Research On Strategic Marketing Competition Of The GZ Airport Express Line Company

With the acceleration of economic globalization, the rise of the global village, as China’s four major cities of Guangzhou, not only compatriots from across the country, more brothers and sisters from around the world. With the rapid development of the transport industry, the airport of the country’s major cities is also improving, as an important part of air transport, airport shuttle bus iconic piece of market segmentation, bus companies are more and more paid attention, but there are also problems with the competitive pressures of its own. Bus companies must start from their own, facing unprecedented competition in the market competition to develop appropriate strategies to enhance their market competitiveness.Guangzhou Airport Express Line was a private bus company which was founded in 2004. After years of rapid development, it has become a modern bus company. With the rise of the subway, it bypasses most of the tourists. Market competition intensifies, previous experience has been unable to ensure the company’s leading edge, and how to develop marketing strategies to compete for the company to develop a critical path of development and competitive.In this paper, the author takes market competition Guangzhou Airport Express Line as study objective, research ideas with asking questions- analyzing the problem--solving problem. The author reviews the market competition in the relevant literature, encounters the company’s rising costs, declining performance dilemma, uses SWOT, Porter’s five forces, market selection matrix, STP and other tools from the operating conditions of the Guangzhou Airport Express line, target markets and competitors, and so do a thorough and detailed analysis. The author gets market competitive strategy from the process of competition policy actions. Guangzhou Airport Express line we draw the analysis position in this competition is a market challenger, proposed market challenger competition strategy and brand strategy. The company shapes the personality characteristics, quality service to represent their brand image through brand building.