Research On The Marketing Strategy Of Shandong Post Philatelic Business

The report of the nineteenth national congress of the communist party of China pointed out:to stimulate the vitality of national cultural innovation,promote national rejuvenation by cultural renaissance,and promote the development of cultural industry to a new level.The needs of the contemporary Chinese people are undergoing profound changes,which have been transformed from mainly meeting material needs to mainly meeting spiritual needs.This brings a good opportunity for the development of postal collection business.But at the same time,stamps gradually dilute the function of postage certificates,and as a collection of investment and promotional materials,gifts increasingly prominent.And in the next few years,there will be more and more enterprises to enter the cultural industry,competition is becoming more and more intense.Through the research of the stamp collecting business of Shandong Post,this paper discusses the transformation from selling products to integrated marketing services and from designing philatelic products to cultural marketing of stamp collecting.Integrate marketing resources,improve marketing level,promote Shandong Post philatelic business is good and fast development.This paper clarifies the types of stamp collecting business,including the business of stamp retail,new stamp reservation,visualized annual book,customized development of stamp collecting products,personalized stamp service,etc.On the basis of combing domestic and foreign literature and related marketing knowledge,this paper expounds the content of philatelic business,as well as the current marketing environment,including internal environment and external environment.The macro environment is analyzed by pest analysis.At present,there are some problems in the development of philatelic business,such as weak marketing power,and the external environment,social entertainment,investment and so on,relatively more and more diverse.Swot analysis is used to analyze the advantages,disadvantages,opportunities and threats of the current philatelic business.In the marketing of philatelic business,how to expand the philatelic customer base is an important problem.With the help of STP strategy theory,the market is subdivided,the target market is determined,and the scientific and reasonable market positioning is carried out This paper has a strong feasibility and operability,for philatelic business marketing has important reference significance.