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疯狂补贴跑马圈地结束 网约车竞争进入“下半场”

2017-05-22 11:33:19   

网约车竞争进入“下半场”

秦海波

网约车靠疯狂补贴跑马圈地的“上半场”竞争已经结束,进入到以品质、服务和创新取胜的“下半场”。借助大数据、无人驾驶、人工智能等技术,网约车平台有望从单纯的出行服务平台,升级为智能交通服务的综合提供商,创造高效可持续的未来出行新生态

5月20日,北京市网约车新政5个月过渡期结束。按照规定,网约车合法化运营必须做到平台持证经营、司机持证上岗、车辆持证载客。未获得北京网约车牌照的,在北京地区将被视为非法运营。目前,滴滴、神州、首汽约车、易到等主要网约车平台都已获得北京网约车牌照。

2016年11月份,《网络预约出租汽车经营服务管理暂行办法》正式施行,各地以其管理细则出台时间为准,广州、上海不设缓冲期,北京设了5个月过渡期。据不完全统计,目前全国有70多个城市发布了管理细则,其中超八成的细则要求网约车驾驶员有本地户籍或居住证,九成要求网约车为本地号牌或本地登记注册。以北京、上海为例,均要求“京籍京牌”和“沪籍沪牌”。

新政的核心要义,在于希望网约车“高品质服务、差异化经营”,与传统巡游出租车融合协调发展,更好地为市民提供安全、便捷、舒适的出行服务。随着各地管理新政的陆续实施,网约车靠疯狂补贴跑马圈地的“上半场”竞争已经结束,进入到以品质、服务和创新取胜的“下半场”。未来的网约车平台,将不仅仅提供专车、拼车等出行服务,还要将消费、购物、娱乐等嵌入,为用户提供全生活场景服务。

首先,网约车今后的竞争重点不再只是价格,而是品质和服务,要为用户提供一站式的出行体验。高素质乘客、高素质司机、高品质车辆,会是网约车平台的运营方向,更注重快捷品质出行和用户体验。除了即时用车、预约用车、接送机等常规网约车服务场景外,还应提供多日接送、日租、半日租、商务多功能车等细分产品。滴滴更是战略投资了ofo小黄车,双方在用户注册、认证、押金缴纳、在线支付、客户服务等方面全线打通,使用户可以享受无缝接驳的便捷出行体验。

其次,与传统巡游出租车相比,网约车平台应差异化经营,双方融合发展而不是替代竞争。比如滴滴,目前已同全国超过200家出租车企业展开了合作,帮助后者实现线上管理和智能派单,提升传统出租车的运营效率和服务水平。再比如易到,今年将在核心城市开设100家“易到之家”线下综合体,汇集车辆销售、置换、金融保险、维修保养等诸多线下业务,探索差异化的盈利模式。

再次,网约车平台拥有大量驾驶和出行数据,应基于海量数据、智能调度、路径规划等创新技术,帮助城市管理者开展前瞻性的市政规划和基础设施布局,从而共建智慧交通体系。滴滴今年4月份宣布对各地交通管理部门开放“滴滴交通信息平台”,免费提供当地的交通运行指数、实时路况、拥堵研判、出行热力图等,并与贵阳、深圳等多个城市在智能交通方面共同合作和研究。

据统计,网约车目前只承载了我国每天城镇人口出行需求的1%左右,未来还有很大的发展空间。借助大数据、无人驾驶、人工智能等技术,网约车平台有望从单纯的出行服务平台,升级为整个智能交通服务的综合提供商,创造高效可持续的未来出行新生态。

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