Research On Marketing Strategy Of Expressway Service Area Of Guizhou GS Service Company

By the end of 2020,the total length of highways in guizhou province has exceeded 7,000 kilometers.The rapid development of highway infrastructure has greatly improved highway capacity and transportation efficiency,and promoted sustainable and healthy economic and social development.With the continuous improvement of service area function positioning,business management and business model innovation,a number of "internet celebrity" have emerged in our country.The economy is getting more and more attention.The highway service areas in Guizhou province are restricted by the backward regional economy and the small scale of traffic flow.The whole development of the expressway service area is lagging behind the development eastern provinces.The highway service areas marketing experience is insufficient,commercial value has not been effectively released.Guizhou GS Service Company needs to learn from peer experience,keeps up with the pace of the times,and promotes the high-quality economic development of the service area.Based on the overview of marketing theory at home and abroad,the main line of research is to ask questions,analyze questions and solve problems.Firstly,it introduces the research background and significance of Guizhou GS Service Company.Secondly,using PEST tools and SWOT tools to analyze the internal and external environment and advantages and disadvantages of GS company.Third,through the investigation and analysis and questionnaire survey to clarify the basic situation of the service area marketing,using positioning theory,7P marketing strategy combination,brand management theory to explore the existing main problems.The study founds that the service area marketing of Guizhou GS company has some problems,such as insufficient products,high selling price,single channel and less promotion means.In view of the problems found in the study,some suggestions of marketing strategy are put forward,namely optimizing product mix and attaching importance of brand building.Optimize pricing mix and promote user conversion;Channel reform,online and offline integration;Organize promotion activities to enhance promotion effect;Develop service standards and upgrade service standards;Strengthen institutional constraints and standardize process supervision;Improve the environmental design and enhance the cost reduction experience.In order to guarantee the effective landing of marketing strategy mix,the paper puts forward the suggestions of guarantee measures from three aspects : organization management system,technology and capital.This paper provides useful help for Guizhou GS Service Company to formulate marketing strategy,enhance service marketing ability,improve management level and cultivate enterprise competitiveness.At the same time,it provides the sample for perfecting the related theory research and the method,and provides the reference significance for the service area economic marketing strategy formulation and the optimization.