Study Of Changchun City Post Mail Business Development Strategy

Letter business is the basic core business of mail. Back to 90's of last century, letter is main media of information and sentiment communication. It played an important role in person-to-person long distance information exchange and making government files known to lower levels.However, with the development of communication technology and improvement of standard of living, phones, mobile telephones and Internet become more and more popular and traditional letter business is facing huge challenges. More and more convenient, intuitionist and quick communication tools and media are coming forth with high-developed technology. Traditional letter business has lost a lot of clients because of longer transport time, higher cost and required need to post offices or mail drops. Many people lost their confidence to letter business. Someone even predicted that letter business of Chinese mail would end in 2010.Will letter really be replaced and ended? Not only developed countries, like United States, Germany and France, but also developing countries, like Japan, Singapore in Asia and Brazil in South America have paid a lot of attention on letter business. Especially in-developed European and American countries, letter business have become main revenue and profit source of government mail. Like what happened in China, new emerging electronic products also impact foreign mail. Traditional mail volume going down is a global issue. The difference is foreign mail business structure is quite different from that of China. Overseas, new emerging commercial mail such as bills and commercial letters is majority and become principle part of mail. We can also see huge contribution by bills and commercial letters from domestic coastal developed city. Finance, insurance, communication, lord tax, traffic, medical insurance and social insurance are in quick development in Shanghai, Guangzhou, Nanjing, Hangzhou and so on. Bills business has become signals of enterprise honesty and people's consumption list that is necessary for daily bill checking.With China becoming a member of WTO, many foreign enterprises are coming into China, and many-advanced foreign management and sales concepts also become popular in China. Direct Marketing is one of the most typical one. It emphasizes focusing on consumers, strengthening bidirectional communication with consumers and improving detailed sales with pertinences. The widely spreading of this concept has made enterprises pay more and more attention on what consumers think and avoid blind production. As the main media of Direct Marketing, commercial letters have been expanded rapidly in coastal developed provinces. Most southern enterprises have used or are using commercial letters for product propagandizing, market despoliation and communication strengthen with customers. And excellent effects have been achieved.Chinese letter business structure is changing and we can see that from letter business development situation in some cities. Traditional civil letters are going down while business mails such as bills and commercial letters are rising which has effectively counteracted the above negative impacts.As for our city, both letter business volume and ratio to total mail business is comparatively low. We have problems in internal management system, policy, human allocation, training and equipment. As for letter business structure, post card business accounted for too much while long effect lasting bills and commercial letter are lagging. The deep reason is that they pay too much attention on current benefits and fulfill of current assignment. Savings deposit and express delivery are highly focused because of their immediate profit effect while letter business is ignored for its slow profit effect.In order to promote letter business development in our city, Changchun Post Office has set an overall develop target based on analyzing and summarizing the existing problems. The revenue target is to reach 120 to 150 million RMB for letter business by the end of"eleven five plan". The target ratio of letter to mail is 8 to 10% and business mails accounts for over 85%Business structure will also be adjusted. Ratio of bills and commercial letters will be increased to 10 to 15%. Ratio of post card will be decreased to 20 to 25%. Ratio of Chinese mail advertises will keep same roughly and be consistent to letter business development structure in whole country.The following steps should be taken in order to assure realization of overall target and solving existing problems. First of all, management concept should be updated. Overall development idea should be improved, business mail data bank developed, business mail market enlarged and meaning of business mail development cleared. Secondly, each level should have a specific letter business organization. As for human resource, we should accord to requirement of government and enhance construction of project engineering, designing and data updating. More excellent employees and sales clerks should be moved to letter business and human resource problem should be solved thoroughly. At the same time, training of related employees should also be improved. Last but not least, reasonable management system should be established and smooth relationship between mail and other delivery departments to insure development of letter business.We are confident that letter business will surely have great development and become the core and supporting business eventually in Changchun post by co-working of all employees and lead of higher levels.