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1、CaseanalysisofUberexpansionintheChinesemarketChina'sonlinecarbusinessisexpanding,onthemarket,allbusinessesarelookingtoexpanditscustomer,suchasdropsquickly,easytotransport,Uberalsotakescorrespondingmeasures.Inordertoprofitinthemarket,ShouldUberchoosetofollowthoselead
2、erswhotrytobuyabiggermarketshare?Orturntoanotherkindofmodeltoappealtoconsumersandprofitsfromthebusiness?IthinkUbershouldchooseotherwaystoattractconsumersinmarketcompetition,andgainprofitfromthebusiness.Specificreasonsareasfollows:Inthefirst,thecurrentonlinecar'smark
3、etsituation.Accordingtotheincomeleveloftheuser,theusercanbedividedintodifferentgroups,theyarehighincomegroups,middleandhighincomegroups,moderateincomegroups,middleandlowincomegroupsandthelowincomegroups.BecauseofUberownstrengthaswellasthetenetof"UberForEverything",U
4、beronthebasisofmarketsegment,Uber'stargetmarketsareallmarketsegments.Forthispurpose,Uberlaunchedarangeofdifferentservicestomeettheneedsofdifferentgroups.Forexample,formiddleandlowincomegroupsandthelowincomegroups,itscharacteristicissensitivetotheprice,thedemandforse
5、rviceislow,therefore,UberintroducedUberXtoservethePeople'sDailyneeds,UberXischeaperandfasterthanataxi.Inviewofthehighincomegroup,itisnotsensitivetotheprice,theyemphasizethecomfortofataxi,andthepursuitofidentity,therefor,UberlaunchUberBLACKtaxiservices,providelimousi
6、neserviceforusers.Timelyexclusivedriversandluxurycars,notonlybroughtcustomersagooddrivingexperience,alsobroughtpsychologicalsatisfactiontocustomers.Ubermarketpositioningishead-onpositioning.InChina,thedomesticdropsataxiandquicklyoccupythemarket,Uberwithitspowerfulec
7、onomicstrengthandleadingtechnology,enteredthelineofsightofpeople.Inthetwoaspectsofthedriveranduser,toprovidemoreattractivesubsidiesandwelfare,toprovidemoreserviceandthecorrespondinglifewithtaxiservice,directlythreattotheDropsquickly,easytotransport'smarketposition.I
8、nthesecond,theadvantagesanddisadvantagesofchoosingtospendmoneytobuythemarketAccordingtoUberCEOTraviskaranNicksaid,Uberanddropsquicklyenter
