Shandong Provincial Expressway Marketing Strategy Research

With the China's economy system reforming, more and more marketable modes are being adopted on the expressway's construction and operating. More and more government organizations in charge of the management of expressway are being transferred into enterprises, a body participating in market competition. What the expressway business is being faced with and will be faced with is the competitive environment, which is getting more and more severe in the future. As a special industry, how to suit the changing environment and win the competitive advantage is becoming the key points relating to the expressway business's existence and development.From the point of the marketing, together with the actual situation of SEC (Shandong Expressway Co., Ltd.), this paper makes a study on the problems mentioned above based on the ideal of Strategic Marketing and on the theory of Service Marketing. In this paper, the author analyzes the actualities and the environment that the expressway business will be up against, opens out the characters of the consumer behavior, reorganizes the opportunities, threats, strengths and weakness for SEC, and makes a decision on the targeting consumer choice. In the end, the author establishes a marketing strategy and puts forward a few approaches and solutions on how to win the competitive advantage for SEC. As expressway is different from other products or services on the earth, in this paper, the author also analyzes the expressway's marketing characters differing from other products or services.From the view of the author, creating or providing diversities on services is the critical measures to enhance the competitive abilities for an expressway business. SEC should take a Diversity Strategy to match the environment changing incessantly in the future, to establish the sustained competitive advantage for the permanent existence and development. There will be three major approaches to carry out the Diversity Strategy. The first is to improve the current functions of expressway of SEC and extend the service contents so as to attract the consumer. Secondly, it is needed to provide the more concurrent and higher quality services than that of the opponents to meet or excess the expectation of the consumer in order to retain them. The third is to offer highly efficient services to realize the maximization of consumer value, at the same time, to reduce the operating cost and increase the profit of the SEC. For achieving these goals, the author designs a set of marketing strategic combinations for SEC on Products, Promotion, Personal, Process and so on.