江西邮政直复营销发展的问题与对策.pdfVIP

要 本文从江西邮政发展现状入手，指出直复营销在江西邮政的战略发展地位。 同时阐述了直复营销在国内外的研究现状，并从直复营销的概念、特点、开展方 式、存在问 等方面，对直复营销理论进行了较为深入和透彻的研究。在此基 上对现阶段江西邮政开展直复营销活动的大环境进行PEST 分析，指出了有利因素 和不利因素。同时在江西这样一个大环境下，进一步利用SWOT 对江西邮政进行 分析，找出江西邮政目前开展直复营销活动的优势、劣势、机会和挑战。在这个 基础上，本文重点针对目前江西邮政在直复营销发展中存在的若干问 ，为其制 定了较详细的应对对策。同时，对目前江西邮政直复营销中心发展模式进行分层 推进和构架，提出今后发展的方向和方式。 本文总共分为五章，分别从引言、直复营销概述、江西邮政直复营销及其应 用环境与企业战略分析、目前江西邮政直复营销发展中存在的问 、江西邮政直 复营销运行的对策等五方面对本文进行构架，同时以江西邮政直复营销发展展望 作为本文结束语。文中将江西邮政进入直复营销行业的优势归纳为六点，分别是 信用优势、复的优势、网点优势、物流优势、支付优势和数据库优势，从整体上 把握了邮政企业在直复营销行业中的竞争力。考虑到直复营销中心在直复营销发 展中的平台作用，本文还对江西邮政直复营销中心功能和运行模式进行了规划。 关键词：邮政直复营销 直邮业务 数据库商函 1 Abstract This paper starts with Jiangxi Post current developing status, which indicates the DM strategic developing position for JiangXi Post. Meanwhile it states the DM current researching situation in domestic and abroad, conducts deep and intensive research for DM theory in term of its concept, feature, developing mode, problems and other aspects. On this basis, indicates the favorable and unfavorable factors for Jiangxi Post DM current developing environment through PEST analysis. Meanwhile, based on Jiangxi environment, conducts a further analysis by SWOT theory about Jiangxi Post features, finds the advantage, disadvantage, opportunity and challenge for DM, in this time,it states several problems in current Jiangxi Post DM developing and set up the measures on this basis. Regarding the specific running mode for the DM, mode, layered propelles and structures current Jiangxi Post DM centre developing mode, proposes future developing orientation and mode. In this paper, a total of five chapters, respectively, from the introduction, an overview of direct marketing, Jiangxi Post Direct Marketing and its application e