Thoughts on Public Transport Drainage in Service Area

First, the basic situation of the bus service area

For the operation of the service area, bus models are more important customer resources, and their outstanding passenger capacity and high-frequency entry rate can bring effective increments to the operation of the service area.

Judging from the operating attributes of expressway buses in the province, there are mainly the following types and specific customer characteristics:

Attribute operation mode, characteristic customer base and basic characteristics of bus

The bus line is 1, which is mainly operated by professional companies. Most of them are direct passenger buses with few stops and fixed routes. The frequency of vehicles entering the area is stable, and the driving route is mainly short and medium distance, with low demand and relatively limited consumption.

2, personal route contracting, driving path, high relative freedom, influenced by external factors.

Mainly featured tourist routes, the seasonal differences are obvious, the freedom of driving routes is high, the number of tourists is greater than that of offline competitors, the consumption capacity and consumption demand are relatively high, and the competition among merchants on the routes is fierce.

Table 1: bus basic information

Judging from the current bus traffic volume (cross-sectional traffic volume) in the province, the bus traffic volume of each line accounts for about 2%-5% of its line traffic volume, and the bus traffic volume of individual provinces and tourist service areas accounts for a relatively high proportion, such as 5.98% in Longgang, 8.4 1% in Zhoushan and 5.73% in Ding Long. However, from the overall base passenger flow (considering the number of passengers per bicycle), there is a probability of amplification effect.

Second, the service area bus marketing planning.

Different service areas have different management modes and customer maintenance methods for different types of buses. Please refer to the following table:

Service area/vehicles, buses, vehicles entering the area/passenger vehicles/vehicles for special tourist lines/marketing/pulling methods.

April, May and June

Ninghai1470142612603701455 drivers have free meals, and the meal is labeled 30 yuan/person; In addition, tour guides and drivers can get a discount of 10% when they dock with group meals.

Before 10 vehicle information, license plate number, number of times the line travels into the area, and contact information.

1 Zhejiang B397 12 Linhai-Ningbo Passenger Transport 91136 * * 6048

2 Zhejiang L68663 Yuhuan-Putuo Passenger Transport 9 1 139 * * * 8420

3 Zhejiang J7 15 18 Xianju-Ningbo Passenger Transport 91139 * * * 771

4 Zhejiang J57992 Taizhou-Zhoushan Passenger Transport 89 139****8368

5 Zhejiang CM8908 Ruian-Zhoushan Passenger Transport 80 150****8006

6 Zhejiang C33658 Wenzhou-Putuo Passenger Transport 80 139****646 1

7 Zhejiang J88208 Jiaojiang-Ningbo Passenger Transport 80 152****6078

8 Zhejiang B62983 Luqiao-Ningbo Passenger Transport 55 133****6820

9 Zhejiang C 19623 Ryan-Ningbo Passenger Transport 52 136 * * * 6048

10 su G30389 Donghai-Luqiao passenger transport 45 135 * * * 5 168

Table 2: Data Sheet of Bus in Ninghai Service Area

Table 2 counts the number of buses entering the service area, vehicle attributes, frequency of entering the area, customer information and other information, reflecting the service and marketing practices of the service area for bus customers. Of course, there are also many service areas where data are missing or inaccurate in bus statistics and information collection.

The top ten buses in Ninghai service area belong to passenger dedicated lines, and the frequency of entering the area is quite high, reaching 1 time every day. The high frequency of entering the area means that the customer group has a certain loyalty and identity to the service area. After a certain period of time, this kind of customer group can have a more objective and comprehensive understanding of the route driving, the amount of goods carried, the consumption of drivers and passengers, and also need more targeted marketing programs.

Secondly, we counted the bus marketing planning methods in different service areas, mainly including the following marketing methods to attract customers (see the table below):

Basic characteristics/forms/remarks of serial number bus marketing model cases

1 Shopping vouchers are distributed to drivers in the form of unequal shopping vouchers, such as Quzhou. According to vehicle mileage and attributes, vouchers with different denominations are provided by grades (mainly 10-50 yuan).

Provide buffet or free fast food for drivers. Most service areas such as Jiangshan and Lanxi provide such services.

3 Consumer rebate Ninghai: After receiving the meal expenses of the tour team, the rebate will be made according to the consumption of the meal expenses of the team.

