The Marketing Strategy Research On DM Of Guilin Post

DM(Direct Mail), based on the objective data, is combined with the traditional posting networks which is the media of advertisement. With the high-developed telecommunication, personal messages have been taken place of by e-mails. Meanwhile, with the development of marketing economy and the entrance to WTO in China, the economic links between various areas have been strengthened, which undoubtedly indicates a bright future for DM. Furthermore, post has faced the unprecedented opportunity and pressure with the separation of administration and corporation. Thus, the location of the kernel service and symbolic service of post system has been emphasized on.The Correspondence Bureau, established in 2006 in Guilin Post Bureau, is the professional bureau in Guilin and supports the development of twelve counties in Guilin. Thus, the development of Business mailing service is the key of reforming posting system, which is in the strategic position of Guilin Post. Meanwhile, the study of the development of correspondence in Guilin plays a great role in the study of the same subject of other cities.The paper mainly studies the marketing environment and marketing strategy of Guilin Post. Through the analysis of the external marketing environment and distinguishing each kind of external strength and its influence on the company, it provide the scientific basis for holding the opportunity of development for the company and avoiding the environment threat. The task of the analysis of the internal resources and the marketing ability is to clearly recognize the pros and cons of the resources in the company and problems and deficiencies in the marketing process. It will lay the foundation and indicate the direction for the company to choose and formulate the marketing strategy.Further more, author designed the marketing strategy for Guilin Post in the use of 4PS theory. Firstly, author chose the targeted-market through the analysis of market segmentation and took a market positioning; and then, author designed marketing strategy for Guilin Post from four aspects: product price, place and promotion.At last, the paper explored the measurements to efficiently apply marketing strategies from two angles. He first one is the marketing organization; the second one is the selection, training and management of the marketing employee.