Strategy Marketing Honam Expressway ETC Project

There are more and more highway vehicles with the continuous development of the economy in Hunan Province. The existing manual and semi-automatic toll will not be able to meet the demand for vehicles operating on highway toll management system. The congestion occurred in the center of the city’s ring road network and regional economic circle of the city the freeway. It resulting in traffic bottlenecks. How to provide convenient and efficient transport services for the majority of travelers, saving time and energy, maximize capacity and management level of the highway, which becoming the focus of the highway managers and users. With the development of electronic technology, electronic toll collection (ETC) the emergence of technology that can effectively improve the prevailing condition of the vehicle. However, there are still significant gaps the construction and use of the ETC between Hunan developed provinces. How to build and promote the Hunan highway ETC project is the main content of this paper.This paper study the ETC project in Hunan Province. The methods of the study is the modern enterprise management ideas and marketing theory. Designing how to carry out the construction of the Hunan Provincial highway ETC project program and making appropriate marketing strategies. Firstly, to introduce ETC project in Hunan Province profiles. Explaining the promoting status quo of the ETC project. Secondly, to focus the Hunan Provincial highway status quo to design the FTC project construction program. From the aspects of construction principles, building ideas, technical solutions, and the scale of construction and implementation plan to achieve the the ETC project construction. Finally, on the basis of the target market positioning and market research, making the marketing strategy of the Hunan Provincial highway ETC project.