Research On Marketing Strategy And Tactics Of QL Group Intelligent Transportation Business

In recent years,the deepening reform of state-owned enterprises has continued to advance,requiring state-owned enterprises assume a supporting position in important areas.The state puts forward the "Outline for Building a Powerful Transportation Country",it means Intelligent transportation,which uses 5G,big data,and artificial intelligence,will play a more important role in the construction of a powerful transportation country.As a start-up state-owned enterprise,QL Group faces opportunities and challenges in the smart transportation market.This paper takes QL Group as the research object,through consulting theoretical literature,demonstrates the current marketing situation of the enterprise.From the four aspects of politics,economy,society,and technology,macro environment is analyzed.From the aspects of current business situation and competitive environment,the micro environment is analyzed.Then use the SWOT to demonstrate the opportunities,threats,strengths,weaknesses faced by the enterprise.In terms of marketing strategy,this paper proposes four subdivisions of the road market:normal road market,urban smart transportation market,special road market,and rural road market.Combining the resources of QL Group,select the expressway market,the national and provincial road markets,the large and medium-sized city smart transportation market,and the smart park transportation market as the target market.Clarify the corporate image of QL Group as the "definer of smart transportation",and establish the product positioning of "Full-road perception,whole-process control,all-weather traffic,and all-time service" in terms of product positioning.In terms of marketing strategy,this paper is launched from product strategy,price strategy,channel strategy,and promotion strategy.In order to support the realization of QL Group’s marketing strategy and marketing strategy,this paper analyses the establishment of a guarantee system from concept guarantee,organizational guarantee,personnel guarantee,cultural guarantee,and information guarantee,to make QL Group establishes modern corporate marketing thoughts.