□ With the continuous improvement of the highway network and the continuous reconstruction and expansion of local highways at all levels, the competition for various highways is fierce. The marketing of highways has become the responsibility of highway operation management. Seeking one of the most effective marketing methods is a top priority for highway operations. By comparing and analyzing the marketing methods of various expressways and the marketing practice of Guangzhou North Second Ring Expressway, the author proposes the concept of signage marketing and its basic connotation to open up new ideas for the successful implementation of expressway marketing. First, the different stages of highway development and its marketing work highways have the characteristics of technical, non-human restrictions on natural monopoly and quasi-public products. Due to the large differences in geographic location and economic development level, the traffic volume of expressways in different regions, different expressways in the same area, and different sections of the same expressway are fixed and are not affected by other factors. That is, the operating performance of the expressway is a stage that is inherently established. In the stage of natural monopoly, its natural monopoly nature plays a major role in operating charges. Therefore, it is difficult for expressway marketing to produce obvious effects in the operation of expressways, so it is basically unnecessary to carry out marketing work at this stage. The supply of services makes it easier for tourists to access transportation services. A good institutional environment can strengthen the division of powers and responsibilities of all subjects, maintain a good order, and coordinate the various departments to improve the transportation service level of tourist attractions. The transportation service of the scenic spot is in harmony with the public transportation service of the society. The provision of its service needs to be realized by relying on the public resources of the society. Therefore, the transportation service guarantee system of the scenic spot must break through the closed management mode of the scenic spot, and the resources and society of the scenic spot The combination of resources, focusing on the overall synergy to strengthen the protection. IV. Elements of the Tourism Scenic Area Transportation Service System The interactive tourism scenic area transportation service system is a complex system composed of many elements. The transportation service supply subsystem of the tourist scenic spot is the central element and the key to the realization of the function of the transportation service system of the tourist scenic spot. The transportation service system of the tourist scenic spot is mainly composed of two parts: the demand plate and the supply plate. The mutual matching between the two parts constitutes the basic structure of the supply system. There is an interdependent relationship between the supply sector and the demand sector. They are made up of highways and local roads by successively appearing along the first-grade roads, secondary roads and other expressway lines parallel to the highway along with the continuous improvement of the road network. There is extensive competition between the expressway and the expressway, breaking the natural monopoly of the expressway and pushing the expressway to a competitive stage. At this stage, with the continuous emergence of competitive lines, the operating pressure of expressways will continue to increase. Highway operators must adopt various marketing methods to maintain or increase toll revenue. Second, the current major highway marketing methods analysis of the current main marketing methods Expressway marketing methods can be divided into internal marketing and external marketing. Internal marketing mainly refers to the marketing of enterprises through internal resource integration, including services and prices: external marketing mainly refers to the marketing method of expanding the brand awareness of highway brands through various means of external publicity. Internal marketing has certain limitations. First of all, since the expressway price of the expressway cannot be adjusted independently, the price marketing cannot be effectively implemented on the expressway. Secondly, after years of development of the expressway service, basically the service provided by each expressway is relatively close to the charge. Service as the main body interacts to form the organic whole of the supply system. In the supply sector, the supply entity provides various services such as transportation facilities, traffic information, traffic guidance and traffic safety monitoring according to certain market orders and rules, and displays them to the demanding entities through various channels. Under the combined effect, the function of the entire supply system is released, that is, providing tourism scenic spot transportation services that meet market demand. The transportation service system of the tourist scenic spot is systematic and requires the interaction and coordinated development of relevant elements to play its role. The traffic supervision system and security system of the tourist scenic spot provide the basic conditions for the smooth operation of the transportation service system of the tourist scenic spot. It can be said that the transportation service system of the tourist scenic spot is guided by the supervision system. With the support of the security system, the supply subject revolves around