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The success of ITS development and deployment is closely tied up with the industrialization and marketing of a variety of ITS products and technologies. This research aims to identify the development direction of ITS industry using a survey analysis for a case study in Beijing，China，which will give a strong support to the ITS policy stipulation of the government，and decision-making for marketing ITS products and technologies. Based on the survey，it identifies ITS systems that should be developed in different priorities in Beijing and derives from these system priorities the types of ITS products and technologies that enterprises are encouraged to pursue. ITS systems with 4 levels of different priorities are divided into 4 groups and the types of ITS products and technologies that should be mainly developed are identified. Even though the survey is conducted in only Beijing for this case study，the results have general implications that may well be extended to other cities and countries with similar survey efforts.