4 teamwork provides accommodation services for team members Changxing: responsible for providing free accommodation for team members. Our team must enter Changxing service area for team inspection and accommodation.

5 Cash is distributed to drivers, etc. Xiaoshan: The service area organizes and coordinates merchants to distribute 10-50 yuan cash according to the passenger capacity and consumption.

6 Others: Different service areas maintain customer relationships with bus drivers and tour guides through holiday greetings, WeChat group interaction and holiday package distribution.

Table 3: Table of Main Marketing Modes of Bus in Service Area

As shown in Table 3, the main means of bus marketing in each service area are basically shopping vouchers, free meals and other forms of marketing. At the same time, some service areas maintain customer relationships through WeChat groups and daily interactions.

From the service area with self-catering business, the bus marketing model in the service area is mainly responsible for providing free meals with certain meal label restrictions and store shopping vouchers for self-catering (the expenses are shared by stores in different proportions).

Independent operation

service area

Free meals provided by public transportation (cost price)/ticket marketing expenses (cost price)/ticket marketing expenses (1-June)/coupon marketing expenses (1-June) Remarks

Quzhou 20 yuan 1 1 yuan198,000 10.89 million coupons are calculated at a discount of 0.55-0.6.

Changxing 16 yuan 12 yuan 31.71kloc-0/90300.

Huzhou 15 yuan 18 yuan RMB65,000 (suspension in March and April, no marketing data) RMB39,000 (suspension in March and April, no marketing data).

There is almost no marketing in 30 yuan, Taizhou.

Changshan depends, there is no marketing-

There is no marketing in Tiantai 24 yuan-

There is no marketing in Jiaxing 30 yuan-

Table 4: Bus marketing expenses in some self-operated catering service areas

Table 4 lists the marketing situation of some self-operated catering service areas. Although the cost of catering is high or low, on the whole, the marketing expenses of self-catering account for more than 50% of the total marketing expenses. In addition, there are some problems in many service fields, such as self-catering outsourcing, the lack and fault of such bus marketing data after the expiration of the format, and it is impossible to find real and effective data for in-depth analysis.

In order to better understand the marketing situation and horizontal comparison of different line service areas in different regions, we made statistics and selected representative service areas for analysis (see the table below):

Service area bus catering business module, bus coupons and other sound modules, bus marketing methods in surrounding business districts.

Driver's dining situation, team meal marketing model, driver's dining expenses (cost price)/car vouchers, etc. Marketing cost (1-June) Marketing cost (1-June) The average number of buses entering this area has increased or decreased compared with the same period.

65,438+00%-65,438+05% of the consumption amount of Lanxi buffet will be returned to 20 yuan/car dealer's over-coupon 65,438+00-30 yuan/car 65,438+066,700 9.170,63 cars/day, and Lanxi will not work overtime on regular bus holidays.

10% of the spending of Changshan fast food service will be returned to 20 yuan/Chewuwuwuwuwu No data No data The nearby high-speed export bus hotel will directly give the bus driver 100-200 yuan cash and provide free snacks, cigarettes, etc.

Dongyang fast food service spending was returned to 20 yuan/20 yuan/car 20.6113,459 cars/day at a ratio of 15%-20%, with an increase of 8%. Jin Yong's Shengzhou service area is not marketed, and the surrounding Jin Yong's Shengzhou service area is not marketed.

There is no 25 yuan/car dealer shopping voucher for 20 yuan/car in Songyang package service, and the cash voucher for 30 yuan/car (meal time) is 2.5 1. 1.4304 car/day, which is 7 1% lower. Suichang parking area is open, and Suichang self-service catering is more attractive than Songyang Wufangzhai catering.

10% of Fangyan's fast food service spending is returned to 22 yuan/designated bus No.7 and No.8, and the restaurant gives cash 30 yuan/car/day 65438+865438+84000/day, an increase of 8%, a natural increase-

Deqing fast food service spending 10%- 15% returned 30-35 yuan/car 10-20 yuan coupons of 266,300159,800 145 cars/day, a decrease of 28.26%. A museum of sauced ducks will be built at Wuzhen exit to attract tourist buses and conduct marketing.

