Study On The Marketing Strategy Of YT Postal Direct Mail Abstract

As one of the precision marketing modes， direct mail has been popular in Europeanand American countries for many years. Direct mail has a huge market scale and hasformed a mature industry chain; while direct mail media is the third largestadvertisement media in the U.S. and is widely used. In China， direct mail starts late，with various supporting measures still to be improved， which results that direct mailhas not been extensively used in many businesses. Direct mail is one of the corebusinesses of postal enterprises. As the main provider of direct mail service， ChinaPost has always taken it as the core business and attached importance to the promotionof direct mail which once became the significant revenue source of China Post.However， with the rapid growth of information technology and continuous emergingof various new media， the direct mail marketing of China Post is faced withincreasingly growing competition. Coupled with the shortage of mature marketingmode， the development fatigue of China Post appears. Based on the market researchand focusing on analysis of the direct mail service， this paper develops a set ofintegrated direct mail marketing scheme applicable for postal enterprises of YT area，with the purpose to provide an active quest and attempt for the faster and betterdevelopment of the YT Post direct mail business.On the basis of investigation and research， with the use of marketing， managementand economics related knowledge， this paper studies the characteristics and laws ofdevelopment of China Post direct mail in the regional markets， makes a relativelysystematic， complete and scientific analysis on the marketing strategy of YT Postdirect mail business; makes an analysis on the YT Post internal/external environmentand industry structure based on theories including marketing management， corecompetence， integration communication， etc. as well as PEST and SWOT matrixanalysis methods; researches its own resources and capacity building; and proposes theintegrated marketing strategy and measures for the municipal-level postal enterprisesunder current social and economic situation， based on domestic and foreign direct maildevelopment and change while enriching the direct mail marketing theory， hoping tohave a positive impact on the YT Post and even China Post.This paper consists of seven chapters， analyzes the present situation and environmentof as well as advantages/disadvantages and internal/external resources for YT Postdirect mail development based on analysis of related marketing theories. According toanalysis of the above mentioned aspects， this paper puts forward the marketingstrategy design of YT Post direct mail. Meanwhile， this paper describes the supportingconditions required by the strategies， including perfecting the professional marketing process， establishing and improving the organizational structure， perfecting the mailbox construction， paying close attention to the delivery quality， etc.， expecting toprovide a more detailed and practical program.