Research On The Marketing Combination Strategy Of Shandong High Speed ETC Lutong Card

In the process of modern society,highway has become an important driving force for economic and social development,how to improve the highway traffic capacity and efficiency has become a key issue of concern,and the highway toll station traffic efficiency is one of the most important factors.On the highway in the development of electronic toll collection(ETC)plays an important role in the emergence of technology,which can provide convenient and efficient transportation services for the majority of travelers,save time and energy,to maximize the highway capacity and management level,these advantages make the high speed ETC products won the favor of consumers,it has a broad market.Based on this,in the research process,this paper will Shandong high-speed ETC Lu card as the main research object,to analysis the status of marketing development,the expansion process of ETC products,and then found the shortcomings of them,according to the marketing theory and research method to find the relevant marketing strategy to provide reference.Shandong high-speed ETC Lu card and the same type of ETC product marketing.In the course of this study,Shandong high-speed ETC Lu card marketing research and traditional research methods have great differences,instead of using the "theoretical framework","case study" optimization analysis "framework.This paper takes 4P theory,4C theory,4R theory,STP theory as the research basis,and introduces the relevant cases of Shandong high-speed,facing the problem of Shandong high-speed ETC Lu Tong marketing.In order to accurately find the deficiencies of Expressway in Shandong province ETC Lu card,this paper card construction and marketing situation of Shandong province highway ETC Lu,through a questionnaire survey to find out the problems encountered in its development,in the experience foundation at home and abroad,is put forward for the ETC Lu Tong Expressway in Shandong Province marketing strategies and measures of promotion card.The study found that the current Shandong high-speed ETC Lu card marketing has many problems,mainly concentrated in the consumer demand can not be met,Lu card marketing cost,marketing and promotions not humane,advertising and promotion system deficiencies,these problems affect the whole marketing effect.For these deficiencies,this paper put forward the marketing combination strategy in Shandong high-speed ETC Lu card: the overall marketing planning,rich ETC Lu card products,build multiple marketing content system,innovative marketing ideas and strengthen the multi-level security,in order to improve the efficiency of marketing.