Keywords: automobile; Lease; Marketing plan; reform

1 Present situation of commercial vehicle rental market in Qiqihar

At present, there are more than 3,000 commercial vehicles in Qiqihar rental market, among which Buick GL8, Jianghuai Ruifeng, Guangben Odyssey, Ford Transit, Fengxing and Jinbei are the most favored by customers, accounting for 80% of Qiqihar commercial vehicle rental market. Buick's market in Qiqihar rental market is very good, mainly because Buick GL8 belongs to high-end positioning in commercial vehicles, with comfortable ride, stable performance and moderate price, and is usually the first choice for people who come to Qiqihar to participate in activities and conferences.

The traditional off-season of car rental market in Qiqihar started to rise in March, April and May, stabilized in June, July and August, and rose obviously in September, reaching the first peak during the National Day of 10. During this period, more people traveled to Qiqihar. 1 1, 12 will partially fall back, but it will remain high. During this period, most customers of commercial vehicles participated in business activities in Qiqihar. During the Spring Festival, it will be very popular. Generally, you have to rent a car half a month in advance. 80% of car rental customers are migrant workers, and 20% of customers are local residents of Qiqihar, mainly visiting relatives and friends, or traveling with the whole family.

2 Commercial vehicle customer range analysis

(1) long-term charter. Most of them are enterprises and institutions based in Qiqihar, or provide shuttle service for office workers.

(2) conference car. All kinds of meetings held in or around Qiqihar, such as meeting group transport, VIP and conference delegates transport, organization visits or group transport.

(3) vehicles for cultural sports and festivals. Organize large-scale cultural and sports activities and various festivals in Qiqihar or surrounding areas, and provide work vehicles and VIP reception vehicles for festivals.

(4) Cars will be used for exhibitions (expositions). Hold all kinds of large-scale exhibitions or expositions in Qiqihar or neighboring provinces and cities, and transport them for business guests and visitors.

5] Travel agency chartered a car. Provide tourist vehicles for people who travel in groups to Qiqihar or nearby urban areas.

[6] Hotels and hotel supporting vehicles. Provide VIP car service for high-end hotels, so that guests can enjoy high-end car service before arriving at the hotel or after leaving the hotel.

(7) Airport shuttle bus. Provide airport shuttle bus for customers, and accept customers' entrustment to transport guests to the airport.

3 suggestions for finding customers

(1) government agencies, enterprises, institutions and office workers rent cars. Because these customers are long-term customers, and these customers are loyal customers, they are easy to accept the company's information, and they can often drive friends to rent cars around Universal Pictures, so we should make rational use of existing resources.

Suggestions: a, improve the collection and arrangement of customer information, pay a moderate return visit and provide thoughtful service. B. Give certain discounts to old customers, or maintain and clean commercial vehicles that have been rented for free.

(2) Seek the cooperation of the organizers of conferences, activities and exhibitions. Since there are few such customers, but the profits are high, we must strive for more opportunities to cooperate with the organizers.

Suggestion: A. Provide the organizers of these activities with stationery, such as special paper and pens, and advertise on these stationery. B. Leave company advertising cards at the venue, and distribute company bulletin boards for people entering and leaving the venue.

(3) Strengthen cooperation with travel agencies, hotels and airports. This part has a large number of customers and can make repeat customers. If the service is good, it will bring customers a good impression and have greater potential consumption.

Suggestions: a, cooperate with travel agencies to pick up and drop off passengers, advertise on travel agency posters, and post brochures on business cars. B, cooperate with hotels, hotels to pick up and drop off passengers' travel services, and leave company billboards in passengers' rooms. C. cooperate with the airport to advertise in the airport lounge and advertising screen.

4 How to expand and expand the business in the future

(1) Seize the opportunity. Qiqihar Zhalong tourism, Nianzishan tourism and other activities, as well as agricultural fairs, are all opportunities for the development of car rental industry.

Specific measures:

A strengthen cooperation with travel agencies, hotels and airports, and sign cooperation agreements in advance, including cooperation in passenger transportation and advertising. B sponsor the activities organized by the organizers, especially during the Universiade, and provide free services for some organizers to ensure that the proceeds and advertisements can be printed.

(2) Promote the brand. If we want to expand our business, a large part of it depends on the dissemination of information. So under realistic conditions, the most feasible way is to let more people know about the company through the promotion of the media.

Specific measures: a, regularly publish exquisite product manuals, and use magazines, newspapers, radio and other media to render car rental selection guidance and special car rental services. B, constantly update the company's website information, encourage people with writing ability in the company to publish blog articles, and attract more potential consumers. C. E-mail marketing (this is popular now, spreading product information, generally sending emails). D. Internet marketing activities by using the article publishing function of the third-party blog platform. E, use external forums to post.

(3) Do a good job of service. Car rental industry is a service industry, and word of mouth is very important for a company. If you want to keep old customers and tap new customers, you must bring good service to customers and make them feel happy.

Specific measures: a, when customers consult business car rental, the staff must be enthusiastic and patiently explain the problems raised by customers. B. If customers encounter some problems when using commercial vehicles, such as some maintenance and insurance problems, they must be solved at the first time. Even if you can't handle it immediately, you should give a reasonable reason and never fool the customer. C, pay a regular visit to customers and give them some useful suggestions.

In a word, the most important thing to be solved is to convey the company information to consumers who need to rent a car, and the most important thing is to ensure that the publicity information is accurately and effectively conveyed and the information about the intention to rent a car is accurately collected.