Wang, Huan
(2018)
Value analysis on station-less bicycle sharing systems in China, from companies, customers and external environment’s perspective.
[Dissertation (University of Nottingham only)]
Abstract
This research is aimed to analyze how the station-less bike sharing systems create the positive and negative value from the perspective of companies with station-less BSS, customers, and the external environment. The whole research applies qualitative method and inductive approach, and the research design covers case study, questionnaire, and literature review. The case study will select Mobike as the representative company for the value analysis on station-less BSS from companies’ perspective. Then, the questionnaire will be designed through customer perceived value models to analyze how station-less BSS create the value for customers. The value analysis from the perspective of external environment will be based on the secondary data like industry report, and news interview manuscripts.
In the case study of Mobike, the general business canvas, UI analysis, and Mobike’s innovations will be analysis. From Mobike’s case, these companies with station-less BSS usually obtain the financial support from the deposit strategy, and exchange the customer resource through their strategic cooperation with key business partners, like Wechat and small online shopping platforms. Like Mobike’s app, most bike sharing services are offered to customers on the platform of mobile app and their disadvantage is functionality only centering on bike sharing service. In addition, from the case of Mobike, innovative operation strategies and technological innovations are another two factors to facilitate the success of bike sharing companies.
According to questionnaire results, station-less BSS obtains high-level customer perceived value and almost monopolize the entire market of bike riding. However, the issues like deposit strategy, information leakage, bike quality, bike area allocation, and waste bike solution negatively affect user experience.
From the perspective of external environment, station-less BSS firstly improve urban mobility. For the other industries, although the development of these systems provides business opportunity with bike manufacturers, the explosive growth of bike sharing industry damage the diversity of the whole bicycle industry. Except the industry attack, unreasonable shared bike management and related illegal behaviors (e.g. bike theft) bring the negative influences to the external environment, especially for local governments.
Finally, this dissertation will discuss three significant issues (deposit strategy, shared bike management, and illegal behaviors) from the value analysis, and give the respective recommendations to companies, customers, and external environment (mainly for government).
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