Research On Marketing Strategy Of A Company's Self-driving Tour Route Products

In recent years,the way of self-driving travel has developed rapidly in our country.Along with the vigorous development of self-driving travel,there have also appeared many service organizations specialized in providing travel services for self-driving travel.They provide various kinds of self-driving itinerary products for customers who enjoy self-driving travel,and company A where I work is such a company.Self-driving tour line products are the core business of enterprises,and is the source of revenue and survival of the enterprise.To create a market demand for self-driving tour line products,and the best marketing strategy to promote the line of products to the customer's hands and to achieve profitability,company A is engaged in the pursuit of achieving self-driving tour service enterprises goal.This is also the research purpose of this topic.The research significance of this paper is to use the research of this topic,to think deeply about the problems in the growth of company A,and to provide ideas and suggestions for the sustainable development of the company.At the same time,I also hope that the conclusion of the study will reinforce the significance of this and inspire self-driving industry enterprises.As a member of the industry,I hope to help the development of a personal career with the help of the research of this topic.I personally hold a middle management position in company A,in A company's self-driving tour line product marketing strategy the present situation as well as the existential question and the cause of formation is quite clear.Based on the research of this topic,I also visited nearly 20 industry partners,and communicated extensively and communicated with senior practitioners or senior management in the self-driving industry.We have learned the innovative ways and ideas of doing self-driving tour line product marketing,I also went to Yunnan,Sichuan,Qinghai and other areas,many times to personally participate in self-driving travel,experience self-driving line products and payed attention to all aspects of the service and marketing strategy.This paper is a research on marketing,which uses product differentiation strategy,7P marketing theory and Internet marketing theory as the theoretical basis.Using PEST analysis,five-force model analysis,value chain analysis and SWOT analysis tools,this paper makes a multi-angle analysis on the current situation of the self-driving industry and A company.In the external macroscopic environment analysis,in this paper,pest analysis tools and five-force model analysis tools,the detailed analysis of a company's macro-environmental factors,analysis of the results of the current development of China's driving tour of the economic and social basis is good,it is encouraged by the State,the policies are good,and for a company it is a rare period of opportunity.In the analysis of internal resources of company A,the general situation,internal resources and business strategy of company A are introduced.And the use of value chain analysis of the internal activities of company A decomposition of each link,it is concluded that A company in the integration of resources,sales promotion,after-sales service and other links there are many shortcomings.Finally,by using the SWOT analysis method,it is concluded that the strategy that A company should choose at present is to overcome the disadvantage and seize the opportunity.(WO)The strategy.We should make use of the characteristics of small scale and flexible decision-making,adjust the layout and marketing strategy of the line products in time,seize the opportunity of the market,integrate the resources to develop and enlarge ourselves,and form the brand effect.Company A's marketing strategy analysis seen mainly from two angles of detailed analysis,first,the implementation of product differentiation analysis of the status quo;Second,the existing marketing strategy 7P analysis.Through the analysis and summary of the existing marketing strategy of A company there are six aspects of the problems and analysis of the causes of the problem.In the design of the improved scheme,the improvement suggestions are given one by one in view of the shortcomings of the six aspects.In the implementation of the proposed improvement measures,I based it on the improvement of the design and the specific situation of A company,from the improvement of internal decision-making mechanisms,the establishment of an incentive and assessment system,strengthen the service consciousness,strengthen the Internet team construction and investment and give detailed measures to safeguard the recommendations.The main conclusion of this paper is that the products of the self-driving itinerary should be based on the theory of "Chinese tourism double line" put forward by Professor Lin Guangxu of Chengdu University,and distribute the products of self-driving tour route along the west of "Hu's Line".Along the "Hu line" east of the layout of marketing channels.But also according to the attributes of the customer group,to create distinctive characteristics of self-driving itinerary products.And strengthen the investment of the Internet and make full use of the Internet to enhance marketing results.In the course of the research,I also combined with the actual situation of the company to promote the implementation of new marketing strategies,so that the results of the study can be put into practice,this is the biggest harvest of this research.