Xtp's Marketing Mix Strategy Research

In recent years, crime case aiming at the taxicab driver, such as robbery and assault, have experienced frequent occurrence. The application of GPS/GSM which includes the Global Position Satellite system and the Mobile Global Network system into the cab industry not can only protect the drivers from robbery effectively, but also acts as alarm on time. This high-tech system plays an important role in guaranteeing the driver's safety and decreasing the occurrence of criminal violence. In this paper, the GPS/GSM system, which is further applied widely into the cab industry by enterprises through reasonable and effective marketing mix, was studied. In this study, the factors, which are based on the introduction of the main functions of the GPS/GSM system applied into the cab industry and the current tactics of marketing mix executed by XPP company, was analyzed covering the product target market, the rate of interest and pay vested by taxicab drivers equipped with the GPS/GSM system, the competitive structure of XPP company in the future, the consumer behavior of taxicab drivers, and the tactics of marketing mix XPP company. The paper focused on four factors: product, price, place and promotion. The strategy of improving the marketing mix by XPP company was brought up which included the products portfolio, additional products; adoption of pricing scheme, promotion strategy, public relationship formulation, integrated expansion, club system for drivers. In addition, the practical measures of implementation were also visited. The results of this study demonstrates certain significance guiding XTP Company in the marketing program with regard to GPS/GSM in the cab industry. Meanwhile, the results can be drawn as reference to other enterprises utilizing the GPS/GSM system.