Development Status of Highway Construction Industry in 1.

The highway construction industry is an important part of China's transportation industry and a key area of national infrastructure construction.According to data from the Champ Consulting Group,2022 China's highway mileage reached535.48Ten thousand kilometers, an increase over the end of last year7.41Ten thousand kilometers, of which highway mileage17.73Ten thousand kilometers, national highway mileage11.99Ten thousand kilometers. National Grade IV and above highway mileage516.2510,000 kilometers, accounting for the proportion of highway mileage.96.4%. The country has a road operating car.1222.08Ten thousand, of which passenger cars55.42Ten thousand, trucks1166.66Ten thousand. Complete road cargo turnover throughout the year144.9billion ton-km, year-on-year growth5.8%; Complete passenger turnover4.9Trillion person-kilometers, year-on-year growth6.1%。

From the development process, China's highway construction industry has experienced a rapid development process from scratch, from small to large, from low to high. Since the reform and opening up, especially in recent20Over the past years, with the continuous increase of national investment in infrastructure, the scale and quality of highway construction in China have been continuously improved, forming the largest highway network and the densest rural road network in the world. At the same time, my country has also accumulated rich technical experience and management capabilities, and has made world-leading achievements in cross-sea bridges and tunnels, alpine tunnels, and alpine regions.

From the perspective of regional distribution, the level of highway construction in the eastern part of China is significantly higher than that in the central and western regions, and the urban area is significantly higher than that in the rural area.According to data from the Champ Consulting Group, 2022YearThe highway density in the eastern region is7.8Kilometer/100 square kilometers, the central region is4.6Kilometer/100 square kilometers, the western region is2.5Kilometer/hundred square kilometers; the highway density in urban areas is13.7Kilometer/100 square kilometers, rural areas are3.5Kilometer/hundred square kilometers. This reflects the current situation of unbalanced economic and social development in China, and also shows that there is still great potential and space for development in the central and western regions and rural areas.

From the perspective of market structure, my country's highway construction industry is mainly composed of government-led and invested infrastructure construction and operation, as well as market-led and competitive transportation services and related industries. Infrastructure construction and operation mainly involve highway engineering construction, highway maintenance, highway bridges and tunnels, highway tolls, highway monitoring and other fields, and transportation services and related industries mainly involve passenger transport, freight, logistics, automobile manufacturing, automobile maintenance and other fields.According to the ChampAccording to the data of the inquiry group,In 2022, China's highway construction industry will achieve operating income of about6.5Trillion yuan, year-on-year growth8.2%; total realized profit of about1.2Trillion yuan, year-on-year growth9.5%. Of which, infrastructure construction and operations accounted for approximately40%, transportation services and related industries accounted for approximately60%。

Problems in 2. Highway Construction Industry

Although China's highway construction industry has made remarkable achievements, but also faces some problems to be solved, mainly in the following aspects:

（1) Inadequate infrastructure supply. With China's economic and social development and the improvement of people's living standards, the demand for highway transportation is increasing day by day, especially the demand for high quality travel modes such as expressway, intercity railway and rail transit is increasing rapidly. However, the supply capacity of China's highway infrastructure is still insufficient to meet these needs, especially in the central and western regions and rural areas, road accessibility and convenience are still low, and there are still some areas.“Broken Road”“Island Village”and other issues. In addition, the structure of my country's highway infrastructure is not reasonable enough, and the connection between highways and ordinary highways, urban roads and rural roads is not smooth enough, resulting in reduced transportation efficiency and waste of resources.

（2) The service quality is not high. There is still much room for improvement in the level of road transport services in China, especially in terms of cargo transport. China's freight transport is mainly road transport, accounting for more than the proportion of cargo turnover.75%, but the proportion of multimodal transport is only3.5%It is far below the level of developed countries. The competition in the road freight transport market is fierce, but the service quality is uneven, and there are some problems, such as overload and overrun, security risks, opaque information, price confusion and so on. In addition, the proportion of passenger intermodal transport in China is also low, and the convenience of passenger travel needs to be improved.

（3) Innovation ability is not strong. China's highway construction industry has made some achievements in technological innovation, but there is still a big gap with the international advanced level, especially in the aspects of intelligence and digitization. At present, the research and development and application of intelligent connected vehicles in my country are still in the initial stage, the coverage and functions of intelligent transportation systems are not perfect, and the application of new technologies such as big data, cloud computing, and artificial intelligence in the field of highway transportation is not extensive and in-depth. In addition, my country's highway construction industry also has some shortcomings in management innovation, such as the relationship between the government and the market is not clear and coordinated, and the industry supervision system and mechanism are not perfect and efficient.

