高速公路交通诱导项目商业计划书

发布时间：2018-07-15 22:28

【摘要】：高速公路的建设，大大改善了路网结构，近年来，高速公路总体发展呈现出规模大、发展快、效益好的良好势头，为广东省国民经济发展提供了有力支撑。但是在广东省高速公路发展呈现良好势头的同时，也出现一些问题亟待解决，比如：高速公路项目车流量不均衡；高速公路建设的增长跟不上车流量的增长。如何通过高速公路交通诱导提高其通行效率和服务水平，为社会提供更好的高速公路营运综合服务，对于促进现代服务业发展，满足人们对高速公路出行更高的要求，建设幸福社会具有重要意义。本论文在此背景下开展高速公路交通诱导项目的商业化运作。广东道路信息发展有限公司是广东南粤物流股份有限公司的子公司，公司主要从事交通出行服务业务。2010年初，广东道路信息发展有限公司经广东省交通运输厅授权，取得广东省62条高速公路静、动态实时路况信息，并经广州市交委授权，取得广州市城际、省道、国道交通信息及高速公路出入口周边地区信息，通过交通信息为客户提供诱导服务。本论文就该项目运作的市场环境、行业状况、竞争对手以及营销策略、项目收益及风险防范等进行研究，旨在论证高速公路交通诱导项目的可行性。本项目计划书运用市场营销学、投资学、财务管理学等学科相关知识和分析方法对高速公路交通诱导项目进行深入研究。论文主要从以下三个层面对高速公路交通诱导项目进行分析，，1、项目投资环境及市场情况。论文通过对国内高速公路发展情况、广东省及珠三角高速公路的发展情况、竞争对手的分析，说明公众对交通出行服务的迫切性，交通诱导项目在广东省面临良好的机会。2、市场营销推广。通过对交通出行服务市场的进一步分析，确定产品的市场定位，并制定出相应的市场营销方案。产品主要针对竞争对手，采取低价格的策略，发挥广东道路信息公司的优势，为高速公路出行者提供良好的服务，并以此实现增值的目的。3、项目经济收益及风险对策。论文分析了交通诱导项目的赢利能力和发展潜力，针对可能存在的风险提出了相应的对策。最后，根据对整个项目的综合评价，得出该项目投资可行的结论。
[Abstract]:The construction of expressway has greatly improved the network structure. In recent years, the overall development of expressway presents a good momentum of large scale, rapid development and good benefit, which provides a strong support for the development of the national economy of Guangdong Province. However, with the development of highway in Guangdong Province showing a good momentum, there are also some problems to be solved, such as: the traffic flow of expressway project is not balanced; the growth of highway construction can not keep up with the growth of traffic flow. How to improve the efficiency and service level of freeway traffic guidance and provide better comprehensive service for expressway operation can promote the development of modern service industry and meet the higher requirements of expressway travel. Building a happy society is of great significance. In this context, this paper carries out the commercial operation of expressway traffic guidance project. Guangdong Road Information Development Co., Ltd. is a subsidiary of Guangdong Nanyue Logistics Co., Ltd., which is mainly engaged in transportation and travel services. At the beginning of 2010, Guangdong Road Information Development Co., Ltd. was authorized by the Guangdong Traffic and Transportation Department. Obtain 62 freeway static, dynamic and real-time traffic information in Guangdong province, and obtain traffic information of Guangzhou intercity, provincial road, national highway and the surrounding area of expressway entrance and exit by authorization of Guangzhou traffic committee. Provide guidance services to customers through traffic information. In this paper, the market environment, industry situation, competitors and marketing strategy, project income and risk prevention of the project are studied in order to prove the feasibility of the expressway traffic guidance project. The project plan uses related knowledge and analysis methods of marketing, investment, financial management and other disciplines to conduct in-depth research on expressway traffic guidance projects. This paper analyzes the expressway traffic guidance project from the following three aspects: 1, the investment environment and the market situation of the project. By analyzing the development of expressway in China, the highway development of Guangdong Province and Pearl River Delta, and the competitors' analysis, the paper explains the urgency of public transportation service. Traffic guidance projects in Guangdong Province face good opportunities. 2, marketing promotion. Through the further analysis of the transportation travel service market, the market orientation of the product is determined, and the corresponding marketing scheme is worked out. The products mainly aim at competitors, adopt low price strategy, give play to the advantages of Guangdong Road Information Company, provide good service for highway travelers, and realize the purpose of adding value. 3, the project economic benefits and risk countermeasures. This paper analyzes the profitability and development potential of traffic guidance projects, and puts forward corresponding countermeasures against the possible risks. Finally, according to the comprehensive evaluation of the whole project, the conclusion that the investment of the project is feasible.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F542;F722.1

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