the content of the transportation service of the tourist scenic spot to meet the needs of tourists, and provides comprehensive information for the demand subjects of the transportation scenic spot transportation service. Service. (Author: Huaqiao University Tourism College) Business Planning ★ Innovative exploration s service marketing is also difficult to produce significant results in the highway marketing, so the highway marketing is mainly based on external marketing. External marketing mainly includes radio and newspaper marketing and flyers, gift marketing and so on. 2. Analysis of the current marketing methods The radio and newspaper marketing methods can expand the brand awareness of the expressway in a short period of time, but the effect on the road is not very obvious, and this type of method requires repeated investment of a large amount of funds. It is mainly used to expand the popularity of new lines, and it can not produce significant effects on the original lines that have been opened for many years. Gifts and flyers have a narrow audience and less influence. They have little effect on expanding the brand awareness of expressways. The one-off delivery has little effect, and is generally not used as the main method of expressway marketing. It is only used as an auxiliary means. . Third, the concept and basic content of signage marketing Signage marketing refers to the analysis of the road network where the expressway is located, the overall marketing concept and protective marketing concept, by guiding the signs on the appropriate road sections and interchanges to guide the road A marketing method that increases the company's operating income. The signage marketing method carried out by setting the signage has the advantages of strong immediacy, long duration of effect, and independent use; it is very suitable for use in various stages of highway development, especially the expressway that has been open for many years should be the most important marketing. Ways to choose implementation. Signage marketing is a new product of marketing concepts and signage settings combined in highway operations. Comparison of signage marketing and other marketing methods The comparison between signage marketing and other marketing methods is listed in Table 1. Table 1 Expressway marketing method contrast input immediate continuity independent radio station about 600,000 yuan / time less than 1 year non-independent newspaper about 500,000 yuan / time less than 1 quarter not independent signage about 400,000 yuan / time strong More than 5 years of independent flyers, gifts about 200,000 yuan / time less than 1 year is not independent Note "Immediate 1" indicates the speed of the effect of the effect "Continuous 1" indicates the duration of the effect "Independent 1" indicates that Whether the method can work alone. From the perspectives of investment, immediacy, continuity and independence, the comparison between signage marketing and other methods is found: First, 4 kinds of marketing parties, although gifts and flyers have less investment in one time, but they are generated after one-time investment. The effect is very small, and it needs to be continuously put into the marketing period, which makes its investment comparable to the first three methods. Therefore, the above four methods are relatively close from the input point of view. The second signage marketing method will produce results when it is invested, while the other three types of methods will take some time to produce the effect of “immediately one sex.†Third, the radio, newspaper and flyer gifts are basically very It is difficult to produce a continuous effect. If it is to produce a continuous effect, it depends on continuous investment, and the signage marketing can be effective for a long time after one investment. Fourth, after the radio, newspaper and flyer gifts are put on, it is necessary to rely on the signage guidance. Effective, compared to signage marketing, you don't need other means to be able to launch independently. Through the above comparison, it is found that the advantages of sign marketing relative to other marketing methods, such as strong immediacy, long-lasting effect, and independent use, should be the main way of highway marketing. Signage Marketing Implementation Principle The principle of signage marketing is to reasonably set the sign to guide the vehicle to the section by connecting the line connected or indirectly connected with the expressway section, and at the same time, set the straight line sign in the section of the road which may be diverted by other sections. The card enables the high-speed vehicle to travel as long as possible on this section of the road. Signage marketing implementation method) road network analysis method. Due to the benefits of the expressway network, most highways will form road networks with various roads around them. Parallel lines and confluence lines in the road network are closely related to the traffic flow of the expressway. The road network analysis method is a comprehensive and multi-angle detailed analysis of the expressway and its road network, and uses the analysis results to carry out marketing work methods. Therefore, detailed analysis should be carried out on the lines around the expressway and the traffic flow of each entrance. First, we must identify which are the confluence lines that contribute more to the traffic flow of this section, which are the parallel lines that indirectly form competition, and which are the direct distribution channels that form competition. To know and know ourselves, “further clarify the results of the expressway application analysis around the road section, and implement the overall marketing method and protective marketing method.