Shaanxi Post Business Letter Marketing Strategy Study Based On Name And Address Database

This article obtains from the database marketing's basic theory,reviews the development process of domestic and foreign database marketing,and introduces the concept of address database.This article proposes that post business letter service is the core of address database application,and it obtains the universal application in various countries postal service.Then,this article analysis database marketing theory from present situation,question and reason of address database application.Based on the SWOT analysis and characteristic's analysis of Shaanxi post office,discovers the superiority,inferiority,opportunity and challenge of present development database marketing activity.This article has formulated the concrete developmental strategy in this foundation for it.In the marketing strategy,this article carries on the analysis he question which appears to the present Shanxi post office business letter database marketing.At the same time,this article defers to the development idea from postal service marketing pattern to making transformation,the question which will possibly appear for the future provide the advisory opinion.This article studies the use of address database marketing in the Shanxi post office business letter service.The article take the superiority of Shanxi post office database marketing to be 5 aspects as following:network superiority,technical superiority,fees superiority,service superiority and service superiority.Then has then constructed the Shanxi postal service database marketing center movement pattern in these 5 superiority competitive power,in manages and in the service insufficiency in view of the present Shanxi postal service address database marketing center makes the transformation.Afterward,has conducted system's research to the Shanxi post office business letter database marketing's pattern construction and the implementation,mainly deferred to the market localization,the product choice,the price design,the promotion strategy,the channel combination and the implementation safeguard has carried on the detailed elaboration.Finally,draws the related conclusion to the Shanxi post office business letter database marketing implementation,includes:science judges,market localization;Carries on the choice scientifically to the product;Formulates the nimble price strategy;Initiative implementation conformity marketing strategy;Strengthened channel combined strategy and implementation safeguard.At the same time,this article proposes questions waiting for further deep study.Facing with opportunity and challenge brought by market development,business letter service has to meet market requirement and formulates to make the new breakthrough in the market difficult position,at last,impels the development of business letter.