Research On The Marketing Strategy Of TengYuan Car Rental Company

In recent years,the continuous improvement of China's economy and residents' living standards has also led to the rapid development of the car rental industry.At the same time,as more and more capital has entered the car rental industry,China's domestic car rental companies are also facing increasingly severe The challenge.As a representative traditional car rental company in China,Tengyuan car rental company also faces development issues such as falling sales.This article first analyzed the marketing environment of Tengyuan car rental company,including macro environment analysis,micro environment analysis and competition replacement analysis.We believe that Tengyuan car leasing company is currently in an industry where the state has increased support but the laws and regulations have obvious deficiencies,and Tengyuan car rental company as a traditional car rental company is facing the squeeze of its share of the subsequent Internet car rental companies.Pressing,there has been a decline in performance and other marketing status,in addition,Tengyuan car rental companies are also facing the product structure is irrational,the price is too high,the customer access threshold is high and the lack of promotional activities and other marketing activities,these are caused One of the important factors for the decline in sales performance.Through the corresponding marketing objectives,specifically discuss the marketing strategy optimization program,first of all,in terms of product strategy,from both product and service optimization solutions proposed,in terms of specific product optimization,including the re-adjusted car rental model ratio,enhance the maintenance of automotive products,Launch customized car rental products to meet customer's personality.The second aspect is to optimize the service quality of current car rental stores,improve the customer's service perception level,including extending the service hours of stores,standardizing training for employees,improving service quality,and providing personalized service programs.Secondly,in terms of pricing strategy optimization,it is first proposed that Tengyuan car rental companies can adopt different time-slot pricing at different times when they are dealing with the problem of renting in peak season.In addition,in order to maintain customer stickiness,we can provide customers with a membership system to provide discounts for regular customers.Thirdly,in terms of channel strategy optimization,the author believes that Tengyuan car rental company should focus on direct marketing channels.At the same time,it can also provide more convenience for customers' car rental,including reducing customers' car rental fees through one-off credit review of customers.Credit review time,etc.,and the opening of online booking and online payment,linking to websites and back-end operating systems,and finally the need to re-arrange the layout of the store to facilitate the customer to return the car.Fourth,in terms of optimization of promotional strategies,first of all,Tengyuan car rental companies need to design promotional activities in a targeted manner so as to maximize the revenue generated by the promotion activities for the company.In addition,the company can also cooperate with companies in other industries to maximize the impact of promotional activities.Finally,this article discusses the corresponding safeguard measures needed by Tengyuan car rental company in carrying out its marketing activities.During the implementation of the marketing strategy,it needs to carry out corresponding organizational guarantees and supervision guarantees.The organizational guarantee includes personnel training and personnel.Incentives and supervision guarantees include customer satisfaction measurement and service supervision mechanisms,so as to fully ensure that Tengyuan car rental company's marketing strategy can be successfully implemented and achieve corresponding marketing goals.