Analysis Of Marketing Strategy Of Zhongtong Bus School Bus Market

With the rapid development of high-speed rail and private cars, the entire bus industry struggling, bus manufacturing is a human resource intensive industries, bus companies in order to retain employees, lower prices to grab a single part of the enterprise, even at a loss. In recent years, with few casualties from the students of the traffic accidents, the state and society began to pay close attention to the school bus, school bus development in 2012 ushered in the "spring", in order to solve the security problems of the students, the state promulgated the "Regulations" issued by the school bus safety management, bus safety management regulations that Chinese on the school bus the management has a clear standard, but also bring new profit growth point for the bus industry.Facing the new development opportunities, various bus companies began to. In this paper, Zhongtong bus company as the research background, combined with the characteristics of the school bus market, a comprehensive analysis of the current situation of domestic bus market, especially the impact on the domestic market regulation on the national school bus school bus safety management after the introduction of the local government to develop the school regulations on school bus market, including exploring all over the school bus operation mode and the impact on the future development of the school bus market, using the current popular marketing theory, starting from the marketing ideas of their own, based on the comprehensive introduction of bus companies in the bus market the marketing environment and the enterprise internal and external resources and market positioning analysis, the bus pass the school bus market competition situation and, for the future of the school bus market forecast. Potter,4P,4C, five forces model,4R STP theory as the guide, according to the specific circumstances of the bus in the bus, proposed in the current market environment of the target market and competitive strategy, especially on the bus pass bus products proposed to take the products, price, channels, promotions, and phase compensation according to the suggestions of the marketing strategy in the target market. At the same time, through the analysis of the school bus market, the growth stage of the product life cvcle at the conclusion of the school bus. the proposed bus companies to seize this opportunity, according to the characteristics of the growth period, targeted marketing planning, and strive to achieve sales and profit maximization. According to the particularity of Zhongtong bus, puts forward two kinds of relationship marketing strategy, different marketing strategies to different situations, so as to realize the bus companies in the rapid development of the bus market.