Research On Marketing Strategy Of Expressway ETC Project

Marketing is an important part of enterprise operation and management activities. The effect of enterprise marketing, will directly affect the enterprise’s market performance, thereby affect the operating profit and sustainable development of the enterprise. As the domestic highway ETC products increasingly fierce market competition, more and more ETC products maker paid attention to the marketing of the enterprise.Combined with marketing related theory, this study by X, jiangsu science and technology co., LTD., as a case, specific analysis the company product marketing ETC. The study found that although the X technology co.,LTD, attaches great importance to the marketing work step by step, but at present the company’s marketing activities still has the following main problems: first, the company marketing management faced seriously enough,relevant personnel equipped with obviously inadequate; Second, X technology co., LTD. Marketing concept is relatively lag, is still mainly launch the marketing of the passive; Third, general X technology co., LTD.ETC product competitiveness, has yet to have the high-end product market ETC); Fourth, the lack of marketing channels, marketing coverage is narrow and the effect is not obvious; Fifth, customer relationship maintenance does not reach the designated position, cause quality loss to customers.Research in the further use of PEST, porter \ "five model\", the SWOT method to analysis the case ETC products of the company internal and external marketing environment after, think next ETC should be product market positioning for the X company \ "on the basis of the mid-market, gradually moving towards the high-end market\" ETC, and made the three stages of different development center of gravity; At the same time, this study also proposed X technology co., LTD, the target market should be gradually extended to the other areas wider markets rather than limited in jiangsuprovince, and puts forward the concrete marketing strategies: one is to set up market-oriented marketing concept on own initiative; Second,the implementation of differentiation ETC product innovation strategy;3 it is to adopt a more flexible product pricing strategy; Four is to gradually build company’s own marketing channel; Five is relationship marketing to establish long-term cooperation relations. Finally, in order to ensure that relevant marketing Suggestions for improvement to effectively implement, this study also put forward the corresponding security measures, including: one is X technology co., LTD. Leadership attaches great importance to; Second, the need to increase product research and development investment; Three is to expand the marketing organization team; Four is to build customer relationship management information system; Five is education overall marketing enterprise culture. This study on the domestic related ETC equipment manufacturing enterprises to carry out marketing activities have a certain reference and reference value.