Research On Marketing Strategy Of Vehicle Owner Service Of HA Postal Company

In the past 40 years of reform and opening-up,China’s automobile enterprises have introduced foreign automobile manufacturing production lines,products and other technologies into China through the mode of cooperation with foreign-funded enterprises,so as to upgrade the technical level of domestic automobile industry and promote the rapid development of China’s automobile industry.At present,China’s automobile industry has ranked the forefront of the world in terms of production and sales.With the rapid growth of Chinese residents’ consumption,automobiles are gradually entering into households and becoming the main means of transportation for residents to travel.Especially after 2009,the state has promulgated and implemented a number of policies and measures to support the development of the automobile industry,accelerating the development of China’s automobile industry,and the sales volume of China’s automobile industry has also increased from 10.33 million in 2009 to 28.87 million in 2017.The speed of vehicle sales has increased considerably.In the aspect of 1000-person vehicle ownership,in 2016,China’s1000-person vehicle ownership is less than 150.There is a big gap between China’s1000-person vehicle ownership and that of developed countries.There is great room for the long-term development of China’s automobile industry.As a state-owned enterprise in H Province,HA Postal Company carries out commercial postal business while fulfilling its universal postal service obligations.Its business scope covers financial insurance,express logistics,e-commerce,cultural media and other fields.In order to enhance the competitiveness of enterprises,some departments of HA Postal Company have carried out owner services to provide customers with automobile finance,vehicle agency,certificate delivery and other services.With the development of business,the owner services of HA Postal Company encounter bottlenecks in cost expenditure,customer development,product services and other aspects,and the growth rate of business has declined.Firstly,this paper introduces the current situation of automobile industry and domestic policies in recent years in China.It briefly describes the development ofautomobile industry in China.Through the analysis of the development of HA Postal Company and the marketing management status of the company’s vehicle owner service,it also analyses the macro-environment of the vehicle owner service of HA Postal Company combined with the PEST analysis method.At the same time,it also analyses the development trend of the industry.Postal vehicle owner service development prospects are analyzed,the current development prospects of HA Postal Company vehicle owner service are summarized,and the problems and opportunities in the marketing process of HA Postal Company vehicle owner service are identified.Combining with 4P theory,this paper plans the marketing strategy of HA Postal Company’s vehicle owner service.Finally,in order to implement the marketing strategy smoothly,it puts forward the relevant strategy implementation and safeguard measures.Through the analysis of this paper,it is found that HA Postal Corporation has great potential in the development of vehicle owner service,but some barriers to business development need to be broken.For example,products can be integrated to launch integrated service products,and the advantages of integrated postal services can be brought into play.In terms of price,enterprises can identify the market positioning and pricing objectives of automobile products with similar ones.On the price side,the enterprise can make the price suitable for the product market by defining the market orientation and pricing target of automobile products and comparing the price with the same kind of products,thus stimulating the purchase behavior of customers.In terms of channels,the characteristics of postal network,social agent and electronic channels should be brought into play,automobile services should be extended to towns and villages,and the marketing support of vehicle owner service should be done well.At the same time,the consistency of business publicity,service process and other aspects should be strengthened in channel management so as to realize the vehicle ownership.In the promotion aspect,using postal online and offline publicity media resources,employee recommendations and other ways,to do a good job of Vehicle owner service brand building,word-of-mouth dissemination.