Eresearch On The Marketing Strategy Of Car Passenger Transport Of XL Company

In recent years,the construction of highway traffic has been accelerating,and the road network formed by various highways has become more comprehensive and perfect.All towns,towns,administrative villages,etc.with certain conditions have opened up hardened roads,and hardened roads continue to extend to rural towns,village groups,and even peasant households,which also provides a good foundation for road passenger transportation in various regions.Automobile passenger operation is one of the important ways of road passenger transportation.Relying on its wide coverage,convenient accessibility,and flexible adaptability,it has become the most basic and common way of travel for people.However,with the rapid development of the transportation industry and the increasingly fierce competition in the passenger transportation industry,XL Motor Passenger Transportation Company is gradually facing huge operational challenges and market threats.As a traditional and comprehensive state-owned wholly-owned automobile passenger transportation company,XL’s business scope has developed from a single automobile passenger transportation to include automobile passenger transportation centers,taxi passenger transportation,bus passenger transportation,hotels,auto repair plants,concrete soil mixing stations,New energy vehicle charging services,etc.In recent years,the company has been affected by internal competition in the passenger transportation industry,and its main operating business,namely,the performance of the automobile passenger transportation business has also seen a certain decline.Aiming at the problems that arise,this article analyzes and studies its marketing strategy based on the actual situation.This article takes XL company as the research object,starts from the basic theory of marketing,adopts face-to-face communication with company managers,questionnaire survey,and studies the company’s established marketing strategy and some existing problems.Research on target customers,market demand,etc.apply PEST theory,industry competition "five forces" analysis,etc.to analyze all XL company’s own environment and various external situations one by one,showing the company’s existing advantages On the basis of the deficiencies,possible development opportunities and obstacles threats,based on the STP theoretical analysis of XL’s passenger transportation,and with the help of the market target demand analysis results,the market segmentation and goals of the company’s passenger transportation are reasonably proposed.Market and market positioning suggestions,from the four dimensions of product,price,channel,and promotion of 4P marketing theory,put forward the company’s automobile passenger transportation marketing portfolio strategy suggestions.At the end of this article,based on the analysis of the XL company’s passenger transportation marketing strategy,combined with the actual development status of the automobile passenger transportation company,the existing problems,and the traditional automobile passenger transportation company’s marketing strategy suggestions,it reviews and summarizes the marketing theory in the automobile passenger transportation company.The application of this method puts forward the development ideas for the future automobile passenger transport enterprises.The research results and development ideas of the article put forward feasible and operable marketing strategies for the development of XL’s main business,which have a certain reference value,and also have certain reference significance for the entire automobile passenger transportation industry.