Study On Value-added Service Development Strategy Of Unitoll Card

The Unitoll card is a non cash payment IC special card to pay Guangdong highway toll fees by means of non-cash payments, opened by Guangdong highway Toll Network Collection System in 2004. After officially connected to the nation ETC network on 30th June 2015, the pay method of Unitoll card became more and more popular among drivers, since there is no parking, no queuing, no cash when they passing through the toll gate. Due to the fashion, fast, safe and convenient nature of Unitoll, it gains more and more recognition by Vehicle management personnel and drivers, providing facilities and guarantees for the speedy passage of vehicles on the highway. By far the Unitoll car holders are beyond 3 million, and related value added services and customer services also received more and more attention. As the ’internet+’ action plan has risen as national strategy, there is pressing need for traffic industry to transform from conventional industry to modern service industry, and the traffic electronic payment industry cannot stick to the conventional payment sector, instead, a rapid development in smart traffic via internet mind to form big traffic data information service based on new emerging internet technology, realizing new jump to open the new era of smart traffic.In this paper, research and planning on the development of Unitoll card value-added service platform were carried out using innovation management methods like PEST and SWOT etc. the developing background and prospects of Unitoll card value-added service platform were concluded through analyzing the outer environment of traffic electronic payment industry that Unitoll card belongs to, at the same time, combined with the analysis on the interior environment of Unitoll card operation company (Guangdong united electronic services Inc.), including company human resources, financial, technique and service backups etc., the feasibility and operability of developing Unitoll card value-added service platform.Through above analysis, the strategic positioning of Unitoll card value-added service platform based on the internet was finally determined with appropriate strategic plan. an in-depth study on the new revolutions in traffic industry brought by "internet+’ was made and a conclusion that membership with drives as cores should be set up for Unitoll card, and a holy trinity internet information platform- smart mobile phone platform, smart vehicle mounted terminal platform and portal sites platform should be built with Unitoll card electronic tag as carrier to reduce the running capital and realize the transformation from single service to added-value service, from offline service to online service, from own services to own & outsourcing service, from highway service to urban service, and from Guangdong carriers to regional carriers, providing ultimate experiences for millions of drivers with high quality services and satisfying their overall needs for High quality life with their cars, building the new industry development pattern of’internet+traffic’.