Research on Marketing Strategy Innovation and Value Dimensions of Shared Bicycles from the Perspective of the Sharing Economy

The sharing economy is reshaping consumption patterns, and bike-sharing, as a significant practical form of the sharing economy, has become integrated into urban short-distance travel ecosystems. However, the industry has entered a phase of competition based on existing market share, facing challenges such as high monthly user churn rates, limited profit models, and homogenized competition, necessitating marketing innovations to overcome these bottlenecks. Grounded in sharing economy theory, this study analyzes bike-sharing from four dimensions: deepening brand value, optimizing channel experience, extracting user value, and technology-enabled scenario integration. It reveals that emotional engagement surpasses functional satisfaction, channel synergy outweighs single-channel expansion, and user segmentation is more effective than mass promotions. These insights offer strategic directions for the sustainable development of the industry