Research On Marketing Strategy Optimization Of M Bus Company Under Integration Development Of Road Passenger Transport And Tourism Traffic

In recent years,due to the influence of high-speed rail,aviation,private cars,network car appointment and so on,the road passenger transport continues to decline.Tourism,as an important strategic pillar industry of the national economy,has shown a sustained and rapid development trend in recent years.An effective way and choice for road passenger transport to get out of the predicament is to accelerate the formation of a new pattern of integration of transportation and tourism development.The transformation of road passenger transport have posed new challenges to bus production enterprises,and also brought significant development opportunities.Under this situation,M Bus Company's established marketing strategy for passenger transport tourism market has some problems that can not effectively adapt to the new market situation.The problem of product strategy is low level of product scale,inadequate product competitiveness,inappropriate product positioning and so on.The problem of price strategy is still cost-based pricing,market,declining of market quotation.The channel strategy is direct selling and distribution is subsidiary.But in the operation,many problems have appeared.In order to adapt the latest market development situation,M Bus Company has carried out systematic analysis and identified the fundamental problems of target marketing strategy,and made timely and effective improvement of marketing strategy based on the new situation and trend of market development.There are five main marketing strategies for M bus companies.First,the main product strategies are standardized product promotion,product core competitiveness improvement,and readjustment and optimization of product mix strategy under the new situation.Second,the price strategy includes increasing the price management and defining the direction of improving the price strategy.Third,channel strategies include classified management of distribution channels,strengthening the ability of direct sales personnel and staffing.Fourth,promotion strategies include strengthening brand publicity,further deepening product pricing mechanism,matching product launches with new media means,and speeding up the construction of online marketing platform.Fifth,service strategies include first-class customer service,three free services,four professional experiences,five quality assurance,six carefree care,etc.