†The overall marketing method. The existence of competitive lines makes the vehicle travel has more choices. Refers to competition with other parallel lines to attract traffic flow in the greatest possible way. When designing the signage marketing plan, it is necessary to comprehensively consider the whole road section and each confluence line, and jointly carry out the overall marketing of the signage with the surrounding converging lines. Therefore, the competitiveness of various expressway highways in the road network will be comprehensively improved, and the signage marketing work of this road section will achieve the best results.) Protective marketing mode. Due to the existence of the direct formation of competitive diversion lines, some of them enter the expressway. Vehicle was diverted by signage IV. Practical application of signage marketing 1. Analysis of the surrounding road network of the North Second Ring Road Guangzhou North Second Ring Expressway is located in the northern part of Guangzhou City. It is the eastern part of the artery connecting the western and eastern parts of Guangzhou with the East Second Ring Road and the Guangzhou-Shenzhen Expressway connecting the central part and Guanghui. The Guanghe, Beijing-Zhuhai and Airport Expressways are connected to the west and the West Second Ring Road and the Guangqing Expressway. Due to the continuous improvement of the surrounding expressway network, various parallel lines that form indirect competition and shunt lines that directly form competitions appear one after another, making the operation competition of the North Second Ring Expressway highly competitive. ) Parallel lines. First of all, due to the construction of the South Second Ring Road, the parallel line of the North Second Ring Road was passed! The North Second Ring Road is diverted from vehicles in the eastern part of Guangdong Province (Shenzhen, Zhuhai) to the western areas (Zhaoqing, Sanshui) and vehicles traveling to the eastern part of the western region. Secondly, the opening of the Guanghe Expressway led the third phase of the South China Expressway and the Guanghe Expressway to form a parallel line with the North Second Ring Road. It will pass through the North Second Ring Road to the Guangqing, West Second Ring Road, Airport Expressway and through the North Second Ring Road. Traffic flow in Hui, Guangshen and other directions. Third, because the North Ring Expressway is parallel to the North Second Ring Road; the traffic will be diverted from the Guangqing and Airport Expressways through the North Second Ring Road to Huizhou and Shenzhen, and the Guangzhou-Deep through the North Second Ring Road to the West Second Ring Road, Guangqing Expressway, etc. The direction of the traffic. (2) Shunt line. With the full line of Qinglian Expressway, the traffic volume through the North Second Ring Road, Guangqing and Qinglian Expressway to the north of Hunan has increased greatly. However, the Beijing-Zhuhai Expressway has intercepted a large number of vehicles going north to Hunan. Due to the reconstruction and extension of the G324 National Highway, most of the vehicles that passed through the North Second Ring Expressway to the South China Express Line and then arrived in Guangzhou City took most of the vehicles from the Changping exit of the North Second Ring Road and then the G324 National Highway to the downtown area of ​​Guangzhou. Driving mode. Due to the opening of the Guanshen Expressway and the Boshen Expressway, most of the vehicles that had to pass through the North Second Ring Expressway and the Guangzhou-Shenzhen Expressway to reach Dongguan and Shenzhen have adopted the method of re-transferring the Guanshen Expressway and the Boshen Expressway through Guanghui Expressway to Dongguan. Shenzhen. In the case of many competitive routes; the North Second Ring Expressway needs to continue to maintain the growth of toll revenues, it needs to adopt a strong marketing approach, signage marketing is a good choice. 2. North Second Ring High Speed ​​Signage Marketing Plan) Overall Marketing Plan. The North Second Ring Expressway and each of the bus lines are composed of one:! The North Second Ring Road is a hub, and the other eight expressways are the expressway network that crosses the east and west and runs through the north and south. The traffic volume of the North Second Ring Expressway is closely related to the traffic volume of each of the bus lines. The first is the marketing plan for the connecting line with the North Second Ring Expressway. In the expressway connecting with the northwest of the North Second Ring Expressway, some information is provided to guide vehicles through the North Second Ring Road to the Central and Eastern Expressways, that is, the West Second Ring Road and the Guangqing Expressway, which are connected to the west end of the North Second Ring Road, are set on their signs. Shenzhen, Zhuhai, Heyuan and Huizhou “is able to reach the Guanghui, Guanghe, East Second Ring and Guangzhou-Shenzhen Expressways through the North Second Ring Road through the information content that can be reached by connecting the expressway with the North Second Ring Expressway. The second is the marketing plan for the connection of the central line of the North Second Ring Expressway. On the expressway connected to the central part of the North Second Ring Expressway, some