Uber has become a popular application which is broadly used by a lot people. It explored potential profit in taxi market and truly provided convenience to people’s daily life. The valuation of Uber has been 12.8 billion in four years since it was established. But Uber is consistently involving in some issue and crisis. The media covers its amazing expansion, development and also its controversy and problem.
Many students in my classes chose Uber as the PR analysis and management object. Because it meets a lot of problem in operation and management. Like Uber has conflict with existed taxi companies to win the customers; Uber has no fixed benchmark of pricing the service; lack of the background research of the drivers; obey the regulations of some foreign markets; lack of security concerns to passengers; negative reaction from the high-level to the public issues; too aggressive to persuade drivers form other companies to switch to them, etc.
It is obvious to see Uber’s ambition. They have expanded the coverage to Europe and Asia, and even want to establish their own logistics chain to deliver products in order to compete with Amazon prime. But as a new industry, it is now under the government’s strict monitoring and observation. Because Uber’s rise has affect some existed industries and market order. The only way to lengthen its life and keep active is to gain the support from the public opinion.
On 24 November, a new post uploaded on Uber’s official blog. It claimed that Uber will give a free, on-demand donation pickup of the clothes from the users of Uber app. It is a good start to show Uber’s charitable concern and build its positive reputation. As the constituents who have closest relationship to the company are the employees and customers. So how to build the loyalty and advocacy of theses two parties is the point of maintaing robust operation. Improve the service quality, advocate the drivers’ profit, positively react to the issues, show the corporate social responsibility are the gold rules to obey. Spread the corporate culture and concept to show Uber not only focus on chasing money but also benefit the society.