内蒙古高速公路服务区营销现状与对策分析

On the Present Situation of Highway Service Area Marketing of Inner Mongolia and Countermeasure Analysis

随着内蒙古经济的快速发展和自治区对交通基础设施投资力度的不断加大,内蒙古的高速公路建设取得了长足发展,作为高速公路重要组成部分的高速公路服务区也获得了难得的发展机遇。高速公路服务区是高速公路的配套设施,直接向司乘人员提供生活和工作服务,对高速公路服务区营销对策研究与提高高速公路服务区的服务质量和整体形象具有重要意义。本文首先介绍了内蒙古高速公路服务区的概况,分析了服务区现阶段营销中存在的主要问题,并在此基础上从发展物流园区、创建服务品牌、构建营销联盟、开展服务营销等四个方面提出了相应的对策与建议。

With the rapid economic development of Inner Mongolia and local government＇s constant investment to traffic infrastructure,Inner Mongolia highway construction has made great progress.As an important part of highway,service area has obtained precious developing opportunity.As a supporting facility of highway,service area provides direct service to drivers and passengers.Therefore,it is of important significance to undertake countermeasures to highway service area marketing and to improve service quality and overall image of service area.This paper first introduces the general situation of Inner Mongolia service areas,analyzes the problems existed in present marketing.On this basis,this paper puts forward countermeasures and suggestions from the aspects of developing logistics park,establishing service brand,constructing marketing alliance and developing service marketing.