Research On The ETC Marketing Strategy Of The Freeway In Hunan Province

With the rapid development of the economy of Hunan Province, traffic more highway vehicles, city center city road network and regional economic circle intercity high-speed road Net congestion occurs, resulting in traffic jam. Traditional manual method of charging and semi automatic toll collection manner can not meet the high-speed operation of the vehicle the charge management system demand, how to provide the traveler to provide convenient and fast transportation services, the maximum play to the highway traffic capacity, highway operation subject attention focus. The Hunan highway electronic toll free system(ETC) has greatly improved the traffic status of Hunan expressway, showing good social and economic benefits..How to make a better use of the traffic benefit of Hunan high-speed ETC, how to carry out the effective promotion of the high-speed ETC project in Hunan is the main research content of this paper..The project of Hunan high speed ETC as the main object of study, Using modern enterprise management theory and marketing theory has conducted the thorough research, on how to make the project of Hunan high speed ETC marketing strategic positioning, and puts forward the effective marketing strategy. Firstly, the development status of the high speed ETC project in Hunan and the marketing environment of the internal and external marketing environment are analyzed and described. Secondly, based on the basis of etc market demand survey,the project of Hunan high speed etc;s orientation and choice of market segmentation and target market. At last, based on the target market positioning and selection, the marketing strategy of the high speed ETC project in Hunan province and the implementation of the safeguard for the as the core of the 4P are proposed..The conclusion of this paper is:etc early marketing efforts focus on doing a good job to nurture and guide consumers, but through user driven growth stage after must rely on strategic business to achieve marketing sustained growth.Specific marketing strategies include:customer demand oriented for product design, policy to support as a benchmark to price positioning, to channel innovation focus on the implementation of a comprehensive marketing, to precision marketing for the concept of advertising. In this paper, the research content, research method and the obtained conclusion, not only useful to my practical work carried out and guided very well,, but also it is useful to guide enterprises,s work was improved and it promoted HUNAN, high speed ETC in the scientific and healthy development of our province. In addition, this study has good benefit for the development and promotion of another provinces;s ETC. It also provides the certain ideas and inspiration, and good to raise the sales of ETC in our country industry marketing present situation the a certain reference.