Longgang fast food service delivers drinks to 20 yuan/the car is unavailable for the time being? 45 vehicles/day increased by 3%. 60 yuan cash is sent to restaurants in Sanyang service area every bus, and restaurants around Sanyang Expressway exit every bus 100 yuan cash marketing model.

10% of the consumption amount of Changxing fast food service shall be returned according to the ratio of 16 yuan/car. 20 yuan ticket 3 1.7 1.090300 63 vehicles/day, with an increase of 12.4%. Jiepai service area will give cash 80 yuan by car.

Xianju Meal -20-30 yuan/Car No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No, No,No. No, No, No, No,No. No, No, No,No. No, No,No. No, No, No, No

Xinchang Fast Food Service -30 yuan/Car Everything?

10% If the consumption amount of fast food service in Shengzhou is less than 52 cars/day, return 20-30 yuan/car?

Table 5: List of basic marketing and expenses of some service areas in each region

As shown in Table 5, the marketing content of bus catering: basically, drivers (tour guides, etc. ) Free meals are provided, the per capita meal cost is about 10- 12 yuan, and the bus meal cost is 20-25 yuan/car. For group meals on tourist routes, selling 10%-20% rebate is the main way to attract customers. Bus coupons and other marketing aspects: coupons are distributed in the form of coupons in large service areas, mostly in 20 yuan/car, and the marketing expenses are mainly 1 1 yuan/car-15 yuan/car. In some small and medium-sized service areas, due to the limited number of buses entering the area every day, the contribution value of bus revenue is easier to evaluate, so bus marketing is more targeted. For buses at meals or designated bus entry areas, 30 yuan cash can be used to attract buses, such as Songyang and Fangyan.

In addition, with the decline in the number of buses and attendance rate brought by high-speed rail travel, as well as the competitive diversion of offline outlets, it has also brought adjustments to the bus drainage business. In the investigation of the business districts around the service area (surrounding service areas, offline stores, etc.). ), the stores set up under the toll booth have a relatively stronger ability to attract bus customers, and the cash distribution scale is based on 100 yuan/vehicle. From the perspective of marketing benefits, it is difficult for service areas to compete with them.

Take Deqing service area as an example: in the former Deqing service area, due to the small space and other reasons, the buses in the parking lot were "full of cars", which objectively greatly promoted the income-generating work in the service area, but the competition for buses under the high-speed line also followed. According to statistics, after the trial operation of Wuzhen Fried Duck Restaurant, which is 25 kilometers away from Deqing service area, the marketing expenses of Deqing service area were 75,000 yuan from the end of 20 17 to the end of 17, which was 12.79% lower than that of the same period last year (86,000 yuan). In 20 17, the marketing expense of 12 was 50,000 yuan, which was 40.47% lower than 84,000 yuan. In 20 181-July, the marketing expense was 332,000 yuan, down by 28.94%. From the data of marketing expenses, the rate of bus entering the service area is obviously reduced, which directly affects the operational efficiency of the service area. Objectively speaking, the bus customer base we maintain is losing because of the competitive state.

Three, other provinces or other service areas in the province related practices.

Have a basic understanding of bus marketing business in other service areas in the province and some service areas outside the province (see the table below):

Remarks on catering marketing in each province/service area, such as coupons.

Are there any free meals provided by 30 yuan catering labels in Wenzhou section of Yongtaiwen Expressway (Wenzhou, Cangnan and Qingjiang)?

Tourist vehicles in Hangxinjing Tonglu service area provide free meals, and there are too many stores to coordinate.

Free catering tour vehicles in Guangxi/Cooperative Service Area will provide small gifts at the end of the month, and rebates will be provided according to income. This tourist route relies heavily on buses.

Free meals in Sichuan/Cooperative Service Area provide about 105- 15% consumption rebate, and the service area is contracted as a whole, which is organized by the partners themselves.

Free dining in Hasuhai Service Area of Inner Mongolia provides 10 yuan shopping vouchers, which are organized by the partners themselves.

Table 6: Relevant practices of other provinces or other service areas in the province

As shown in Table 6, from the perspective of public transport marketing planning in other service areas inside and outside the province, there is not much difference in marketing methods, intensity and methods at present. The whole high-speed service area is still in a monopoly and closed marketing system, and the contribution to different types of customer information and its management are still in the initial stage to be developed.