information is provided to guide the vehicles through the North Second Ring Road to the Western and Eastern Expressways. That is, the airport, Beijing-Zhuhai, and Guanghe Expressway, which are connected to the central part of the North Second Ring Road, will be set up in Qingyuan, Zhaoqing, Shenzhen, Huizhou, Zhuhai, and other information guide signs to Qingyuan and Zhaoqing. The vehicles will pass through the North Second Ring Road to reach Guangqing and West. Second Ring Expressway, guided to Zhuhai, Shenzhen, the direction of the vehicle through the North Second Ring Road to the Guangzhou-Shenzhen and East Second Ring Expressway. The third is the two-ring high-speed eastern connecting line set marketing plan. Set up some information on the expressway connected to the eastern part of the North Second Ring Expressway to guide the vehicles through the North Second Ring Road to the Central and Western Expressways, that is, to coordinate the East Second Ring Road and the Guangzhou-Shenzhen Expressway connected to the eastern part of the North Second Ring Road on their signs. Set Qingyuan, Zhaoqing, Heyuan, Shaoguan, Airport, Huizhou "some local information that can be reached through the expressway connected to the western part of the North Second Ring Road. The purpose is to lead the eastern vehicles to travel through the North Second Ring Road to Guanghui, Guanghe, Airport, West. Second Ring and Guangqing Expressway.) Protective marketing plan. Due to the expansion of the G324 national highway, the opening of the Guanshen Expressway and the Boshen Expressway, the North Second Ring Expressway will need to set the guide signs in this section to reduce the shunting losses. Conduct protective marketing. First, the North Second Ring Westbound Beijing-Zhuhai Interchange is set up. In order to prevent vehicles that need to arrive in Hunan on the North Second Ring Expressway, they will be intercepted by the Beijing-Zhuhai Expressway at the Beijing-Zhuhai Interchange. Directly set information on the Beijing-Zhuhai Intersection in the westbound direction of the North Second Ring Expressway. Northbound Hunan vehicles will pass through the North Second Ring Road to the Guangqing Expressway. Then the Qingqing Expressway connects the Qinglian Expressway to the north of Hunan. two is! The North Second Ring Road Westbound Changping Interchange is set up. In order to prevent vehicles from reaching the Guangzhou urban area on the north=ring expressway, the sweeping north=ring Changping interchange is intercepted by the G324 national highway. It is necessary to set up a direct information guide in the second round of the b-ring westbound Changping. Ring Expressway and South China Express arrive at the destination. The third is the North Second Ring Road eastbound Luogang Interchange. In order to prevent vehicles that need to arrive in Shenzhen and Dongguan on the North Second Ring Expressway, they will be intercepted by the Guanshen and Boshen Expressway at the Changping Interchange in the North Second Ring Road. It is necessary to set up a straight sign at the Guanghui interchange of the East Second Ring Road. Vehicles arriving from Shenzhen and Dongguan from the North Second Ring Expressway will reach the destination through the North Second Ring Road and Guangzhou-Shenzhen Expressway. 6. Comparative analysis of input and output of signage marketing In 2012, the North Second Ring Expressway coordinated the surrounding eight expressways for overall marketing in the signage marketing work. The marketing was carried out by each section to share the benefit of each section. The company invested a total of about 1.5 million yuan in the signing and transformation of the road sections. After the implementation of the signage marketing, the changes in the toll revenue of each marketing segment were tracked and analyzed, and the effects of other influencing factors were excluded. It was found that the road sections increased by 10,000 to 50,000 yuan per day due to the signage marketing. Taking the input and output of North Second Ring Road as an example, the calculation is based on a daily increase of 30,000 yuan. In one year, the income of 10.95 million yuan can be obtained. The use of high-strength reflective film signs is 10 years. In 10 years, at least 1.1 billion yuan of income can be increased. In 2012, a total of 230,000 yuan will be invested. The input and output can reach about 1:00, that is, 1 yuan can be used to obtain 500 yuan. Therefore, from another angle, it can be explained that sign marketing is a kind of expressway marketing method with low input and high output, which should be widely applied in expressway marketing. With the rapid development of the expressway, the competition faced by the expressway has also increased. At present, there is competition between the expressway and the local road. At the same time, there is competition between the expressway and the expressway. In addition, with the other high-speed rail and other The rapid development of transportation methods has also had a major impact on the expressway. In order to be invincible in various competitions, various expressway companies are necessary to carry out marketing work, and it is also important to adopt reasonable marketing methods. Signage marketing is the most cost-effective and most effective way of highway marketing, so highway companies should use it as their preferred method when doing marketing work. (Author: Guangzhou North Second Ring Expressway Co., Ltd.) Zhejiang Bolong International Industry&Trade CO.,LTD , https://www.bolongjackets.com