System Benefit Evaluation And Marketing Strategy For Freeway Electronic Toll Collection

Under the national networking environment of ETC, which connection control operation system has been built up. ETC industry develops rapidly these years.From the view of management system, ETC system operation and management has become from the original single point operation to a national operation platform, ETC technology system develops to the national unified standard direction. From the perspective of industrial development, the national networking ETC integrates it’s terminal upstream and downstream industry chain, to build a new business model. Therefore, the operation of the ETC management and business promotion, will be different from the traditional mode. It is necessary to establish a new operational management evaluation system and business promotion model, to provide decision-making basis for the investment, operation and promotion of ETC system project.In order to meet the national ETC network system benefit evaluation, this study combines with existing literature and new social and economic benefits under ETC network control environment, provident the evaluation system respectively from the social, economic and environmental aspects. The corresponding evaluation index system is established. The ETC evaluation is more scientific and complete. ETC system evaluation system can be used for government investment, highway operation and ETC business promotion, which provides an important basis for decision-making.On the basis, the optimal allocation model of Toll Station Lane is put forward with applying the index system into the application of ETC operation. The traffic flow characteristics of toll stations are analyzed, and the model of lane allocation based on stochastic queuing theory is established. The model of nonlinear integer programming is solved by using genetic algorithm. The results show that the number of ETC lanes should be reasonably configured under different ETC configuration. At the same time, this paper analyzes the traffic benefit with the optimization of the lane allocation, and the results show that ETC system will help improve the whole social benefit.Finally, this paper adopt the PEST method to analyze macro environment and ETC market users, and puts forward the ETC marketing strategy as whole nation. The paper also puts forward the innovative commercial model, including establishment of national ETC online platform, mobile payment platform. Also, the paper proposes the ETC promotion strategy from the product, place and promotion perspective.