Study On Marketing Strategy Of H Car Rental Company In Shanghai Market

With our economic development and the living standard's improvement, car rental is becoming a more and more popular way of outing for Chinese people. In China, car rental industry is booming fast with the intense competition. Especially in the latter of 2008, the competition goes even fiercer due to the financial crisis, low demand from the whole market. Under the certain circumstances, the sales volume of H Company has goes down heavily since the second half of 2008. It becomes critical how the H Company changes the current situation effectively through the new marketing strategy.At the beginning, it focuses on the Shanghai car rental marketing environment analysis, which shows the H Company is under a macro economy circumstances of imperfect government policy, the financial crisis, unformed up-and-down industry chain, and a competitiveness circumstances of low market demand, badly competitive industry, not strong competitiveness of itself and low customer satisfaction. Then, it analyzes the H Company's marketing status, which reveals the targeted customers' principle is not correct and the H Company's sales volume has gone down seriously. The low customer satisfaction is the key factor that causes the low sales problem. Then the thesis goes to the specific discussion on the causes of low customer satisfaction and raises the suggestions of customer-oriented marketing strategy to improve the customer satisfaction and performance. After giving the related definitions, importance and right understanding, the thesis specifies the six marketing principles, respectively, which are: First, to adjust the proportion of existing targeted customers. Second, to redesign the products and offer the different services according to the customers' requirements. Third, to pricing from the customers' willing to pay the cost and launch a variety of promotions from the customers' requirements. Fourth, to give more the customer accesses to our products and service. Fifth, to establish the mutual communication channels with the customers in order to maintain a good customers relation. Sixth, to establish a public and healthy company's imagine that pursuing the customers' satisfaction. Finally, the thesis clarifies the specific ways the H Company ensures the customer-orientated marketing strategy of pursing the customers' satisfaction.H Car Rental Company hopes improve the customers' satisfaction and sales performance through establishing the customers-oriented marketing strategy of pursing the customers' satisfaction.