For service area operations, bus models are more important customer resources, its outstanding passenger capacity, high-frequency rate of entry into the area, can bring effective incremental service area operations.
From the point of view of the provincial highway bus operation attributes, there are mainly the following aspects of the type and specific customer characteristics:
Bus attributes Operation mode, characteristics of the customer base and basic characteristics
Class line passenger transportation category 1, mainly operated by a professional company, most of which is a direct passenger shuttle bus, with fewer stopping points and fixed routes. The frequency of vehicles entering the area is stable, and the traveling path is mainly short and medium distances, with low demand and relatively limited consumption.
2, individual route contracting, traveling path, relatively high freedom, by the external influence factors.
Tourism line type of tourism routes, seasonal differences are obvious, the driving path of freedom is higher, offline competitors are more tourist crowds, spending power and consumption demand is relatively high, the path of the parties on the business competition is fierce.
Table 1: the basic situation of buses
From the current situation of the provincial bus traffic (cross-section flow), the bus traffic of each route is about 2% -5% of its route traffic, individual inter-provincial, tourist line service area section of the bus traffic accounted for a relatively high proportion, such as Longgang for 5.98%, Zhoushan for 8.41%, Longding for 5.73%. But from the overall base flow of people (considering its single car carrying capacity), with the probability of amplification effect.
Second, the service area bus marketing planning
Different service areas for different types of buses, has a different management mode and customer retention. See the following table:
Service area / vehicle bus into the area vehicles / volume Passenger vehicles / volume Tourist line vehicles / volume Marketing / pull way
April May June
Ninghai 1470142612603701455 driver free meals, meal standard 30 yuan / person; in addition, to receive a (tourist) team meal, the tour guide and the driver can be given a team meal consumption amount of 10% discount
The first 10 vehicle information license plate number line travel attributes into the area of the number of times contact information
1 Zhejiang B39712 Linhai-Ningbo passenger transport 91136****6048
2 Zhejiang L68663 Yuhuan-Putuo passenger transport 91139****8420
3 Zhejiang J71518 Xianju-Ningbo passenger transport 91139****7771
4 Zhe J57992 Taizhou-Zhoushan Passenger Transportation 89139****8368
5 Zhe CM8908 Rui'an-Zhoushan Passenger Transportation 80150****8006
6 Zhe C33658 Wenzhou-Putuo Passenger Transportation 80139****6461
7 Zhe J88208 Jiaojiang-Ningbo Passenger Transportation 80152****6078
8 Zhejiang B62983 Luqiao-Ningbo Passenger Transportation 55133****6820
9 Zhejiang C19623 Rui'an-Ningbo Passenger Transportation 52136****6048
10 Su G30389 Donghai-Luqiao Passenger Transportation 45135**** 5168
Table 2: Ninghai service area bus data table
Table 2 is a statistical service area bus into the number of vehicles, vehicle attributes, the frequency of entry into the area, customer information and other information, which reflects the service area in the service for the bus as a customer group service and marketing practices. Of course, there are more service areas in the bus data statistics and information collection on the data is missing or inaccurate state.
Ninghai service area ranked the top ten buses into the area, all belonging to the passenger line, the frequency of entry into the area is quite high, up to a daily average of 1 time. The high frequency of entering the area means that the customer base has a certain degree of loyalty and recognition of the service area. This kind of customer base path driving, passenger volume, drivers and passengers through a certain amount of time the accumulation of precipitation, can have a more objective and comprehensive understanding of their marketing programs need to have a more targeted.
Secondly, we have statistics on different service areas bus marketing planning methods, there are mainly the following marketing ways to attract customers (see table below):
No. Bus marketing methods Basic features / forms Cases / Remarks
1 shopping coupons to the driver and so on the issuance of unequal amounts of shopping coupons in the form of Quzhou and so on: according to the vehicle mileage, attributes of the different, graded to provide different values (mostly 10-50 yuan mainly), and so on. The most of them are 10-50 yuan mainly) shopping super consumption credit coupons.
2 meals to provide drivers with buffet or free fast food Jiangshan, Lanxi and most other service areas to provide such services.
3 consumption rebate on tourism vehicle consumption rebate Ninghai: after receiving the tourism team meal, based on the team meal consumption, rebate.
4 fleet cooperation to provide food and accommodation services to fleet personnel Changxing: responsible for providing free food and accommodation to fleet personnel, the company's fleet must enter the Changxing service area to accept the fleet inspection and stay.
