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Last aspect is the technology environment. The technology environment of sharing bicycle is better, so it can be said that the development of sharing bicycle is inseparable from the development of technology. The technical environment involved in sharing a bicycle includes the following aspects. First, the mobile Internet (Redfearn, 2016). In recent years, China mobile Internet users have been on a steady growth stage. As of December 2016, the number of mobile Internet users in China has reached 695 million. The development of mobile Internet has created opportunities for the change of business model based on mobile phone. It is the mobile Internet that is used to connect bikes and users effectively. Second, mobile payments. Alipay and WeChat have contributed to China mobile payment. According to the central bank, China's mobile payment business had 25.71 billion transactions, up 85.82 percent from a year earlier. In a Shared bicycle, the payment of the deposit and rent requires the support of mobile payment. Third, GPS positioningprovides the possibility for users to find a single bicycle. Therefore, to sum up, the macro-environment for Mobike is good.
And then, it is the industry analysis. In the second half of 2016 is the outbreak of the Shared cycling period in China. Through the development, bicycle sharing is faced with more fierce competition. There are now more than 25 companies in China sharing the bicycle market. Among them, OFO, founded in 2014, and Mobike, established in 2015, are the most powerful sharing bicycle companies in China. The industry threats are as follows. First is the threat of new entrants (Barry & Caron, 2015). Even thoughMobike has a large number of patents. The new entrants are difficult to imitate, but the patent is not Shared cycling necessary facilities, which can only be threshold, and won't become the Shared cycling industry technical threshold.Other Shared bicycle brand can enter the sharing bicycle market, these competitors may occupy a lot of market share a bicycle, thereby reducing the bicycle to the expansion of space.Second, the profit model is unclear. At present, the entire Shared cycling industry profits mainly depends on Shared bicycle rental, and this part of income is likely to be difficult to recover the cost, if not profitable, Shared bicycle industry will not be able to achieve sustainable development and explore a suitable profit sharing bikes and reliable model still is one of the main threats to the entire Shared bicycle industry.
2.2. The impact of sharing economy on different levels
The impact of sharing economy on different levels are as follows, with the bicycle sharing as example. First is the impact of bicycle sharing on individuals.The contribution of the sharing of bicycles to individuals mainly includessaving cost, reducing travel time, convenience, health and the ability to bring benefits to people from the senses. Compared to Shared cycling, buying a bike has the following disadvantages. The bike owners need to pay the purchase cost and maintenance cost, and always want to do a good job of guard against theft, so buy bicycle disadvantage will hinder people's buying behavior to bike. Thus, the cost of sharing a bicycle is derived from two aspects: the cost of travel and the cost of buying a bicycle. Among them, the travel cost savings from people use bicycle to solve the problem of the last kilometer of travel, in the last kilometer of travel, use a bike than to use other means of transport have lower prices, it provides people with the last mile of the cheapest way to travel (Meyer &Shaheen, 2017). The cost savings from buying a bicycle come from the fact that people don't need to buy a bike, saving the cost of buying, maintaining and preventing theft.Although sharing bike contributes great to people's travel cost reduction, main advantage for sharing bike for personal is that it reduces the people travel time in traffic jams. Studies have shown that people who ride regularly value time and want to travel within a short period of time. And this conclusion is further highlighted share the advantages of bicycle, it is not necessary to worry about exactly is for short or long-distance cycling, because Shared cycling this is in order to solve the problem of the last kilometer of travel, which means that people use bicycle travel is given priority to with short bike ride.
