Study On The Marketing Strategy Of Zhanjiang Postal Direct Mail

Abstract:As the development of market economy, direct marketing and promotion of database marketing idea, to the postal business development has played a huge role in promoting. Direct mail--is no longer just a ordinary postal business, is also a kind of accurate dissemination of focus media. Facing the opportunities and challenges brought by the development of the market, the Zhanjiang post only meet the needs of the market, direct marketing positioning as a key business expansion.I stand in the media business point of view, the direct mail development at home and abroad are analyzed, that direct mail be just unfolding in the domestic market, with a broad space for development. The author analyzed respectively from the aspects of direct mail marketing for Zhanjiang postal:one is based on the analysis of STP theory of direct mail marketing; two is the analysis of4P-4C theory based on the theory of direct mail marketing; three is from the media theory to analyze the direct mail marketing. Combined with the author’s practical work, the knowledge of direct mail, the use of the SWOT analysis method, the system research of Zhanjiang postal direct mail marketing, emphatically analyzes the implementation method of Zhanjiang postal direct mail marketing conditions, carry out. In this paper, based on the theories mentioned above, direct mail marketing strategy of Zhanjiang post design:one is to provide to meet customer demand for direct mail product; two is the lower than expected service customer cost price; three is the establishment of convenient customer distribution channels; four is the use of good communication with customers promotion way.Finally, this paper also put forward some measures to ensure the development of Zhanjiang postal direct mail marketing:one is to strengthen and maintain customer relationship management; two is to vigorously promote the construction of direct marketing industry chain; three is the establishment of business intelligence team (BIU); four is to improve the quality and price of name and address database values; five is to strengthen the "last one kilometer" the dominant position. Mail service is the most basic, the most fundamental China post, the most important business, and one of the most important part of direct mail is the modern postal industry development "priority among priorities", is the direction of development of postal mail service. This study can hope to Zhanjiang postal direct mail marketing plays a certain role in promoting and guiding.