Research On Competitive Strategy For Shandong Postal Direct Mail Business

Mail service is the basic and essential usiness of China Post and the dirct mail is the main carrier. China Post Group regards drect mail as one of the media forms of precision marketing after summarizing the experence of the deceloped countries and the development of China Post. With the bright deveopment prospects, China Post has put forward the viewpoint-----developing the dirct mail business with the referece of management concepts of medis industry. Shandong Post is the branch of China Post. In order to develop the direct mail business, it is necessary to design the proper competitive strategies on the basis of analysis and argumentation.In this thesis, the research object is Shandong direct mail business and the exterior envirnment as well as the interior resoures are analyzed. Fo the eterior environment, the government thinks much of the direct mail business, the state and local laws, regualtions and policies support it, the enterprises at home begin to learn about and accpet it, more and more consumers in Shandong accept it and the develoment of information technologes are benefical for the deploitation of direct mail market. At the same time, there still exist some theats, for example, the industry chain of direct mail has not formed, the intra-industry competition is fierce, it is liable to be theatered by potential incomers and substitue goods.The main advantages of direct mail business in Shandong Post are as follows:The client resouces are broad, there is obvious advantage of brand,abundant name and adress database, powerful internet resources and complete management system and so on. Of course, every coin has two sides, for the direct mail of Shandong Post, there are some disadvantages. For instance, the self-creative and design ability is not enough, the maling quality should be further improved and the name and adress anaysis is not perfect, etc.After comparing and analyzing, it can be concluded that the difference-marketing competition stategy should be put into effect for the direct mail business of Shandong Post so that the business can be continuous developed. If this strategy can be implemented effectively, the following aspects should be emphasized:by cultivating creatie service and people-oriented postal enterprise culture,the professional management system with the integration of province, city and county should be established and the interior deveopment foundation should be improved;the different management and service strategies on products, service, channel and sales promotion should be put into practice to improve the marketing competitive ability of diect mail products; The supporting ability of diect mail should be reinforced by strengthening the human resources development, name and adress resouces,mailbox development and postal mailing service, etc and at last, establish the strict implementationand control system.The competitive strategy put forward in this thesis has the practical significane for Shandong Post. It is helpful to further exploit the direct mail market and make it larger and stronger. It can be the reference for the same kind of enterprises...