Investigation And Analysis Of Dm Development In Chinesemedia Market

Direct mail is not just an ordinary postal service, but also a kind of focus media with precise transmission. I analyzed the macro environment of DM, positioning of DM development, target market and communication strategy of DM from the view of media management, and then make my suggestion on how to develop DM for China post.Firstly, I make a general view of all the media in market from the view of increase of AD demand, market competition, and trend of development of consumers, advertisers and the media itself. In the base of summary on the development of DM in China, I use PEST to analyze the microenvironment of DM development, and show that there is wide market foreground of DM in China provides opportunities.By analyzing the competitors, and comparing DM with mass media and new media such as TV, newspaper, sms, internet, I summarized that DM has features of precise transmission, low cost, more flexible, more interaction and Measurable, large amount of information, could be repeated Read, more receivable and good promotion effect. In the base of the summary, I made a positioning of DM development, that is DM should be a media for selling, a media based on the consumer research, and a media could reach to hundreds of millions families in China. At the same time, I analyzed the demand for DM from top ten target market. Those are financial, telecommunications, government and enterprises, real estate, automotive industry combined with several typical cases of postal enterprises. I summarized the characteristics of high-quality clients for DM, and proposed a view that direct mail media should implement media brand strategy, media strategy and three-dimensional integrated communication strategy. to mix into advertising market in China. Finally, I proposed the measures to develop DM in China, which is to promote the construction of the industrial chain, to improve the process of direct mail services, to enhance the quality of name and address database, to improve the delivery services, and to achieve business model innovation.