（4) Green development is not enough. China's highway traffic is an important source of energy consumption and environmental impact, which is facing great pressure and challenges to energy conservation, emission reduction and ecological protection. According to data from the Champ Consulting Group,2022In 2010, China's road traffic energy consumption accounted for the proportion of energy consumption of the whole society.17.8%, road traffic carbon dioxide emissions accounted for the proportion of carbon dioxide emissions of the whole society.18.2%. There are still some shortcomings in the green development of China's highway construction industry, such as the excessive occupation of land resources by highway construction, the ineffective control of environmental pollution by highway transportation, and the insufficient support of highway transportation for new energy vehicles.

Development Trend and Market Opportunity of 3. Highway Construction Industry

In the face of the above problems, China's highway construction industry is also actively exploring and implementing a series of reform and innovation measures to adapt to the changes of national development strategy and social needs, and promote the high-quality development of highway transportation. According to 《“fourteen five”Modern Integrated Transportation System Development Plan, Highway“fourteen five”Development Plan "and other related documents, China's highway construction industry in the future will mainly present the following development trends:

（1) Infrastructure supply is more adequate. China will continue to increase investment in highway infrastructure, optimize the layout of highway network, and improve highway accessibility and convenience. To2025In the year, China's highway mileage will reach2010,000 kilometers, the national highway mileage will reach13.510,000 kilometers; the mileage of grade 4 and above highways will reach530Ten thousand kilometers; all towns and villages across the country will be accessible by asphalt (cement) roads; all poor counties across the country will be accessible by highways. At the same time, China will strengthen the connection between expressways and ordinary highways, urban roads and rural roads, and build a three-dimensional, multi-level and multi-functional comprehensive transportation corridor.

（2) Service quality is more efficient. China will deepen the reform of the transport service market, promote the structural reform of the supply side of transport services, and improve the level and efficiency of transport services. To2025The proportion of multimodal transport of goods in China will increase10%, the proportion of passenger intermodal transport will increase30%; the overloading rate of road freight transport will be reduced5%The information level of road freight transport will be significantly improved to achieve full coverage of truck electronic waybills, and the service quality evaluation system of road passenger and freight transport enterprises will be established and improved.

（3) The ability to innovate is stronger. China will accelerate the development and application of new technologies and new models such as intelligent networked vehicles and intelligent transportation systems, and build a smart highway transportation system. To2025In 2010, China's intelligent network car production and sales will account for more than the proportion of automobile production and sales.50%, intelligent network car test mileage will exceed.10The coverage and functions of the intelligent transportation system will be further improved to achieve full coverage of highways, urban roads, and rural roads; the application of new technologies such as big data, cloud computing, and artificial intelligence in the field of highway transportation will be more extensive and in-depth. At the same time, my country will also strengthen management innovation, improve the relationship and coordination mechanism between the government and the market, optimize the industry supervision system and mechanism, and improve the level and efficiency of industry governance.

（4) Green development is more prominent. China will adhere to the concept of green development, strengthen energy conservation, emission reduction and ecological protection, and build a green highway transportation system. To2025In 2012, the proportion of road traffic energy consumption in the energy consumption of the whole society will be reduced15%Below, road traffic CO2 emissions as a percentage of society-wide CO2 emissions will be reduced16%The occupation of land resources by highway construction will be further reduced, the control of environmental pollution by highway transportation will be further strengthened, and the support of highway transportation for new energy vehicles will be further enhanced.

Based on the above development trend, China's highway construction industry will face broad market opportunities in the future, mainly in the following aspects:

（1) Infrastructure construction and operations. With the continuous increase of highway infrastructure investment, there will be a larger market space in the field of infrastructure construction and operation, especially in the central and western regions and rural areas. At the same time, with the optimization of highway infrastructure structure and the improvement of functions, there will be higher technical requirements and service standards in the field of infrastructure construction and operation, providing more market opportunities for high-end product and service providers.

（2) Transportation services and related industries. With the deepening of the reform of the transportation service market and the advancement of supply-side structural reforms, transportation services and related industries will have greater market potential, especially in multimodal transport, intermodal transport, informatization, and intelligence. At the same time, with the improvement of the level and efficiency of transportation services, transportation services and related industries will have higher competitiveness and profitability, bringing more market returns to quality products and service providers.

（3) New technologies and new models. With the rapid development and wide application of new technologies and new models such as intelligent networked vehicles and intelligent transportation systems, there will be huge market demand in the field of new technologies and new models, especially in innovation-driven, user-oriented, and scene integration. At the same time, with the significant improvement of road traffic efficiency and quality by new technologies and new models, the field of new technologies and new models will have higher social and commercial value, creating more market advantages for innovative product and service providers.

