With the process of national economy marketization, the development of highway transportation and the continuous increase of traffic volume, there is a situation that supply exceeds demand in the highway transportation market, and the competition among highway transportation industries is becoming increasingly fierce. This not only brings opportunities to the development of highway transportation, but also requires the management and operation mode of highway transportation to adapt to the market. This paper mainly analyzes the problems and difficulties faced by road transport marketing, discusses the importance of road transport construction marketing strategy, and puts forward the methods and means to solve the problems according to the objective situation of market economy and the advantages of road transport itself, in an attempt to explore the road transport marketing strategy with market economy characteristics.

Keywords: road transport marketing strategy

1. The importance of road transport marketing strategy

Highway transportation marketing strategy refers to the overall and long-term planning and countermeasures made by highway transportation industry to achieve its business objectives in a certain period of time. The formulation of highway transportation marketing strategy will help the transportation industry to define "what we should do", "what we can do" and "how we should do it" for a long time to come, and form rational thinking of marketing. It is an important part of the development strategy of highway transportation industry and the most important link in the process of highway transportation marketing activities.

Second, some suggestions on the implementation of road transport marketing strategy

At present, strengthen transportation organization, vigorously promote transportation reform and strengthen passenger and cargo marketing. In order to speed up the pace of road transportation facing the market and opening up the market, and realize transportation income increase, it is necessary to further promote transportation reform and formulate and improve various passenger and cargo marketing strategies that adapt to the market. Highway transportation enterprises must improve marketing organization, build marketing network, improve marketing means and carry out comprehensive marketing innovation with a brand-new way of thinking.

Improve enterprise marketing organization. At present, the management system of marketing organization of road transport enterprises in China is scattered, and it can't respond quickly to market information. Therefore, it is necessary to improve the marketing organization.

First, road transport enterprises set up organizations to participate in the market. The first function is to concentrate professionals on market research, research and decision-making, collect and process market, policy, economy, society and other information, and process, analyze and transmit it to serve the marketing decision-making of enterprises. The second is to study and choose the market. On the one hand, on the basis of mastering a lot of information, comprehensively analyze the natural conditions, demand characteristics and trends of passengers and shippers, and analyze the market competition, so as to be aware of it. On the other hand, on the basis of analyzing the market, combined with the internal and external environment of the enterprise, determine its own target market.

Second, strengthen the construction of marketing team. High-quality marketing team is an important link to determine whether the enterprise marketing strategy can be successfully implemented. In order to adapt to the marketing under the new situation, it is necessary to conduct comprehensive training for on-the-job and new employees and be willing to spend money to train their own marketing team. Change the current distribution system of salespeople, establish a scientific incentive mechanism, and link the income of salespeople with sales performance. At present, the construction of marketing team is to strengthen the construction of corporate culture, enhance the cohesion of enterprises, let the majority of marketing personnel have a sense of identity with the value of enterprises, and grasp the relationship between themselves and enterprises and tourists. Second, it is necessary to widely publicize the business objectives and marketing strategies of enterprises and guide the majority of marketers to do their jobs well. Third, we should strengthen on-the-job training, so that the majority of marketers can master marketing knowledge and service skills. Fourth, strengthen the construction of professional ethics, so that the quality of the broad masses of workers has a fundamental improvement.

Improve the marketing network of highway transportation enterprises. At present, the transportation industry uses modern science and technology to reduce marketing costs in the construction of marketing network. China is a big agricultural country. Today, the rural resources are vast and the consumption is huge, but the vast rural road network is weak, sparse and lacking. Therefore, it is extremely important to establish marketing outlets distributed in the vast rural and township areas.

Adjust the product structure strategy of highway transportation and strengthen product innovation. In the new environment, road transport enterprises should pay attention to meet the personalized consumption needs of passengers and shippers. From the marketing point of view, we should adjust the product structure strategy from the aspect of product innovation. Product innovation should focus on expanding the service function of highway transportation. The expansion of service function is to combine the valuable extra service function of passengers with the transportation function provided to distinguish them from competitors and enhance their competitiveness. Paying attention to characteristic extension is the sales strategy of innovative highway transportation companies. The innovation of highway transportation products should focus on improving the competitiveness of core services, fully tapping the market demand, capturing and utilizing service opportunities around the three basic service combinations of core services, convenient services and auxiliary services, and adopting strategies such as market penetration, new product development and market development to form distinctive products that are different from competitors.