Study On The Marketing Strategy Of The Road Freight Enterprise

With the development and improvement of the transport market, competition is increasing, the road freight transport companies are constantly looking for new opportunities, business development, and meeting the kinds of needs of customers, the marketing activities is beneficial magic of the road freight transport companies in the fierce competition, marketing tactics is the key to marketing activities, the right marketing tactics is a powerful measure for business company.With the perspective of marketing, general marketing strategy will be applied to road freight companies, forming the special marketing strategy of the road freight companies, so it is important to discuss the marketing tactics of freight and look for the effective marketing tactics in the paper. Firstly the paper describes the background and research status of the road freight marketing at home and abroad, pointing out the shortcomings of the road freight companies, indicating the importance of marketing and the significance of the study; Secondly, the paper describes the marketing and related concepts and features of the road freight, points out transport service is a special kind of products, has its own characteristics; and then further study that based on the analysis of the road freight business marketing environment, market segmentation and target market selection, a detailed analysis of the freight 4Ps marketing strategy:Product, Price, Place and Promotion, from the four aspects, analyzing the concept of transport services, features, factors, and effective specific strategy; Finally, based on the above study, summarizing the research achievements which the paper obtains and problems which need to be studied further.