（4) in the field of green development. With the deepening of the concept of green development and the continuous strengthening of energy conservation, emission reduction and ecological protection, there will be stronger market demand in the field of green development, especially in energy conservation and environmental protection, new energy, recycling and so on. At the same time, with the important role of green development in road traffic sustainability and social responsibility, the field of green development will have higher policy support and social recognition, bringing more market opportunities for green product and service providers.

Suggestions on Marketing Strategy of 4. Highway Construction Industry

According to different market segmentation areas, Shangpu Consulting Group believes that highway construction enterprises can adopt the following marketing strategies:

（1) Marketing strategy in the field of infrastructure construction and operation. In view of the market characteristics and needs in the field of infrastructure construction and operation, highway construction enterprises can adopt the following marketing strategies:

product differentiation strategy. Highway construction enterprises should provide differentiated products and services according to the characteristics and requirements of highway projects in different regions, different types and different functions to meet the individual needs of customers. For example, for highway projects in the central and western regions and rural areas, it can provide highway engineering technologies and programs that adapt to complex terrain, save land resources, and protect the ecological environment; for highway and urban road projects, it can provide improved transportation efficiency and reduced operating costs, Highway maintenance technologies and programs that enhance safety performance; for special projects such as cross-sea bridges and tunnels, mountain tunnels, can provide breakthrough technical difficulties, display engineering art, highlight the national image of the highway bridge tunnel technology and programs.

price optimization strategy. Highway construction enterprises should formulate reasonable price strategies according to the return on investment, risk level, competition degree and other factors of different projects to maximize profits. For example, for government-led and invested highway projects, the cost-plus method or target pricing method can be adopted to determine the price according to the project cost or target profit; for market-led and competitive highway projects, the market penetration method or market-following method can be adopted to determine the price according to market demand or competitors' prices; for highway projects with special value or influence, the value pricing method or psychological pricing method can be adopted, the price is determined according to the customer's perception or feeling of the product or service, etc.

Channel expansion strategy. Highway construction enterprises should choose appropriate channel methods and channel members according to the characteristics and requirements of different projects to expand market coverage and influence. For example, for government-led and invested highway projects, direct communication and cooperation with government departments or institutions can be established through direct channels such as government procurement platform and bidding platform; for market-led and competitive highway projects, contact and trust can be established with potential customers or partners through indirect channels such as industry associations, professional media and network platform; for highway projects with special value or influence, through non-traditional channels such as social organizations, non-governmental organizations, and public welfare activities, we can establish a good image and reputation with all sectors of society.

Promote innovation strategies. Highway construction enterprises should adopt innovative promotion methods and means according to the characteristics and requirements of different projects to improve the visibility and reputation of products or services. For example, for government-led and invested highway projects, the professional capabilities and social responsibilities of enterprises can be demonstrated by compiling special reports, holding academic seminars, participating in policy formulation, etc.; for market-led and competitive highway projects, the product advantages and service quality of enterprises can be demonstrated by publishing advertisements, organizing customer experience, launching promotional activities, etc.; for highway projects with special value or influence, it can show the technological innovation and engineering art of enterprises by making documentaries, publishing commentary articles and participating in social selection.

（2) Marketing strategies in the field of transportation services and related industries. According to the market characteristics and needs of transportation services and related industries, highway construction enterprises can adopt the following marketing strategies:

Service standardization strategy. Highway construction enterprises should provide standardized service processes and service quality according to the needs and expectations of different customers to meet the basic needs of customers. For example, for passenger transport services, it can provide standardized vehicle management, driver training, passenger safety, ticketing services, etc.; for freight services, it can provide standardized cargo handling, transportation tracking, cargo insurance, settlement services, etc.; for logistics services, it can Provide standardized warehouse management, distribution arrangements, information feedback, after-sales service, etc.

Service personalization strategy. Highway construction enterprises should provide personalized service content and service methods according to the needs and expectations of different customers to meet the advanced needs of customers. For example, for passenger transport services, customized vehicle selection, seat arrangement, itinerary planning, entertainment facilities, etc. can be provided; for freight transport services, customized goods packaging, mode of transportation, delivery time, price concessions, etc. can be provided; for logistics services, customized warehousing solutions, distribution routes, information sharing, value-added services, etc.

Service integration strategy. Highway construction enterprises should provide comprehensive service combination and service value according to the needs and expectations of different customers to meet the overall needs of customers. For example, for passenger transport services, it can provide intermodal transport services with other modes of transportation such as railways and aviation to achieve travel convenience and economy; for freight services, it can provide multimodal transport services with other modes of transportation such as water transportation and air transportation to achieve transportation efficiency and safety; for logistics services, it can provide cross-border cooperation services with e-commerce platforms, financial institutions and other industries to achieve logistics benefits and innovation.

