论文总字数：18105字

摘 要

随着城市化进程不断加快，“最后一公里”问题成为采用公共交通出行的城市居民面临的主要障碍。与此同时，日趋严重的环境污染问题也受到了更多人的重视。在这样的背景下，被誉为中国“新四大发明”之一的共享单车应运而生，其不仅势在完成交通行业最后一块“拼图”，同时也符合低碳出行的环保理念。自2007年起，共享单车在中国共经历了三个发展阶段——从2007年至2010年间的市政公共单车租赁，到2010年至2014年间的企业承包市场单车，再到2014年至今企业主导的互联网共享单车。而后，以OFO、摩拜等为首的互联网共享单车迅速发展，并吸引大量创业者和投资者进入该市场。至2016年底，共享单车品牌已达到25家以上，市场竞争的日益加剧，也让各大品牌为抢占市场继续加大单车投入量。但由于这种极其依赖融资的运营方式存在巨大风险，共享单车行业以其同样快的兴起速度快速陨落。

事实上，共享出行企业大致分为三类：网约车、共享单车和共享汽车。由于网约车的供给端已从兼职逐步转化成一种职业行为，所以网约车发展至今已不再是传统意义上的共享经济了。另一边，共享汽车由于市场还不够普及，因此本文选取共享单车进行分析，先介绍了整个共享单车行业的盈利模式现状，包括其历史、构成要素等，并与其他共享出行企业类型进行比较，探索其创新之处。接着引出共享出行企业盈利模式所面临的困境及成因，采用文献研究、案例研究以及比较分析等研究方法，意在挖掘出共享单车行业的盈利点，从而对整个共享单车行业未来的盈利趋势进行预测并提出建议。

本文通过深层分析和研究对比发现，众多共享单车企业的没落，是因为没有形成持续稳定的盈利模式。多年的市场经验已经揭示了共享单车是难赚钱的生意，但其产生的千万级流量令互联网巨头们难以拒绝。通过研究发现，共享单车前期主要靠吸引用户抢占市场，施以多渠道的经营和发展模式以求盈利。但是发展至今，共享单车被证明确实难以靠自身独立盈利。因此，在把握现有模式的同时，开拓新型模式，将自身与平台其他服务相结合，寻求多元发展，才能使共享单车行业以一个新的姿态存在于市场。

关键词：共享经济；共享单车；盈利模式

Study on The Profit Model of Shared Travel Enterprise

—— Taking Bike-Sharing As An Example

Abstract

With the rapid development of urbanization, the “Last kilometer” problem has become the main obstacle for the urban residents who go out by public transportation. At the same time, more and more attention has been paid to the increasingly serious environmental pollution. In this context, as one of China’s “The Four New Great Inventions”, the bike-sharing emerged, not only aiming at the completion of the last piece of “Puzzle” of the transport sector, but also in line with the environmental protection concept of low-carbon transportation. Since 2007, bike-sharing has gone through three stages of development in China -- from 2010 to 2014, from 2014 to present corporate led Internet bike-sharing. Since then, internet-sharing bikes, led by ofo and Mobike, have grown rapidly and attracted a large number of entrepreneurs and investors to have access to the market. By the end of 2016, the number of bike-sharing brands had reached more than 25, and the increasingly fierce competition in the market also made the major brands’ investment to be increased continuously in order to dominate the market. But the bike-sharing industry has fallen as fast as it has risen because of the huge risks of operating with such a heavy reliance on financing.

In fact, there are three types of shared transportation enterprises: car-hailing, bike-sharing and car-sharing. As the supply side of the car-hailing has gradually transformed from part-time into a professional behavior, so the development of the it is no longer in the traditional sense of sharing economy. On the other hand, because the market of shared cars is not popular enough, this paper selects shared bikes for analysis, and firstly introduces the current situation of the profit model of the whole bike-sharing industry, including its history, components and so on, and compared with other types of shared travel enterprise, to explore its innovation. Then, the paper draws out the difficulties and causes of the profit model of the bike-sharing enterprise, and uses the methods of literature study, Case Study and comparative analysis to excavate the profit point of the bike-sharing industry, so we can predict the future profit trend of the whole bike-sharing industry and make some suggestions.

Through deep analysis and research, we find that the decline of many bike-sharing enterprises is due to the lack of a sustainable and stable profit model. Years of marketing experience have shown that bike sharing is a hard business to make money from, but the tens of millions of traffic acquisition costs it generates makes it hard for internet giants to resist. Through the research, it is found that in the early stage of bike-sharing, the main way is to attract users to dominant the market and make profits through multi-channel operation and development. But until now, the ride-sharing industry, led by bike-sharing, has proved difficult to make money on its own. Therefore, in order to make the bike-sharing industry exist in the market with a new modality, we should grasp the existing model, develop new model, combine itself with other services of the platform, and seek diversified development.

Keywords: Sharing economy; Bike-sharing; Profit model

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.2.1 研究目的 1

1.2.1 研究意义 1

1.3 研究内容及方法 2

1.3.1 研究内容 2

1.3.2 研究方法 2

第二章 文献综述 3

2.1 共享单车企业盈利模式的现状 3

2.2 共享单车企业盈利模式面临的困境及成因 3

2.3 完善共享单车企业盈利模式的对策 4

2.4 文献综述 4

第三章 共享单车企业盈利模式的现状 5

3.1 共享单车行业发展历程 5

3.2 共享单车盈利模式的构成要素 5

3.3 共享单车与其他共享出行企业盈利模式比较分析 6

3.3.1 共享单车相对政府公共单车的创新点 6

3.3.2 共享单车相对于私家车的盈利创新点 6

第四章 共享单车企业盈利模式面临的困境及成因 7

4.1 共享单车当前盈利所面临的主要问题 7

4.1.1 押金难退 7

4.1.2 运营成本高 7

4.1.3 利润点单一 7

4.1.4 平台间恶性竞争 8

4.2 共享单车盈利模式存在问题的成因 8

4.2.1 押金挤兑丑闻 8

4.2.2 城市“潮汐效应” 8

4.2.3 用户素质参差不齐 8

第五章 完善共享出行企业盈利模式的对策 10

5.1 政府方面对策及建议 10

5.1.1 健全相关法律制度 10

5.1.2 完善配套设施建设 10

5.2 企业方面对策及建议 10

5.2.1 缓解高运营成本 10

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