5 cash to drivers and other issuance of unequal amounts of cash Xiaoshan: according to the amount of passengers and consumption, the service area organization to coordinate merchants for 10-50 yuan cash issuance.
6 other: different service areas daily through the holiday greetings, micro-letter group interaction, holiday gift packages issued to the bus driver and tour guides and other ways to maintain customer relations.
Table 3: service area bus main marketing methods table
As shown in Table 3, the main means of service areas to carry out bus marketing, basically around the shopping coupons, free meals and other forms of marketing, while some service areas accompanied by WeChat group, daily interaction and other customer relationship maintenance.
From the situation of the service area with self-owned catering business: the service area bus marketing mode is mainly for the self-owned catering is responsible for providing free meals with a certain limit of meal standard + stores shopping consumption coupons (costs are shared by the stores in accordance with a different ratio),
self-owned
service area
bus to provide free meals cost (cost price) / car consumption coupon Marketing costs (cost price)/vehicle Consumption coupon marketing cost situation (January-June) Consumption coupon marketing cost situation (January-June) cost price Remarks
Quzhou 20 yuan 11 yuan 19.8 million 108,900 Consumption coupons at a discount of 0.55-0.6 to calculate the cost
Changxing 16 yuan 12 yuan 31.71 million 19.03 million
Huzhou 15 yuan 18 $65,000 (suspended in March and April, no marketing data) 39,000 (suspended in March and April, no marketing data)
Taizhou $30 very little marketing ----
Changshan depending on the situation no marketing ----
Tiantai 24 yuan no marketing ----
Jiaxing 30 Yuan no marketing ----
Table 4: Part of the self-owned food service area bus marketing costs
Table 4 lists part of the self-owned food service area marketing, dining costs, although there are high and low, but the overall situation, self-owned Catering marketing costs and in the overall marketing costs accounted for more than 50% of the basic. In addition, more service areas exist, such as self-managed catering to outsourcing operations, business expiration after the renewal of such bus marketing data is missing, disconnected, can not check the real effective data for in-depth analysis.
For a more detailed understanding of the different routes in each region of the service area marketing situation and horizontal comparison, we have carried out statistics, and selected a representative service area to analyze (see the following table):
Service area bus dining business module bus consumption coupons and other sound modules surrounding the business district bus marketing
Driver dining situation team meal marketing mode Driver dining Fees (cost price)/vehicle Consumption coupons and other sound effects way Marketing expenses (January-June) Marketing costs (January-June) Average daily volume of buses into the area Over the same period of time compared to the growth or decrease
Lanxi buffet 10%-15% of the amount of consumption of the proportion of the rebate of 20 yuan/vehicle superstore consumption coupons of 10-30 yuan/vehicle 166,700 917,000 63 vehicles/day decreased by 16%, the regular bus holidays No overtime appeared Lanxi, Longyou and other exports have opened catering outlets to attract buses, directly to the high cash.
Changshan fast food service consumption amount of 10% of the proportion of rebate 20 yuan / car no no no no data no data no data near the exit of the high-speed bus restaurant directly to the bus driver 100-200 yuan in cash and provide free stir-fry, cigarettes, etc.
Dongyang fast food service consumption amount of 15% -20% of the proportion of rebate 20 yuan / car super consumer coupons 20 yuan / car 20.61 million 113,400 59 vehicles / day growth of 8%, the Yongjin Shengzhou service area is not marketing around the Yongjin Shengzhou service area is not marketing
Songyang set meal service no 25 yuan / car supermarket shopping coupons 20 yuan / car, cash coupons 30 yuan / car (meal time) 25,100 14,300 4 vehicles / day decline of 71%, Suichang Parking Area business opened, Suichang for the self-service food and drink, attraction is better than the Songyang's Wufangzhai restaurant -
Fangyan fast food service 10% of the amount of consumption of the proportion of rebate 22 yuan / car on the designated 7, 8 buses by the restaurant to give cash 30 yuan / car / day 18,000 18,000 4 cars / day growth of 8%, natural growth - -
Deqing fast food service 10%-15% of the amount of consumption of the proportion of rebates 30-35 yuan / car 10-20 yuan consumption coupons 266,300 159,800 145 vehicles / day down 28.26% Wuzhen exit to open the soy sauce duck museum, attracting tourist buses, marketing efforts
Longgang fast food service to send drinks 20 yuan / car is not available?45 vehicles / day growth of 3% Sanyang service area restaurant dining per bus to give 60 yuan in cash, as well as the Sanyang high-speed exit at the perimeter of the restaurant per bus to give 100 yuan in cash marketing model
Changxing fast-food service 10% of the amount of consumption of the proportion of rebate 16 yuan / car 20 yuan consumption coupons 317,100 190,300 63 vehicles / day growth of 12.4% Jiepai service area
Xinchang fast food service - 30 yuan / car no no no no no?
