Research On ETC Marketing Strategy Of Huaxia Bank Zhengzhou Branch

With the rapid development of economy in our country, under the great attention of the country, the mileage of expressway construction increased rapidly and the number of vehicles increased greatly, which directly led to the increase of vehicles passing through high-speed toll station, causing more serious traffic congestion. Problem, but also increased the road safety hazards. Therefore, how to utilize the existing road resources with the highest efficiency and develop the potential of the expressway has become an urgent problem to be solved in the highway management. With the increasing application of science and technology on expressway, ETC technology has been applied to the daily use of expressway. Its purpose is to reduce the time of vehicle passing through the toll station and improve the operation of expressway, bridge and tunnel. Situation, to solve the problem of increasing traffic congestion.Huaxia Bank Zhengzhou Branch has been actively involved in green public welfare since it was settled in 2012. This paper takes ETC business of Huaxia Bank Zhengzhou Branch as the research center, and on the basis of the relevant marketing theory, this paper studies how to promote the marketing of ETC business of Huaxia Bank Zhengzhou Branch. In this paper, PEST analysis, SWOT analysis and Porter's five-force model are used as the analysis tools. First, the present marketing situation of ETC business in Zhengzhou Branch of Huaxia Bank is expounded. Then, the environmental factors of ETC business marketing of Zhengzhou Branch of Huaxia Bank are analyzed from macroscopic level. Opportunities, threats, advantages, disadvantages and other aspects of its all-round analysis. On the basis of the above analysis, this paper discusses the problems existing in the current marketing process of ETC business of Zhengzhou Branch of Huaxia Bank and the reasons leading to these problems. At the end of this paper, the author puts forward some measures to optimize the marketing strategy and the implementation of the guarantee measures, which is helpful to improve the market share and market competitiveness of Huaxia Bank Zhengzhou Branch and realize its expected economic benefits. The research of this subject can not only provide practical suggestions for the marketing of ETC business of Huaxia Bank Zhengzhou Branch, but also provide reference for ETC business development of other domestic banks. Therefore, the research of this subject has a great theoretical value and practical reference. value.