Research On The Marketing Transformation And Upgrading Of Postal Correspondence Service In China Under The Background Of Internet

Postal service is a kind of social public welfare organization which is managed by the state or directly operated and delivered all kinds of mail.It undertakes the responsibility of universal service and its basic and symbolic business is correspondence business.Since the 21 st century,with the rapid development of telecommunications industry and the rapid development of Internet technology,postal mail business development is facing unprecedented challenges,once in a state of continuous decline.This paper takes SZ Post Office as an example to study the transformation and upgrading of postal mail business in China under the background of Internet.First,from the SZ postal mail business marketing volume and revenue,we know that postal mail business development is in a state of continuous decline.Secondly,SWOT analysis method is used to understand the advantages,disadvantages,opportunities and challenges of postal mail business marketing.Postal mail development has the advantages of postal group brand,postal mail products,geographical location,the national post office attaches importance to the development of postal mail service,the rapid development of national economy,the development of Internet technology and so on.Simultaneous encounter To postal mail products weaknesses,postal mail marketing weaknesses,postal mail before the popularity of low disadvantage,instant messaging tools,customer requirements,spam flooding,Brain drain phenomenon is serious and so on the inferiority and the challenge.Furthermore,the reasons for the decline of postal mail business are comprehensively analyzed.The internal reasons are: the marketing concept is relatively lagging,the product R & D ability is not strong,the marketing talent task construction is relatively lagging,the marketing propaganda channel propaganda ability is insufficient;External reasons: the rapid rise of express delivery industry,the continuous development of Internet media,changes in policy and law.Finally,put forward the proposal of marketing transformation and upgrading.Innovating Marketing idea from the Perspective of Innovation In order to expand marketing channels,increase talent construction,create product brands and promote postal mail business development,marketing transformation and upgrading.