【摘要】：高速公路的建設(shè)，大大改善了路網(wǎng)結(jié)構(gòu)，近年來，高速公路總體發(fā)展呈現(xiàn)出規(guī)模大、發(fā)展快、效益好的良好勢頭，為廣東省國民經(jīng)濟發(fā)展提供了有力支撐。但是在廣東省高速公路發(fā)展呈現(xiàn)良好勢頭的同時，也出現(xiàn)一些問題亟待解決，比如：高速公路項目車流量不均衡；高速公路建設(shè)的增長跟不上車流量的增長。如何通過高速公路交通誘導(dǎo)提高其通行效率和服務(wù)水平，為社會提供更好的高速公路營運綜合服務(wù)，對于促進(jìn)現(xiàn)代服務(wù)業(yè)發(fā)展，滿足人們對高速公路出行更高的要求，建設(shè)幸福社會具有重要意義。本論文在此背景下開展高速公路交通誘導(dǎo)項目的商業(yè)化運作。 廣東道路信息發(fā)展有限公司是廣東南粵物流股份有限公司的子公司，公司主要從事交通出行服務(wù)業(yè)務(wù)。2010年初，廣東道路信息發(fā)展有限公司經(jīng)廣東省交通運輸廳授權(quán)，取得廣東省62條高速公路靜、動態(tài)實時路況信息，并經(jīng)廣州市交委授權(quán)，取得廣州市城際、省道、國道交通信息及高速公路出入口周邊地區(qū)信息，通過交通信息為客戶提供誘導(dǎo)服務(wù)。本論文就該項目運作的市場環(huán)境、行業(yè)狀況、競爭對手以及營銷策略、項目收益及風(fēng)險防范等進(jìn)行研究，旨在論證高速公路交通誘導(dǎo)項目的可行性。 本項目計劃書運用市場營銷學(xué)、投資學(xué)、財務(wù)管理學(xué)等學(xué)科相關(guān)知識和分析方法對高速公路交通誘導(dǎo)項目進(jìn)行深入研究。論文主要從以下三個層面對高速公路交通誘導(dǎo)項目進(jìn)行分析，，1、項目投資環(huán)境及市場情況。論文通過對國內(nèi)高速公路發(fā)展情況、廣東省及珠三角高速公路的發(fā)展情況、競爭對手的分析，說明公眾對交通出行服務(wù)的迫切性，交通誘導(dǎo)項目在廣東省面臨良好的機會。2、市場營銷推廣。通過對交通出行服務(wù)市場的進(jìn)一步分析，確定產(chǎn)品的市場定位，并制定出相應(yīng)的市場營銷方案。產(chǎn)品主要針對競爭對手，采取低價格的策略，發(fā)揮廣東道路信息公司的優(yōu)勢，為高速公路出行者提供良好的服務(wù)，并以此實現(xiàn)增值的目的。3、項目經(jīng)濟收益及風(fēng)險對策。論文分析了交通誘導(dǎo)項目的贏利能力和發(fā)展?jié)摿�，針對可能存在的風(fēng)險提出了相應(yīng)的對策。最后，根據(jù)對整個項目的綜合評價，得出該項目投資可行的結(jié)論。
[Abstract]:The construction of expressway has greatly improved the network structure. In recent years, the overall development of expressway presents a good momentum of large scale, rapid development and good benefit, which provides a strong support for the development of the national economy of Guangdong Province. However, with the development of highway in Guangdong Province showing a good momentum, there are also some problems to be solved, such as: the traffic flow of expressway project is not balanced; the growth of highway construction can not keep up with the growth of traffic flow. How to improve the efficiency and service level of freeway traffic guidance and provide better comprehensive service for expressway operation can promote the development of modern service industry and meet the higher requirements of expressway travel. Building a happy society is of great significance. In this context, this paper carries out the commercial operation of expressway traffic guidance project. Guangdong Road Information Development Co., Ltd. is a subsidiary of Guangdong Nanyue Logistics Co., Ltd., which is mainly engaged in transportation and travel services. At the beginning of 2010, Guangdong Road Information Development Co., Ltd. was authorized by the Guangdong Traffic and Transportation Department. Obtain 62 freeway static, dynamic and real-time traffic information in Guangdong province, and obtain traffic information of Guangzhou intercity, provincial road, national highway and the surrounding area of expressway entrance and exit by authorization of Guangzhou traffic committee. Provide guidance services to customers through traffic information. In this paper, the market environment, industry situation, competitors and marketing strategy, project income and risk prevention of the project are studied in order to prove the feasibility of the expressway traffic guidance project. The project plan uses related knowledge and analysis methods of marketing, investment, financial management and other disciplines to conduct in-depth research on expressway traffic guidance projects. This paper analyzes the expressway traffic guidance project from the following three aspects: 1, the investment environment and the market situation of the project. By analyzing the development of expressway in China, the highway development of Guangdong Province and Pearl River Delta, and the competitors' analysis, the paper explains the urgency of public transportation service. Traffic guidance projects in Guangdong Province face good opportunities. 2, marketing promotion. Through the further analysis of the transportation travel service market, the market orientation of the product is determined, and the corresponding marketing scheme is worked out. The products mainly aim at competitors, adopt low price strategy, give play to the advantages of Guangdong Road Information Company, provide good service for highway travelers, and realize the purpose of adding value. 3, the project economic benefits and risk countermeasures. This paper analyzes the profitability and development potential of traffic guidance projects, and puts forward corresponding countermeasures against the possible risks. Finally, according to the comprehensive evaluation of the whole project, the conclusion that the investment of the project is feasible.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F542;F722.1

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本文編號：2125580