Study Of Direct Marketing Strategy In China Post

This article, which begins with the current development of direct marketing abroad, makes a deep and comprehensive study on the DM theory in terms of theoretical concepts, development mode, success experience and future scenario by reviewing related DM theories and practices in foreign countries. A PEST analysis on the overall environment where China is developing direct marketing now is made in order to find out what factors are for it or against it. Furthermore, a SWOT analysis on China Post in such an environment helps to look into the advantages as well as disadvantages, and opportunities as well as challenges and establish the policies for development. In terms of the DM mode, it not only analyzes the problems occurred in the postal DM on the basis of the study on the development of the DM in large enterprises such as TNT, but also reshapes the postal DM into the development concepts proposed in the article, with describing the direction and type of the DM in the future and adding its own advices to the solution of the possible problems. This article is an in-depth study on the development of the DM in China, especially in some large enterprises. The advantages of the postal DM in China are categorized into five forces—credit, networking, logistics, payment, and database— in order to generally understand the competitiveness of the postal enterprises in the DM. These five forces form the operation mode of the postal DM center in China and make reforms on its inefficient management and services. As a result of the comparison between the internal leader like TNT and domestic forerunner like Bertelsmann in service development and operation mode, the new mode optimizes the development mode of postal DM in China. In addition, this article makes innovation in terms of planning BPR, database update, training postmen and fostering customer satisfaction, and contributes its own insights to the DM in large domestic companies, which is intact before.