Strategy Study On China Post Direct Mail Marketing

Recently,based on the analysis of database,direct mail marketing that concerning customer's long value is accepted by more and more Chinese enterprises. Engaged in direct mail marketing many years for China Post, the writer has collectted much practical knowledge,studied the whole envirnment of direct mail marketing,and then works out the market tactics and detail method of direct mail marketing for China Post.The article firstly gives the clear concepts between database marketing,direct marketing,and direct mail marketing,it explains the strict concept of direct mail marketing because of there is no exact discribration around domestic.The article also describes and analysis the main time item of direct mail marketing developing in China.The writer abstracts the terser and exact analysis of strong,weak,opportunities,threat in the SWOT analysis part.Based on the concept and SWOT analysis,there are four parts in the article that gives the study of direct mail marketing for China Post:First is the tactics of customer's long value analysis;Second is the tactics of background digital economic;Third is the tactics of STP ;The last is tactics of 4C.The article makes out four suggestions base on above analysis:the first is providing what custmors really need;the second is providing what customers pay less;the third is providing what customers buy easy;and the fourth is providing the promotion what customers can easierly reflecting.On the bottom,the article makes out the ensurance measurements for direct mail of China Post:one is adopting to the market,build the special departments ;one is searching the needs of market,build the database;the other is improving the quality of "last lkm"delivery,build the competition strongness in the market.