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本文从高速公路经营企业的角度,充分利用现代管理和市场营销的相关研究成果,以高速公路经营企业的经营模式为重点研究对象,提出适合于高速公路经营企业的品牌营销战略。首先,分析了高速公路经营中存在的问题。接下来,明确了高速公路经营企业品牌营销原则,具体包括:1)营销重点,2)营销范围,以及3)营销活动的参与对象。最后,提出了高速公路经营企业品牌营销策略。
This paper takes full advantage of the research results of modern management and marketing from the point of view of expressway management companies, focuses on the business model of expressway management companies, and proposes a brand marketing strategy suitable for expressway operators. First of all, it analyzes the problems existing in the highway management. Next, the principles of brand marketing for expressway operators are clarified, including: 1) marketing priorities, 2) marketing scope, and 3) marketing activities. Finally, put forward the brand management strategy of expressway enterprises.