The Highway Service Marketing Strategy Research Based On CCCC Investment Hubei Branch

The "13th Five-Year Plan" is a decisive period for Hubei to take the lead in building a moderately prosperous society in the central region,and is a critical period for accelerating the construction of a modern comprehensive transportation system.The Hubei Provincial Government attaches great importance to highway construction and operation.As the backbone of the highway construction in Hubei Province,CCCC Investment participated in the investment in three highways,including: Wuhan Zhuankou Yangtze River Bridge Project(hereinafter referred to as Zhuankou Bridge),Wushen Expressway Jiatong Section(hereinafter referred to as Jiatong Expressway)and Wuhan The Jiayu North Section of the Shenzhen Expressway(hereinafter referred to as Jiayubei)has contributed an important force to the construction of the expressway in Hubei Province.With the continuous improvement of the expressway network at hand in Hubei Province,drivers have a variety of choices in the same direction,the three expressways operated by CCCC Investment Hubei Branch have brought huge competitive pressure,coupled with the homogeneity of expressway service content,and the increasingly competitive expressway market Intense,travel and travel are mostly concentrated on expressway free days,and in the future,there is the possibility of abolishing the highway toll policy.Therefore,how CCCC Investment in Hubei regional expressways to use effective service marketing methods to guide cars on the road to solve such problems involves the future survival and development of CCCC Investment.This article is based on author’s own work experience,according to service marketing theory and successful experience of expressway operations at home and abroad,combined with Hubei Provincial Expressway survey data to do empirical research and analysis,so as to conduct detailed research on CCCC’s investment in Hubei Provincial Expressway Analyze and formulate reasonable,operable,and targeted service marketing strategies to solve the problem of CCCC’s investment in the operation of regional expressways in Hubei Province,and to provide guidance and reference for relevant counterparts.firstly,this article conducts a questionnaire survey based on the analysis of the internal and external marketing environment of the Hubei branch of CCCC Investment,to understand the real needs of car owners,and examines the survey data,so as to conclude that the Hubei branch of CCCC Investment Target market selection and positioning.Secondly,this article designs the service marketing strategy of CCCC Investment Hubei Branch from four aspects including product,price,promotion and public relations,and proposes that the product strategy should be used in service areas and toll stations;the price strategy should actively cooperate with other expressway operating companies and apply to the Hubei Provincial Government and industry authorities for an appropriate increase in toll standards;in terms of promotional strategies,the advantages of traditional media such as radio and television,as well as online media for example Douyin and Kuaishou,should be actively used to strengthen publicity Strength,occupy market share.Finally,in order to ensure the smooth development of the service marketing strategy of CCCC Investment Hubei Branch,this article proposes the services of CCCC Investment Hubei Branch from three aspects: component service marketing team,establishment and improvement of management system and improvement of the quality of service marketers.Safeguard measures of marketing strategy.According to this,the service marketing strategy of CCCC Investment Hubei branch designed through this article will help the company increase its profits,achieve its profit target,and provide guidance and reference for related peers.