Service intelligence strategy. Highway construction enterprises should provide intelligent service experience and service advantages according to the needs and expectations of different customers, using new technologies and new models such as intelligent networked vehicles and intelligent transportation systems to meet the future needs of customers. For example, for passenger transport services, intelligent networked vehicles can be used to realize functions such as automatic driving, in-vehicle interconnection, vehicle-road coordination, etc., to improve travel comfort and safety; for freight services, intelligent transportation systems can be used to realize truck monitoring, road navigation, Traffic scheduling and other functions to improve transportation efficiency and reliability; for logistics services, functions such as big data analysis, cloud computing platform, and artificial intelligence algorithms can be used, improve warehouse management, distribution optimization, information processing and other functions, improve logistics accuracy and flexibility.

（3) Marketing strategies in the field of new technologies and new models. In view of the market characteristics and demand in the field of new technology and new mode, highway construction enterprises can adopt the following marketing strategies:

Technology leadership strategy. Highway construction enterprises should strengthen technological research and development and innovation, seize the market opportunities of new technologies and new models, and form technological advantages and competitive barriers. For example, for the field of intelligent connected vehicles, advanced technologies such as automatic driving, vehicle networking and vehicle-road coordination can be developed and applied to create brands and standards for intelligent connected vehicles. For the field of intelligent transportation systems, advanced technologies such as traffic monitoring, traffic navigation and traffic dispatching can be developed and applied to build platforms and solutions for intelligent transportation systems. For big data, cloud computing, artificial intelligence and other fields, you can develop and apply advanced data analysis, data mining, data applications and other technologies to create data-driven services and value.

User engagement policy. Highway construction enterprises should make full use of the needs and feedback of users, realize the interaction and co-creation between users and products or services, and improve user satisfaction and loyalty. For example, in the field of intelligent connected vehicles, the user's needs and expectations for intelligent connected vehicles can be understood through user research, user experience, user evaluation, etc., and the design and functions of products or services can be continuously optimized; in the field of intelligent transportation systems, users can be encouraged to use intelligent transportation systems through user registration, user login, user rewards, etc., and user behavior data and opinions and suggestions can be collected, continuously improve the performance and quality of products or services; for big data, cloud computing, artificial intelligence and other fields, you can obtain users' personal data and preference information through user authorization, user sharing, user customization, etc., and continuously provide products or services Personalization and differentiation.

Scenario fusion strategy. Highway construction enterprises should realize the seamless integration and innovative extension of products or services and scenes according to different travel scenarios and needs, so as to improve the adaptability and added value of products or services. For example, in the field of intelligent connected vehicles, different functions such as automatic driving mode, in-car entertainment mode, and out-of-car interaction mode can be provided according to different travel purposes, travel time, travel routes and other scenarios to enhance travel experience and fun; in the field of intelligent transportation systems, different traffic environments, traffic states, traffic events and other scenarios can be provided according to different traffic situations, provide different traffic prediction modes, traffic optimization modes, traffic emergency modes and other functions to enhance traffic efficiency and safety; for big data, cloud computing, artificial intelligence and other fields, different data analysis modes, data mining modes, data application modes and other functions can be provided according to different industry backgrounds, business needs, problem solving and other scenarios to enhance data value and innovation.

Social responsibility strategies. Highway construction enterprises should establish a sense of social responsibility and social responsibility, realize the consistency and coordination of products or services with social interests, and improve the social recognition and reputation of products or services. For example, in the field of intelligent networked vehicles, we can actively participate in activities such as the formulation of national standards and industry norms to promote the standardized development and safety management of intelligent networked vehicles; in the field of intelligent transportation systems, we can actively participate in public service provision, social welfare support and other activities to promote the inclusive development and social contribution of intelligent transportation systems; in the fields of big data, cloud computing, artificial intelligence, etc, can actively participate in data security protection, data privacy protection and other activities to promote the legitimate use of data resources and ethical use.

5. epilogue

The highway construction industry is an important basic industry of the national economy, which plays an important role in promoting regional coordinated development, improving people's living standards, and ensuring national security and strategic interests. This paper analyzes the development status, existing problems, development trends and market opportunities of the highway construction industry, and puts forward marketing strategy suggestions for different market segments, aiming to provide valuable reference and guidance for highway construction enterprises. According to data from the Champ Consulting Group, it is expected that2023The market size of the road construction industry will reach7.5Trillion yuan, year-on-year growth15.4%; Market competition will be more intense and diversified; market opportunities will be broader and more diversified. Shangpu Consulting Group hopes that through the analysis and suggestions of this paper, it can help highway construction enterprises to grasp the market dynamics and trends, formulate effective marketing strategies, and achieve market success and enterprise development.