【摘要】：隨著湖南省經(jīng)濟(jì)的不斷發(fā)展,高速公路的車(chē)輛越來(lái)越多,現(xiàn)有的人工收費(fèi)方式和半自動(dòng)收費(fèi)方式將不能滿(mǎn)足高速公路上車(chē)輛營(yíng)運(yùn)對(duì)收費(fèi)管理系統(tǒng)的需求,中心城市的環(huán)城路網(wǎng)、區(qū)域經(jīng)濟(jì)圈內(nèi)的城間高速公路網(wǎng)易發(fā)生擁堵,產(chǎn)生交通瓶頸。怎樣為廣大出行者提供方便、快捷的交通服務(wù),節(jié)省時(shí)間和能源,最大限度發(fā)揮高速公路的通行能力和管理水平,是高速公路管理者及使用者所關(guān)注的重點(diǎn)。隨著電子技術(shù)的發(fā)展,電子不停車(chē)收費(fèi)(ETC)技術(shù)的出現(xiàn),能有效地改善車(chē)輛的通行狀況。然而,目前湖南ETC的建設(shè)和使用情況與發(fā)達(dá)省份之間還存在著明顯的差距,如何建設(shè)湖南省高速公路ETC項(xiàng)目并進(jìn)行推廣成為本文主要的研究?jī)?nèi)容。 本文以湖南省ETC項(xiàng)目為主要研究對(duì)象,運(yùn)用現(xiàn)代企業(yè)管理思想和市場(chǎng)營(yíng)銷(xiāo)理論進(jìn)行研究,就如何進(jìn)行湖南省高速公路ETC項(xiàng)目的推廣進(jìn)行方案設(shè)計(jì),并提出合適的營(yíng)銷(xiāo)推廣策略。首先,介紹了湖南省高速ETC項(xiàng)目的概況,闡述湖南省目前的ETC項(xiàng)目發(fā)展現(xiàn)狀。其次,針對(duì)湖南省高速公路現(xiàn)狀對(duì)ETC項(xiàng)目進(jìn)行市場(chǎng)定位和選擇,并建設(shè)思路、技術(shù)方案、建設(shè)規(guī)模以及實(shí)施計(jì)劃等方面進(jìn)行方案的規(guī)劃設(shè)計(jì)。最后,在目標(biāo)市場(chǎng)定位和市場(chǎng)調(diào)查的基礎(chǔ)上,提出湖南省高速公路ETC項(xiàng)目的營(yíng)銷(xiāo)推廣策略及保障措施。
[Abstract]:With the development of economy in Hunan Province, there are more and more vehicles on the freeway. The existing manual and semi-automatic toll collection methods will not meet the demand of the toll management system for the vehicle operation on the expressway. The intercity highway network in the regional economic circle is prone to congestion, resulting in traffic bottlenecks. How to provide convenient and fast transportation service, save time and energy, maximize the traffic capacity and management level of expressway is the focus of expressway management and users. With the development of electronic technology, the emergence of electronic toll-free (ETC) technology can effectively improve the traffic conditions of vehicles. However, there is still a clear gap between the construction and use of ETC in Hunan and the developed provinces. How to construct and popularize the ETC project of highway in Hunan Province has become the main research content of this paper. This paper takes the ETC project of Hunan Province as the main research object, applies the modern enterprise management thought and the marketing theory to carry on the research, carries on the scheme design on how to carry on the Hunan Province highway ETC project promotion, and puts forward the suitable marketing promotion strategy. Firstly, the paper introduces the general situation of Hunan high-speed ETC project, and expounds the development status of Hunan province ETC project. Secondly, aiming at the present situation of Hunan province expressway, the market orientation and selection of ETC project are carried out, and the planning and design of the project are carried out in the aspects of construction idea, technical scheme, construction scale and implementation plan. Finally, on the basis of the target market orientation and market investigation, this paper puts forward the marketing promotion strategy and guarantee measures of Hunan expressway ETC project.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F542.3

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本文編號(hào)：2219958