Shengzhou fast food service 10% of the amount of consumption of the proportion of rebate 20-30 yuan / car no no no 52 vehicles / day flat?
Table 5: List of basic marketing and cost of some service areas in each region
As shown in Table 5, the marketing content of the bus meal: basically for the driver (tour guides, etc.) to provide free meals, per capita cost of the meal is about 10-12 yuan, the cost of the bus meal at 20-25 yuan / car. For the tourist line team meal, more than 10%-20% rebate on sales to attract customers. Bus consumption coupons and other marketing: larger service areas are mostly issued in the form of consumption coupons, consumption coupons are mostly 20 yuan / car as the basis for fluctuation, the marketing cost is mainly in the 11 yuan / car -15 yuan / car. Part of the volume of small and medium-sized service areas, due to the limited average daily bus into the area, the bus revenue contribution value is easier to assess, then the bus marketing more focused, for the meal point into the area bus or designated bus can be 30 yuan in cash form to attract the bus, such as Songyang, Fangyan and other service areas.
In addition, along with high-speed rail travel brought about by the decline in the number of buses issued and the attendance rate, the competitive diversion of offline outlets, but also for the bus attraction business to bring adjustments. The service area around the business circle (surrounding service areas, offline stores, etc.) in the survey, the toll station offline stores set up by its bus diversion capacity is relatively stronger, the size of the cash disbursement of 100 yuan / car as a benchmark, from the marketing benefits strength, the service area is difficult to compete with it.
Deqing service area, for example: the original Deqing service area due to the narrow site and other reasons, parking lot bus "overcrowded", but objectively contributed greatly to the service area business income generation work, but the high-speed line on the bus competition also came. Distance from the Deqing service area 25 kilometers of Wuzhen sauce duck museum since the end of October 2017 trial operation, according to statistics, the Deqing service area in November 2017 marketing fee 75,000 yuan, year-on-year (86,000 yuan) decreased by 12.79%; December 2017 marketing fee 50,000 yuan, year-on-year (84,000 yuan) decreased by 40.47%, in 2018, from January to July to generate marketing expenses 33.2 million dollars, a decrease of 28.94% year-over-year. The marketing expense data shows that the rate of buses entering the area is obviously reduced, which directly affects the operating efficiency of the service area, and objectively speaking, the customer base of buses we maintain is being lost due to the competitive state.
Third, other provinces or other service areas in the province related practices
We other service areas in the province and some out-of-province service areas of the bus marketing business for the basic situation to understand (see the table below):
Provinces / Service Areas Meal marketing aspects Consumption vouchers and other marketing aspects Remarks
Ningbo-Taiwan Expressway Wenzhou section (Wenzhou, Cangnan, Qingjiang) $ 30 Meal standards provide free dining no?
Hangxinjing Tonglu service area tourist vehicles to provide free meals no stores are too many difficult to coordinate
Guangxi / cooperation service area free meals tourist line vehicles at the end of the month to provide small gifts, and in accordance with the revenue situation to provide a rebate tourist line on the bus dependence
Sichuan / cooperation service area free meals according to the amount of consumption to provide 105-15% or so rebate service areas more Overall contracting, organized by the cooperators themselves
Inner Mongolia Hassuhai service area free meals to provide 10 yuan shopping coupons cooperators to organize their own
Table 6: other provinces or other service areas in the province related to the practice
As shown in Table 6, from the current collection of other service areas in the province and outside the bus marketing planning, the current marketing methods, efforts, ways and so on, the difference between the differences Not much. The entire high-speed service area is still in a relatively monopolized, closed marketing system, the different types of customer base information and its business contribution, is still in the beginning to be developed.
