China Post Mail Business Marketing Strategy Research

Business correspondence is one of the traditional business of China post, with the advent of the information age, the development of Internet, wireless communication technology is gradually replacing the traditional letter of communication, in the development process of Chinese postal mail business also reflects the development strategy, the existing problems in marketing strategy, faced with the correspondence market atrophy, development way to transition. In basic unit work in business marketing system construction, leading simple apportion tasks of business, one-sided pursuit of business scale and growth on the cost of worker reflect strong, petitioners in severe cases; Individual units violate compasses low charges collected mail, low rates of foreign sales of the postage stamps and sealing piece of card products, disrupting the management order, damage the interests of postal enterprises. On the quality of service, the mail delay, loss or damage of the complaints occur, the reason is that the delivery team personnel quality and management level is not high, affect the quality of delivery service.In order to adapt to the development of the current information age, the traditional correspondence business to make strategic positioning, to adjust on the marketing strategy, to maintain long-term sustainable development. Research China post mail marketing strategy of the business, it is concluded that postal enterprises in today’s information environment correspondence of business survival, management, development direction and target customer development ideas and measures for the administration of the product, for the Chinese postal mail for professional goals, to explore the theoretical basis for development path, the transformation, in the future for China’s postal better undertake universal service obligation and better competitive correspondence business market development, can provide certain reference value.This topic on the basis of price, product marketing strategy, channel and the main content of the analysis of China post mail business. Can effectively solve the China post group company blindly make correspondence business development goals; The provincial postal company any high development cost, low benefit of correspondence product; Basic unit lack of correspondence product promotion marketing plan; Grassroots cadres and workers have the fear to correspondence, business development, hard apportion letters income tasks such as practical problems in the development of postal mail. The thesis is divided into six chapters. The first chapter briefly introduces the significance of the thesis writing, and the theory of marketing strategy. The second chapter to define main business correspondence, and express of postal enterprises at home and abroad, the domestic telecommunications industry development present situation are briefly analyzed. The third chapter from two dimensions of pricing strategies and pricing method to analyze Chinese postal mail business pricing. Fourth chapter from the Angle of the correspondence main business SWOT analysis, identify business through the analysis of the regional development positioning, business development in five years was forecasted. The fifth chapter of China postal network marketing channel construction and system construction are briefly analyzed. Chapter vi correspondence of universal service and competition class letter business development were discussed.