摘 要

2015年的6月份，来自北大的戴威和他的4位合伙人将共享单车ofo带到了世人面前，这种依托于互联网的单车在作为一个短途出行工具时较其他出行方式显得格外便捷高效，很快就受到了共享单车分布区域人们的追捧，报道上也常说这是一种能解决现代人们最后一公里路程的最好出行方式。但随着共享单车行业的规模不断扩大，各种单车企业的出现，也使共享单车的服务质量问题不断凸显，为了保证以后共享单车市场的可持续健康发展，就需要一定的服务质量分析，本文就ofo小黄车为模本进行针对性分析，可以及时了解ofo服务质量上的缺陷，所以有必要对ofo小黄车进行服务质量评价。

本文在研究国内外文献的基础上，建立了包含有形性、可靠性、响应性、移情性和安全性的SERVQUAL评价表，并且通过问卷调查方式收集ofo小黄车数据，总结得出相关结论，再依据问卷调查数据制作对应圆饼图，深度探究ofo小黄车在服务质量上存在的问题，理解并试探性提出对应方案解决提升ofo小黄车的服务质量。

本文所做的问卷调查以ofo小黄车为对象，设计了服务质量调查问卷，在相关实际数据的支持下，通过圆饼图进一步建立分析ofo小黄车服务质量评价指标体系。据得到的数据，ofo小黄车的用户偏年轻化，而相关满意度也只是中等偏下。

再去研究不同属性人们对ofo小黄车的态度及使用率，可以明显得出学历以及寻找车辆时间的不同对小黄车的满意度也是十分显著。基于之前种种分析，可以得出ofo小黄车想要提升自身素质，提升自身的服务质量，首先优先改进的是发行车辆的质量，及时对市场上人们对小黄车的满意度调查以及开展推动主要业务的拓展，与多方网络平台开展合作，提升自己在用户心中形象。

通过ofo与同行摩拜单车的一系列对比，制作swot分析，进一步补差探讨，得出ofo小黄车身上的优劣势，及怎样抓住自己的优点推动自身发展并压过同行，从优秀同行身上吸收优秀行为，提升自身的服务质量，提前看清共享单车未来发展道路，由此总结升华相关积极建议，提出相关建议及方向。

关键词：ofo小黄车，服务质量评价，SERVQUAL,SWOT分析

Ofo service quality evaluation

ABSTRACT

In June 2015, Dewey, from Peking University, and four of his partners brought the shared bike ofo to the world, an Internet-based bike that is more convenient and efficient than other modes of travel as a short-haul vehicle. It soon gained popularity in shared bike distribution areas, which are often reported to be the best way to solve the last mile of travel for modern people. However, with the expansion of the scale of bicycle sharing industry and the emergence of various bicycle enterprises, the service quality problem of shared cycling has become increasingly prominent. In order to ensure the sustainable and healthy development of the shared bicycle market, it is necessary to In order to analyze the quality of service, this paper makes a targeted analysis of ofo as a model, so it is necessary to evaluate the quality of service of ofo.

Based on the study of domestic and foreign literature, this paper establishes a SERVQUAL evaluation table including tangible, reliability, responsiveness, empathy and security, and collects the data of ofo by questionnaire, and concludes the relevant conclusions. Based on the questionnaire data, the corresponding pie chart is made, and the problems existing in the service quality of ofo are deeply explored, and the corresponding solutions are put forward to improve the service quality of ofo.

Taking ofo as the object, the questionnaire of service quality is designed in this paper. With the support of relevant actual data, the evaluation index system of service quality of ofo is further established by means of pie chart. According to the data obtained, the users of OFO ofo are younger, and the relative satisfaction is only moderately low.

To study the attitude and usage of ofo in different attributes, we can find that the degree of education and the different time of looking for the vehicle are also very significant to the satisfaction of ofo. Based on the previous analysis, it can be concluded that ofo wants to improve its own quality and service quality. The first priority is to improve the quality of the vehicle issue. Timely survey on the market people's satisfaction with ofo and promote the main business expansion, and multi-platform cooperation, improve their image in the hearts of users.

This paper makes a series of comparison between ofo and the colleague Mobaijan , makes the swot analysis , and makes a further study on how to grasp the advantages and disadvantages of the ofo little yellow car and how to grasp its own advantages to promote its own development and pressure , to improve the service quality and to advance the future development path of the shared single vehicle , so as to summarize the positive suggestion of sublimation , and put forward the relevant suggestions and directions .

Key words:Ofo, Service quality Evaluation and SWOT Analysis

目 录

1. 绪论 1

1.1研究背景 1

1.2 研究意义 3

1.3 国内外研究现状 4

1.3.1 国外研究 4

1.3.2 国内研究 5

1.4 本文内容安排 5

2.小黄车的现状解读 5

2.1小黄车的出现及发展 5

2.2小黄车的服务内容概述及运作过程 6

2.3小黄车及其身后行业成为社会焦点的原因分析 8

3.小黄车的服务状态评析 13

3.1 小黄车的服务质量评价体系 13

3.1.1 产品外观 13

3.1.2产品可靠性 14

3.1.3 服务响应度 14

3.2.小黄车服务质量的评价方法 15

3.2.1.管理上的不足 15

3.2.2 ofo小黄车设备上的不足 16

3.3 ofo小黄车的服务质量 16

3.3.1 服务的有形性 16

3.3.2 服务的可靠性 17

3.3.3 服务的安全性 18

3.3.4 服务的移情性 18

4.小黄车的对比分析 20

4.1小黄车与摩拜单车对比（swot分析） 20

4.1.1 优势（Strengths） 20

4.1.2 劣势（Weaknesses） 21

4.1.3 机遇（Opportunities） 21

4.1.4 危机（Threats） 22

4.2 对小黄车未来发展的策略建议 22

5.总结 23

参考文献 23