Fourthly, the analysis and countermeasures of bus drainage in service area

As mentioned above, the service area has taken various effective measures in terms of bus drainage and marketing according to the actual situation, but there are also problems such as insufficient data (information) management, insufficient flexibility of marketing means (mechanism system), and inability to exert vitality under competitive market conditions.

On the one hand, the problem of bus drainage lies in its attraction to drivers (tour guides, etc.). ): that is, through various welfare offensives to enhance the enthusiasm of such people to enter the region. On the other hand, it still lies in how to open the consumption power of bus drivers and passengers. Analyze the management countermeasures from the perspective of bus drivers (tour guides, motorcades, etc.). );

1. Basic data information management needs to be improved and standardized. Although Ninghai Service Area has made a certain analysis of operating benefit by obtaining bus data, we also found that the data is incomplete, inaccurate, discontinuous or even unrecorded in the bus data survey of four areas (several service areas are selected). At the same time, it is difficult to evaluate the sales contribution value brought by bus drivers and passengers (different routes, different attributes and different time periods have different contributions to the revenue of the service area), so it is difficult to formulate targeted marketing plans, and it is impossible to form an effective "high contribution and high return" relationship with bus customers like the offline business circle (the tableware of the catering team in the service area has this relationship).

Generally speaking, buses, cars and trucks bring different value contributions to the service area. From the overall long-term point of view, it is urgent to establish and operate a data-based people, vehicles (goods) system. Speaking with historical data, for example, through the construction of smart service area, the service area will set up automatic snapshot systems in squares and ramps to complete the accumulation and collection of basic data. Through scientific and technological upgrading management, it is impossible to make marketing plans based on empirical value judgment and prediction.

2. The form of customer maintenance needs to be optimized. Bus drainage or marketing, some service areas will also maintain daily relationships through WeChat and holiday condolences, with the aim of strengthening the stickiness with bus customers and improving customer loyalty. At present, in the marketing system, the service area is "fighting alone", and the service area manager, business supervisor or some partners develop their business, so the business continuity (business development) is not stable enough. It is necessary to continuously enhance the sense of experience and VIP identity of different customer groups through various forms such as points system and membership (grading) system.

3. The market environment changes rapidly, and the adaptability needs to be accelerated. At present, with the development of service field, the internal and external environment is not only changing rapidly, but also driving the change of customer base (consumption direction and demand). At the same time, the service area also needs to explore the changes in the surrounding "business circle". All kinds of influencing factors and environmental changes such as territorial global tourism, rural tourism, local development planning, Internet operation mode and cultural industry need to be brought into the overall operation of the service area, taking the market as the guide, deepening the market and grasping the market trend.

Verb (abbreviation of verb) suggestions for the next step of management.

1. Optimize product supply, introduce local specialty products and improve the shopping environment. The implementation of service area marketing measures is essentially to improve purchasing power and customer unit price and form an "effective marketing" cycle. This requires the service area to improve the shopping environment, enhance the store image and enrich the product diversity. At the same time, according to the idea of "one area with one characteristic", each service area has a unique, distinctive and unique product form. Furthermore, according to the characteristics of drivers and passengers' consumption demand, we should change the existing commodity structure and introduce products and services with local and cultural characteristics, effectively improving drivers and passengers' shopping demand and strengthening purchasing power.

2. Further optimize and enhance the image of public services. Guided by the creation of civilization and a hundred demonstration service areas, we should fully learn from the development concepts of service areas and commercial bodies at home and abroad, start with the humanization of public services, the details of service management, the aesthetics of spatial layout, etc., and take public services as the cornerstone to enhance the sense of identity of drivers and passengers in service areas. And by improving the driver's lounge and dining environment, using * * * home, etc. Taking "family culture" as the starting point, we can be closer to drivers and services.

3. Study and make a feasible marketing plan. According to the bus customer base and data analysis in the service area, an objective and effective marketing system and policy support are formed. At the same time, on the basis of promoting the improvement of income, taking the construction system of sunshine service area as the guarantee, do a good job in project operation risk prevention and control. In addition, based on the service area network, we will seek high cooperation with vehicle operating companies, tourism bureaus and other relevant management departments and units, and seek cooperation space, such as using the service area as a designated bus service to provide more policy support for bus drainage in the service area.

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