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日期： 2021年 5月 31日
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签
名：
日期：2021年 5月 31日
日期：2021年 5月 31日
导师签名：

摘要
摘要
随着国民经济和消费水平的快速发展，我国汽车行业开始从销售转向服务，
汽车产销企业面临巨大的机遇和挑战。随着互联网经济、大数据时代的到来，建
立品牌价值，打造良好口碑，为用户端提供更优质的服务，是各车企追逐的目标，
更是“汽车服务集团”业务转型、服务升级、经营思变的唯一出路。
作为主机厂的 A公司，在如此形势下，依托互联网平台的建设，通过汽车出
行服务业务运营策略的应用，助力车辆营销，赋能经销商服务转型，提升车辆运
营效率。本文旨在总结分析 A公司汽车出行服务业务运营策略现状，面对市场
与竞争，使其实现出行服务商的转型。通过构建更符合当前市场环境、技术环境
的业务运营策略来提升 A公司的竞争力。
本文首先对 A公司进行了介绍，阐述了 A公司当前的出行服务运营困境，
分析了 A公司在外部环境与内部环境相结合的情况下所面临的挑战。接下来通
过对某知名出行服务商的出行业务策略进行研究，阐明了某知名出行服务运营商
的目标市场定位及业务画像，介绍了其主要出行业务及其特点。接着阐述了该公
司的业务运营策略和选择原因，以及目前的业务运营方式。根据其运营数据分析
结果，对运营问题进行总结和诊断。
最后，为了了解 A公司业务和消费者的需求偏好，进行了问卷调查和数据
收集。根据数据分析结果，在借鉴某知名企业出行服务运营策略的基础上，为 A
公司出行服务业务运营破局提供改进思路及策略。
通过对 A公司的运营策略进行研究，将有助于互联网经济体中的其他相似
公司提高车辆运营效率，增加收入，实现转型，为其他相似公司提高市场竞争力
提供一定的借鉴。
关键词：汽车；互联网；出行服务；租赁运营
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Abstract
Abstract
With the rapid development of national economy and consumption level, China's
automobile industry began to shift from sales to service, automobile production and
marketing enterprises are facing great opportunities and challenges. With the advent of
Internet economy and big data era, establishing brand value, creating good reputation
and providing better service for users are the goal pursued by automobile enterprises,
and the only way out for business transformation, service upgrading and business
thinking change of "automobile service group".
Company A, as the main engine plant, in such a situation, relying on the
construction of Internet platform, through the application of operation strategy of
automobile travel service business, helps vehicle marketing, enables the service
transformation of dealers, and improves the efficiency of vehicle operation. The
purpose of this paper is to summarize and analyze the status quo of a company's
automobile travel service business operation strategy, in the face of market and
competition, to realize the transformation of travel service providers. Through the
construction of a more in line with the current market environment, technology
environment business operation strategy to enhance the competitiveness of a company.
This paper first introduces company a, describes the current travel service
operation dilemma of company a, and analyzes the challenges faced by company a
under the combination of external environment and internal environment. Then,
through the research on the travel business strategy of a well-known travel service
provider, this paper clarifies the target market positioning and business portrait of a
well-known travel service operator, and introduces its main travel business and its
characteristics. Then it describes the company's business operation strategy and
selection reasons, as well as the current business operation mode. According to the
operation data analysis results, the operation problems are summarized and diagnosed.
Finally, in order to understand a company's business and consumers' demand
preference, questionnaire survey and data collection are carried out. According to the
data analysis results, based on the travel service operation strategy of a well-known
enterprise, this paper provides improvement ideas and strategies for company a's travel
service business.
Through the research on the operation strategy of company a, it will help other
similar companies in the Internet economy to improve vehicle operation efficiency,
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