SVI 2001/504 - A marketing approach for the promotion of pedestrian and bicycle traffic in Switzerland
Overview
Background & policy context:
The promotion of pedestrian and bicycle mobility in infrastructural sector in Switzerland is widely organised through the responsible official authority. This follows the tradition of classical engineering, assuming that bicycles and feet are means of transportation, which can be supported by appropriate offers. These approaches improve the general infrastructure conditions of the slow traffic, but neglects to promote it.
This research presents ways of efficient slow-mode traffic promotion through marketing steps. The main thesis is that the marketing has to be organised "top-down", which means centrally organised from the government.
Objectives:
This study aimed to present ways on how to promote slow traffic by means of marketing. The main idea is that marketing has to be organised 'top-down' by the governement.
Main goals were:
- Development of an new approach, which shows known and new ways to shift the modal splits towards the slow modes.
- Elaboration of a manual or an internet platform made of package of measure with target group realisation bodies.
- Pointing out of a new optical view out of the marketing point of view, future visions as well as the mechanisms of the surroundings.
Methodology:
The classical marketing approach from consumer goods and service marketing was adopted. This approach included the following important steps:
- In-depth analysis in the fields of strategy, environment and markets, competition, marketing
- Definition of measures
- Marketing mix (attribution of measures)
- Assessment of efficiency
- Definition of packages of measuers
- Implementation (development of a handbook)
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