The Research On The Marketing Tactics Of Direct Mail Service About China Post

In recent years, the mail service of China Post has experienced some troubles in marketing. The amounts have decreased much, and its incomes unprecedented dropping to a great extent, too. Affected by the fast development on telecommunications, the communication market has already changed greatly, the letter, as a kind of communication method, has been replaced by the telephone, the mail service must realize the new breakthrough, which is the main source of this situation.The paper adopts the relevant theories of the marketing to study marketing tactics of the direct mail service on the basis of comparatively abundant researches on internal and external environment of it, trying to help the marketing work of the mail service, especially the direct mail. Firstly, the paper analyzes the development difficulties of the mail service and the development environments of the direct mail service. Secondly, the paper uses the method of SWOT analysis to analyze present marketing direction, combining the strengths/weakness of the direct mail service and the opportunities/threats it facing. Then based on the strategy direction of the direct mail service, the paper makes segmenting, targeting and positioning to the market respectively. Moreover, on the basis above, the paper makes 4Ps marketing tactics (product, price, promotion and place) of the direct mail service. Finally, in order to guarantee that the above marketing tactics can be implemented smoothly, the paperproposes the methods by establishing marketing organization structure, training and encouraging marketing staff, establishing database at perspective of organization, personnel and technology guarantee.In the face of fierce marketing competition, only following marketing changes closely and making corresponding strategy, the direct mail service could be a strong position. It has reference meaning for other postal service enterprises also.