YT邮政直邮业务市场营销策略探究.pdfVIP

Study on the Marketing Strategy of YT Postal Direct Mail Abstract As one of the precision marketing modes， direct mail has been popular in European and American countries for many years. Direct mail has a huge market scale and has formed a mature industry chain; while direct mail media is the third largest advertisement media in the U.S. and is widely used. In China， direct mail starts late， with various supporting measures still to be improved ， which results that direct mail has not been extensively used in many businesses. Direct mail is one of the core businesses of postal enterprises. As the main provider of direct mail service， China Post has always taken it as the core business and attached importance to the promotion of direct mail which once became the significant revenue source of China Post. However ， with the rapid growth of information technology and continuous emerging of various new media ， the direct mail marketing of China Post is faced with increasingly growing competition. Coupled with the shortage of mature marketing mode ， the development fatigue of China Post appears. Based on the market research and focusing on analysis of the direct mail service ， this paper develops a set of integrated direct mail marketing scheme applicable for postal enterprises of YT area ， with the purpose to provide an active quest and attempt for the faster and better development of the YT Post direct mail business. On the basis of investigation and research， with the use of marketing ， management and economics related knowledge ， this paper studies the characteristics and laws of development of China Post direct mail in the regional markets， makes a relatively systematic， complete and scientific analysis on the marketing strategy of YT Post direct ma