湖南高速ETC项目营销推广策略研究

发布时间：2018-09-03 12:18

【摘要】：随着湖南省经济的不断发展,高速公路的车辆越来越多,现有的人工收费方式和半自动收费方式将不能满足高速公路上车辆营运对收费管理系统的需求,中心城市的环城路网、区域经济圈内的城间高速公路网易发生拥堵,产生交通瓶颈。怎样为广大出行者提供方便、快捷的交通服务,节省时间和能源,最大限度发挥高速公路的通行能力和管理水平,是高速公路管理者及使用者所关注的重点。随着电子技术的发展,电子不停车收费(ETC)技术的出现,能有效地改善车辆的通行状况。然而,目前湖南ETC的建设和使用情况与发达省份之间还存在着明显的差距,如何建设湖南省高速公路ETC项目并进行推广成为本文主要的研究内容。本文以湖南省ETC项目为主要研究对象,运用现代企业管理思想和市场营销理论进行研究,就如何进行湖南省高速公路ETC项目的推广进行方案设计,并提出合适的营销推广策略。首先,介绍了湖南省高速ETC项目的概况,阐述湖南省目前的ETC项目发展现状。其次,针对湖南省高速公路现状对ETC项目进行市场定位和选择,并建设思路、技术方案、建设规模以及实施计划等方面进行方案的规划设计。最后,在目标市场定位和市场调查的基础上,提出湖南省高速公路ETC项目的营销推广策略及保障措施。
[Abstract]:With the development of economy in Hunan Province, there are more and more vehicles on the freeway. The existing manual and semi-automatic toll collection methods will not meet the demand of the toll management system for the vehicle operation on the expressway. The intercity highway network in the regional economic circle is prone to congestion, resulting in traffic bottlenecks. How to provide convenient and fast transportation service, save time and energy, maximize the traffic capacity and management level of expressway is the focus of expressway management and users. With the development of electronic technology, the emergence of electronic toll-free (ETC) technology can effectively improve the traffic conditions of vehicles. However, there is still a clear gap between the construction and use of ETC in Hunan and the developed provinces. How to construct and popularize the ETC project of highway in Hunan Province has become the main research content of this paper. This paper takes the ETC project of Hunan Province as the main research object, applies the modern enterprise management thought and the marketing theory to carry on the research, carries on the scheme design on how to carry on the Hunan Province highway ETC project promotion, and puts forward the suitable marketing promotion strategy. Firstly, the paper introduces the general situation of Hunan high-speed ETC project, and expounds the development status of Hunan province ETC project. Secondly, aiming at the present situation of Hunan province expressway, the market orientation and selection of ETC project are carried out, and the planning and design of the project are carried out in the aspects of construction idea, technical scheme, construction scale and implementation plan. Finally, on the basis of the target market orientation and market investigation, this paper puts forward the marketing promotion strategy and guarantee measures of Hunan expressway ETC project.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F542.3

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