Unitoll Card Value-added Service Development Strategy Research

Unitoll Card is the road electronic payment card introduced by Guangdong Governmentto improve highway traffic capacity to promote sustained and rapid economic development.Unitoll Card Has developed into a mature brand. It has the largest motor vehicle customers inGuangdong,24-hour call centers, service stations throughout the entire Guangdongprefecture-level city, becoming owner’s access reliable partners. Unitoll Card’s business issingle, now is actively seeking out value-added services. Binding at this stage after theGuangdong auto market enterprises are small, low industrial concentration, not standardservice status,.Unitoll Card brand integration can be applied after the automotive servicesmarket, automotive integrated service platform to develop value-added businesses.This paper from the strategy planning angle departure, implicated strategy managementtheory, analysis the strategy environment of Unitoll card development car service platformvalue-added business, included external of political legal environment, and economicenvironment, and social environment, and technology environment. this paper also analysisthe car service market industry environment and industry competition opponents, and thehistory, and resources, and capacity of Guangdong Unitoll services incorporated. Then thepaper summary out Unitoll card’s opportunities, and Threats, as well as its own advantages,disadvantages. After analysis, we made the Unitoll card value-added business’s strategypositioning--that development car integrated service platform, and preliminary on Unitoll carddevelopment car service platform for strategy target system and plans system planning, andprofit planning. Last, on Unitoll card development car integrated service platform early byneeded of hardware and software for prepared, and road rescue, maintenance, insurancefinancial, and hotel four business systems for preliminary design.Through analysis, this paper summary that how to use Unitoll card ‘s advantage ofprovince unified brand, unified settlement system, throughout province of customer servicecenter and the advanced of communications network and technology, to integration nowGuangdong’s car service market of service supplier, and for specification, developed servicestandard, established Guangdong Province car integrated service platform, and effectiveoperations implementation. Through that, we can provides owners for high mass timely of carservice, also for car service supplier provides large customer source. Thereby developmentUnitoll card value-added business system, it gradually extended the scope of application to promote Guangdong Province Unitoll cards become "auto smart card", thereby creatingUnitoll card auto service platform for the economic and social benefits, promoting thedevelopment of people, vehicles, and road.