| Driven by various factors,such as the upgrading of consumption,the increasing of the Internet penetration rate,those who have drive license but no cars,and the government car reform,domestic car rental market enters the accelerated expansion stage,among which,with the popularity of the self-driving tours,the tourist resort short rent becomes a prospective market.China Auto Rental(CAR),as the leader in the auto rental sector in China,CAR actively carries out the strategic planning,arranging the rental service networks in the tourist cities,such as Wuyi and Dali.Up to now,the self-driving car rental service has covered over thirty key tourist cities.Attributed to the abundant tourist resources,a large number of tourist population and a mature self-driving condition,The Changbai Mountain Tourist Resort is becoming the new target of several countrywide auto rental companies.Although CAR has established the preliminary service networks in the Changbai Mountain Tourist Resort,the research questions regarding how to open the market thoroughly,seize the market opportunities,take the first place in the fierce competition,offer a better user experience for the self-driving tourists,and truly build the leading brand in the self-driving car rental area,need to discuss and further study by researchers and practitioners.Using the marketing strategy and tactics of CAR in the Changbai Tourist Resort as the research objective,this thesis clarified the basic marketing theories such as STP theory and the marketing strategy theory,analyzed the company information,business structure,and the marketing environment of CAR from the macro and micro perspectives,respectively.Through a deep understanding of the competition situation of the domestic auto rental market,the pros and cons of CAR in Changbai Tourist Resort,we constructed the SWOT matrix.This thesis suggests that CAR should start with the tourist market segmentation in Changbai Tourist Resort based on the STP theory,after selecting the target market and clearing the market position,CAR should try to combine the product strategy,distribution channel strategy,pricing strategy and the promotion strategy to increase the market development efforts,expand market share,strengthen the construction of Internet channels,cater to the customer needs,increase the product diversity,cultivate an excellent marketing team,and enhance the competitiveness of the company. |
PDF Full Text Request