious homogenization of products and fierce price war. In order to strive for more user resources, the major online car Hailing companies are attracting users and occupying the market by reducing prices. The competition between companies is not only on users, but also the competition of drivers. In order to ensure the normal operation of vehicles, it is not only necessary to guarantee the salary income of drivers, but also to encourage drivers to improve the operation efficiency through different incentive measures. In addition to the heavy asset characteristics of online car Hailing industry, the operation cost of online car Hailing companies is high. Though, the online car Hailing enterprises often ignore the fact that demand does not mean profit, and ignore the cost impact, which leads to the fact that the enterprises increase demand but still lose money. Cao Cao car-hailing platform is a strategic investment business of "new energy vehicle sharing ecology" arranged by Geely Group, one of the world's top 500 automobile enterprises. It is the first special vehicle brand to establish new energy vehicle travel service standards. In July 2018, it officially started operation in Lanzhou, implementing the time differential pricing scheme to win a large number of users in this way. However, in the face of the current loss state, it is urgent to optimize the existing pricing mode, develop a pricing strategy suitable for itself, and gradually realize the state of turning loss into profit. This paper studies and improves the existing differential pricing model, analyzes the elasticity of price demand, adjusts the differential pricing strategy of different time MBA学位论文 作者：董书暚 兰州曹操出行网约车差异化定价策略改进研究 III during the peak and peak periods of business days, and implements the differential pricing of different users with the help of RFM model. Based on the goal of improving the demand conversion rate, this paper analyzes the customer demand, subdivides the customers according to the demand information, and formulates different pricing schemes for different customers, so as to realize the differential pricing of users, guide the travel demand of users, increase the number of completed orders, and improve the efficiency of vehicle operation Rate, to maximize the benefits of the travel of Lanzhou Cao Cao under the constraints of current factors. Key words: car-hailing, differential pricing, researching on tactics MBA学位论文 作者：董书暚 兰州曹操出行网约车差异化定价策略改进研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................ II 第一章 绪论 .............................................. 1 1.1研究背景与意义 .............................................. 1 1.1.1研究背景 ............................................... 1 1.1.2研究意义 ............................................... 2 1.2研究目标与内容 .............................................. 4 1.2.1研究目标 ............................................... 4 1.2.2研究内容 ............................................... 4 1.3研究方法与框架 .............................................. 6 1.3.1研究方法 ............................................... 6 1.3.2研究框架 ............................................... 7 第二章 相关理论概述 ...................................... 9 2.1需求弹性理论 ................................................ 9 2.2差异化定价理论 .............................................. 9 2.3收益管理理论 ............................................... 10 2.4RFM模型 .................................................... 11 第三章 兰州曹操出行运营现状与定价策略分析 ............... 14 3.1网约车行业运营现状 ......................................... 14 3.1.1网约车行业运营模式 .................................... 14 3.1.2网约车行业整体运营现状 ................................ 15 3.1.3网约车行业定价现状 .................................... 15 3.2兰州曹操出行运营现状 ....................................... 17 3.2.1兰州曹操出行简介 ...................................... 17 3.2.2兰州曹操运营概况 ...................................... 18 MBA学位论文 作者：董书暚 兰州曹操出行网约车差异化定价策略改进研究 V 3.3兰州曹操出行运营模式分析 ................................... 19 3.3.1运营模式存在问题 ...................................... 19 3.3.2运营模式问题成因分析 .................................. 25 3.4兰州曹操出行定价策略问题分析 ............................... 29 3.4.1现阶段定价方案及存在问题 .............................. 29 3.4.2定价策略问题分析 ...................................... 30 第四章 兰州曹操出行差异化定价策略改进 ................... 34 4.1差异化定价策略改进目标 ..................................... 34 4.1.1改进目标分析 .......................................... 34 4.1.2目标差距分析 .......................................... 35 4.1.3目标改进思路 .......................................... 36 4.2兰州曹操出行差异化定价策略改进内容 ......................... 37 4.2.1兰州曹操出行需求情况分析 .............................. 38 4.2.2工作日定价策略调整 .................................... 40 4.2.3非工作日定价策略调整 .................................. 44 4.2.4机场订单定价策略调整 .................................. 45 4.2.5用户差异化定价策略 .................................... 47 第五章 兰州曹操平台定价策略实施保障 ..................... 50 5.1兰州曹操出行需求数据库建立 ................................. 50 5.1.1需求系统识别系统 ...................................... 50 5.1.2需求系统可视化 ........................................ 51 5.2兰州曹操出行用户数据库建立 .................................