Research On Marketing Strategy Of Intelligent Bus Products In W Enterprise

With the rapid development of science and technology level of the domestic intelligent public transportation industry and the gradual increase of market recognition,the market size is getting larger and larger,the industry has more and more powerful intelligent product suppliers.At present,most of the competent departments and bus enterprises in China have completed the transformation of basic information operation,so they need to seek new business models and market directions in the industry.W enterprise is a state-owned enterprise as well as a high-tech enterprise.The specific scope of W enterprise’s intelligent public transport business is to provide information application products and services for public transport industry supervision,public transport enterprises and public travel.At present,the intelligent public transportation products of W enterprise provide services for customers in nearly 90 cities.How to stand out in the fierce market competition environment? On the basis of giving priority to responding to various policies implemented by the state,combining 4Ps marketing theory and 4Cs marketing theory,using PEST analysis method and Poter’s five forces analysis method to formulate marketing strategies and guarantee implementation plans suitable for W enterprise,The theme of this study is to increase market share and create more profits.This study puts forward marketing strategy suggestions,such as: product design from the perspective of customers,pay attention to product development,optimization and service,and make further suggestions on pricing methods;improve the mechanism of establishing channels,methods of managing channels and incentive measures;effective promotion strategies,such as establishing public relations maintenance mechanism,actively carrying out publicity and promotion activities,and strengthening project response Risk control,etc.At the same time,put forward the implementation of security plan.Help w enterprises to carry out the market activities of intelligent public transport products,and give some reference suggestions to similar enterprises.