Fourth, the service area bus diversion analysis and countermeasures
As mentioned above, the service area in the bus diversion, marketing based on the actual situation of the use of a variety of effective initiatives, but at the same time there are data (information) management is not enough, the marketing means of flexibility is not enough (mechanism and system), can not play a competitive market state of vitality and other issues.
The problem of bus diversion, on the one hand, lies in the driver (tour guides, etc.) attraction: that is, through a variety of welfare offensive to enhance the enthusiasm of such groups of people into the area. On the other hand, it still lies in how to open the consumption power of bus drivers and passengers. Business countermeasures analysis from the perspective of bus drivers (tour guides, fleets, etc.):
1. Basic data and information management needs to be improved and standardized. Although such as Ninghai service area through the acquisition of phase bus data for certain business efficiency analysis, but we have four regions (extracted a number of service areas) bus data survey also found that the data is incomplete, inaccurate, discontinuous, or even no record of the state. At the same time, the sales contribution value brought by bus drivers and passengers (different routes, different attributes, different time periods of the bus to the service area revenue contribution varies) is difficult to assess, then it is difficult to target the development of marketing programs, we can not be like the offline business district with the bus customer base to form an effective "high contribution to high returns"! The company's marketing program is difficult to target, so it is difficult to develop marketing programs.
Overall, buses and cars, trucks have brought different value contribution to the service area, from the overall long-term considerations, about the people, cars (goods) information data system construction and operation of the imminent, with historical data to speak, for example, through the construction of intelligent service area, service area in the square and ramp to set up an automatic capture system, in order to complete the accumulation of basic data and collection of work, through the scientific and technological enhancement of management, not empirical value judgment and prediction. Management, can not empirical value judgment and prediction to do marketing programs.
2. The form of customer retention needs to be optimized. The bus diversion or marketing, part of the service area will also be through the WeChat, holiday condolences and other daily relationship maintenance, the purpose is to strengthen the viscosity with the bus customer base, improve customer loyalty. Currently, the service area is a "one-man operation" in the marketing system, relying on the service area manager, operation supervisor or some partners to develop business, and the continuity of operation (business development) is not stable enough. Need through the points system, membership (grading) system and other forms, and constantly enhance the VIP status of different customer groups, such as the sense of experience, sense of access.
3. The market environment is changing fast, and adaptation needs to be accelerated. At present, the development of the service area, the internal and external environment is not only changing rapidly, driven by the customer base (consumer direction, demand changes) changes at the same time, the service area also need to explore the surrounding "business circle" changes, the local area of tourism, rural tourism, local development planning, Internet operation mode, cultural industries and other influencing factors and environmental changes need to be incorporated into the service area. Environmental changes need to be included in the service area of the overall planning considerations, market-oriented, deep plowing the market, to master the market trends, improve market adaptability.
V. Next management suggestions
1. Optimize product supply, introduce local specialties and improve the shopping environment. The implementation of the service area marketing initiatives is essentially to increase purchasing power and unit price, the formation of "effective marketing" cycle. This requires the service area to vigorously improve the shopping environment, enhance the image of the store, enrich the diversity of products, and at the same time, in accordance with the "one area, one feature" idea, each service area has a unique, distinctive, unique product form. And further for the driver and passenger consumption demand characteristics, change the existing commodity structure, the introduction of local characteristics, cultural characteristics of the products and services, and effectively enhance the driver and passenger shopping needs, strengthen the purchasing power.
2. Further optimize and enhance the image of public **** service. On the basis of civilization creation and 100 best demonstration service area leading, full reference to domestic and foreign service area, commercial body development concept, from the public **** service humanization, service management details, space layout aesthetics, etc., practical public **** service as the cornerstone, enhance the drivers and passengers on the service area of the sense of identity. And by improving the driver and passenger lounge and driver dining environment and other forms, the use of *** enjoy the home, such as "family culture" as an entry point, and drivers and passengers close to the distance, close to the service.
3. Research and development of practical marketing programs. For the service area bus customer base situation and data analysis, the formation of objective and effective marketing system and policy support, at the same time in the promotion of revenue enhancement based on the sunshine service area construction system as a guarantee to do a good job of risk prevention and control of project operations. In addition, the service area outlets as a platform to seek a high degree of cooperation with the vehicle operating companies, tourism bureaus and other relevant management departments, units, to find space for cooperation, such as the service area as a bus fixed-point service, etc., to provide more policy support for the service area bus diversion.
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