论文总字数：29285字

摘 要

最近几年，共享经济作为一种新的经济形式，正在不断的融入我们的生活中，影响力也不断增加。共享单车是共享经济的一个典型代表，然而，在当下互联网时代，产品同质化严重，竞争异常激烈，共享单车企业取胜的关键是企业的运营能力，企业能否通过合理运营满足用户的个性化需求，增加顾客忠诚度。本文基于顾客忠诚度视角，研究共享单车企业的运营策略问题。

首先，本文对国内外文献的系统梳理，对共享单车企业的顾客忠诚度内涵进行了界定，将顾客忠诚度分为情感忠诚和行为忠诚两个维度。结合共享单车企业的特点，将共享单车企业运营策略划分为产品运营策略、用户运营策略、价格策略和营销策略四个维度，提出了研究假设，构建了运营策略对顾客忠诚度影响模型。进而，通过问卷调查法收集数据，利用SPSS25.0对研究假设进行了实证检验。通过相关分析验证了不同运营策略与顾客忠诚度之间的相关性，进而进行一元回归分析，对不同运营策略与行为忠诚和情感忠诚的影响进行分析。再进行多元回归分析，分析在整体情况下，各运营策略对行为忠诚和情感忠诚的影响程度。基于多元线性回归分析结果，对理论模型进行了修正。实证研究结果表明：产品运营策略、用户运营策略和营销策略对行为忠诚具有正向影响；产品运营策略、用户运营策略和价格策略对情感忠诚有正向的影响。根据实证研究结果，对提出的运营策略对顾客忠诚度影响模型进行修正。最后，根据研究结论，本文为共享单车企业提供了四条建议，即：合理分配共享单车的摆放区域；提高客服解决问题的能力；对信用良好的消费者实行减免押金；制定从消费者角度出发的营销策略。

关键词：共享单车；顾客忠诚度；运营策略

Under Network Environment Risks and Strategies bombing

ABSTRACT

In recent years, as a new economic form, sharing economy is constantly integrating into our lives, and its influence is also increasing. Bike sharing is a typical representative of the sharing economy. However, in the current Internet era, product homogeneity is serious, and competition is extremely fierce. The key for bike sharing enterprises to win is the operation ability of enterprises. Whether enterprises can meet the personalized needs of users and increase customer loyalty through reasonable operation. Based on the perspective of customer loyalty, this paper studies the operation strategy of bike sharing enterprises.

First of all, this paper systematically combs the literature at home and abroad, defines the connotation of customer loyalty of bike sharing enterprises, and divides customer loyalty into two dimensions: emotional loyalty and behavioral loyalty. Combined with the characteristics of bike sharing enterprises, the operation strategy of bike sharing enterprises is divided into four dimensions: product operation strategy, user operation strategy, price strategy and marketing strategy. The research hypothesis is put forward and the influence model of operation strategy on customer loyalty is constructed. Furthermore, according to collecting data through questionnaire survey, the research hypothesis is empirically tested by using SPSS25.0. Through correlation analysis, the correlation between different operation strategies and customer loyalty is verified, and then the influence of different operation strategies, behavioral loyalty and emotional loyalty is analyzed. Then the multiple regression analysis is carried out to analyze the impact of each operation strategy on behavioral loyalty and emotional loyalty in the overall situation. Based on the results of multiple linear regression analysis, the theoretical model is modified. The empirical results show that: product operation strategy, user operation strategy and marketing strategy have a positive impact on behavioral loyalty; product operation strategy, user operation strategy and price strategy have a positive impact on emotional loyalty. According to the results of empirical research, the model of the impact of operation strategy on customer loyalty is modified. Lastly, according to the conclusion of the study, this paper provides four suggestions for bike sharing enterprises, namely: reasonable distribution of bike sharing area; improving customer service ability to solve problems; reducing deposit for consumers with good credit; making marketing strategies from the perspective of consumers.

Keywords: Shared bicycle; Customer loyalty; Operating strategy

目 录

摘要 I

ABSTRACT II

第一章 引言 1

1.1研究背景及意义 1

1.1.1研究背景 1

1.1.2研究意义 1

1.1.3 研究内容与论文结构 2

1.1.4 研究方法 3

第二章 国内外研究现状 4

2.1 顾客忠诚度方面 4

2.1.1顾客忠诚的定义 4

2.1.2顾客忠诚度测量模型 4

2.2 共享单车运营策略方面 6

第三章 理论模型构建与问卷调研 8

3.1顾客忠诚度与共享单车企业运营策略的基本假设 8

3.1.1顾客忠诚度的量化 8

3.1.2基本假设 8

3.2顾客忠诚度与共享单车企业运营策略的理论模型构建 10

3.3问卷调研 10

3.3.1 问卷设计 10

3.3.2 数据收集 12

第四章 数据分析与模型检验 13

4.1描述性统计分析 13

4.2信度分析 16

4.3效度分析 18

4.4相关性分析 21

4.5回归分析 22

4.5.1 各策略对行为忠诚的回归分析 23

4.5.2 各策略对情感忠诚的回归分析 25

4.5.3 对行为忠诚的多元线性回归分析 28

4.5.4 对情感忠诚的多元线性回归分析 29

4.6假设检验与模型修正 30

第五章 结论与展望 32

5.1 研究结论 32

5.2 研究建议 33

5.3 研究局限与展望 34

参考文献 36

致谢 39

第一章 引言

1.1研究背景及意义

1.1.1研究背景

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