The impact of bicycles on society is as follows. With the increase in the number of people sharing bikes, their contribution to each individual contributes to social welfare. For example, more people using Shared bikes will save people overall travel time and reduce the number of vehicles used, thus reducing traffic congestion and environmental pollution caused by motor vehicles (Sui, 2017). The social benefits of sharing a bicycle include two aspects: health and the additional benefits that it brings, saving time and the additional economic benefits it brings.Health is a very important aspect of the social benefits of sharing a bicycle. The sharing of bicycles has brought about an increase in the overall health level of the society, while the rise of the health level will bring other benefits to the society. Many studies show that people if for half an hour's exercise every day can significantly reduce heart disease and breast cancer and other diseases, which can significantly reduce untimely death. Improved health will also boost productivity. Rising despite the state's overall health is not just from sharing a bike, but it does to a certain extent, improve national health level, which brings to the national social benefits in these areas. In addition, because people use Shared bicycle travel is in order to solve the problem of last kilometer, and the last one-kilometer problem often appeared in the work, also can achieve the purpose of fitness in work on the way, don't need to put the extra time for people to ride fitness. While riding in traffic road could make riding inhaling too much pollutants, non-standard cycling can also bring security hidden danger, but overall, ride on people's health benefits still outweigh the risks to people. Healthy cycling can reduce the use of motor vehicles and improve the environment, so that more people can participate in cycling activities and form a virtuous circle.
People on the road, the time will bring the opportunity cost, that is, reduce the time spent on the road, will increase the time people do other things, this paragraph of time can do some more useful for individual activities, or in some production activities, therefore, if can reduce people's travel time, whether for personal or business owners is a good thing. And Shared cycling can solve the problem of people last mile trip, reduce people from start to finish it in the process of the entire travel time, especially in the rush of travel in the consumption of time, which increases the working people and production activities of the time, and significantly improve the social and economic benefits. However, this is only one of the benefits of sharing a bike. The potential of sharing a bicycle has attracted more departments to the traffic plan, which will bring more economic benefits to the society (Edelman, Luca & Svirsky, 2016). The wider economic benefits include the following aspects: first, to reduce travel time makes the workers have the opportunity to work more choice, and on this basis, the workers can choose higher work efficiency, raise the social overall benefit; Secondly, the decrease of travel cost and time makes people's dependence on geographical location begin to decrease, so as to flexibly choose work and life place according to their own needs and increase labor participation; Third, the increase of urban production increases the competitiveness of cities and reduces the imperfect competition between cities. Fourth, the agglomeration effect.
2.3. The future opportunities and challenges of the sharing economy in the transportation sector
Opportunities to sharing economy in the transportation sector are as follows. First, the rapid popularization of mobile phone users and mobile Internet users on the rise solve the interpersonal communication obstacles.The information about idle resources can be conveyed to any mobile Internet users. The mobile Internet provides a hardware foundation for the construction of Sharing economy in the transportation sector. Second, it is the development of mobile payment, so that people can use mobile phones for payment, the payment security makes people willing to share the idle resources and form the basis of the third-party resource integration platform. Third, mobile positioning technology helps people to find the latest owners of the spare resources they need and increase the use efficiency of resources from the technology. Fourthly, the improvement of people's living standard, excess capacity and idle resources have caused people to share idle resources and increase the demand for resource utilization (Möhlmann, 2015). Fifth, resource providers can earn extra money by using idle resources, and those who need resources can meet their needs at a lower price, and the two sides can achieve mutual benefit and win-win results. Sixthly, sharing economy can reduce transaction cost. Therefore, the above advantages of sharing economy and the external development such as the technology development provide the opportunities for the sharing economy development in the transportation sector.
The challenges facing the industry are as follows, taking Mobike as example. It mainly includes the following aspects.The loss rate remains high. One of the major problems with sharing bikes is the loss rate, which is often caused by human destruction (Sundararajan, 2013). Among them, the main methods of vandalism include breaking down the anti-theft system of sharing bikes and taking the bicycle as their own, and even selling them in the second-hand market. Some people install private locks on their bikes to make it easier for them to use their bikes. There is also a malicious smear on the QR code on the bike, affecting others to unlock and so on. If the rate of human damage is too high, it will be difficult for sharing bicycles to make an effective profit. |
