Crm Applications In The Development Of Postal Advertising Mail Service

Today the post enterprises, across the world, become more and more open in the complicated and competing environment. Under the circumstances that the post traditional letter business is shrinking, as a new business information media, postal Direct Mail appears more important, which deprive from the post. It can slow down the contract of the post letter business. Throughout developing for several years, the postal direct mail, as the economic increasing point, have achieved to standard extent and gotten great achievements. Meanwhile there are many problems in this business.To the post advertisement enterprise, client is valuable resource. If you can win clients, you can take advantage in the competing market. With clients' demand changing and increasing continually, some problems are exposed in postal direct mail business, among which something about CRM plays the first, for example the raw administration, low level in service, the short term of client relation management. How to solve out these problems? Every post advertisement company is thinking of that. In fact, we can find the direction and achieve more with same work, if we modify the center and direction of advertisement letter business according to scientific CRM theory. So, in order to develop post advertisement further, we need to command CRM theory. We can attract, keep client and extend the market share, if we find the conjunction point and market position in the direction of the theory and design our service considering the client request.In this paper, by researching CRM theory and its application and analyzing the client service and management status of china postal DM, the necessity to apply CRM in china postal DM is talked firstly. And then it is said about the main problems in postal DM, the competitive of DM market, the importance of DM client, the great potential in developing postal DM and the meaning of applying CRM. Further more, aimed at the problems in developing postal DM, the practical strategy to apply CRM is putted forward, on base of investigate and analysis. With regard to the status of china postal DM, it is formulated how to improve business flow, organization frame, management system, and service quality. At last the Jiangxi post case explains in detail the whole process of applying CRM. All in all, in this paper, except that the detailed, practical application strategies are putted forward, something that should be pay more attention to in applying CRM is pointed. The results concluded in this paper can work as a guide to all level post advertisement companies which will apply CRM.