Study Of Marketing Environment Of China Post Direct Mail And It's Developoing Strategy

Direct Mail is an important channel for direct marketing and database marketing which are widely used in the world nowdays. It has been rapid developed in foreign countries to enter the mature stage of development. In China, the spread of massed influence has gradually expanded, but in general, compared with foreign mature markets, Direct Mail in the country is a relatively new form of advertising. Direct mail value chain, is only a prototype. Ideas of Direct Mail have not keepped up with the trend. And the driver force of Direct Mail is only from China Post, whose long-term development still faces many difficulties.In order to get to know the Direct Mail in the relatively limited advertising market for the whole community, and to expand market share of Direct Mail, and to massed use the advantages of direct mail in the full context of the precise of database communication, and to explore a suitable way for Direct Mail in the Chinese business market environment, and to make business ideas for the development of the Direct Mail for China Post, it is the purpose of this study and I hope that I could provide practical reference for their development through practical recommendations.Firstly, the article analyzes the foreign database development process and present situation of Direct Mail markets, and make the focus on the development process of the U.S. Direct Mail, development status and trends, and the U.S. Postal Direct Mail development strategy, and extends to the database providers in developed countries chain letter in which the composition and division of the Post. According to the above analysis of the situation abroad, we get the thought of Direct Mail market prospects and understanding of the value chain in China.Secondly, this article study in the domestic market, the development process of database direct mail, social background, industry status and their overall development in the advertising market trend, which analyzes the advantages of Direct Mail as one of the advertising media and then come to a conclusion that China Direct Mail Development is at an early stage and it has a great development trend.Then, consideration of the China Post's pivotal role on the development of Direct Mail, and on the perspective of standing in China Post, this article make focus on the necessary of promoting the business development for China Post, and on market positioning, competitors, and key issues facing.Finally, conclusions come out based on the preceding analysis, how to develop a database of China Post Direct Mail, and Direct Mail value chain proposed building a series of clear recommendations.Innovation of this article is fully research the close relationship between the development of domestic and international direct mail and post. In addition, despite the recommendations of the main face of this article is China Post, the analysis is not limited on vision and strategy. And I would rather look into the entire database marketing and advertising industry, especially Direct Mail on the Construction of the Direct Mail value chain analysis. And recommendations related to the domestic research are standing in front.