Research Of Gansu Post Direct Mail Business Marketing Strategy

Postal letter is the logo and basic businesses of Post, which is the Post's core business, its growth pace is the key to decide whether the Post's development can be healthy and sustainable. On the one hand, with modern ICT of high-speed development, mobile phones, telephone, the Internet being widely used in people's day-to-day contacts and communication, the traditional communication's business declining year by year is an irreversible trend, on the other hand, the development of market economic as well as China's accession to the WTO are strengthening the economic ties between the various parts, which will undoubtedly add Postal Direct Mail business for the development of a broad development prospects. In this social context, how to put Direct Mail to the starting point and lead the development of the entire business letter, become the most pressing current problems for the postal sector in Gansu.This article take Gansu postal service as the object of study. Firstly, the paper scans the macro-and micro-business marketing environment of Gansu Postal Direct Mail.Subsequently, on the base of analyzing the general situation of enterprise operations of Gansu Postal Direct Mail and the current condition of its business marketing, the paper points out the problems in the postal business operations of Gansu Postal Direct Mail. Being affected by the special effects of postal business, by analyzing the covered content of Gansu Post Direct Mail business, with the business condition after the Market Segmentation, the paper exerts the Marketing STP theory to choose the real estate, retail and automobile sales market of the traditional commercial market, the telecommunications market of the emerging commercial market, the financial and insurance market of the financial intermediary services market, the public administration market of the special market as the target markets of Gansu Postal Direct Mail, and positioning its product.Considering the marketing mix theory, from the four aspects of product, price, place,promotion ,the paper constitutes the Marketing Strategy which is fitted for actual business of Gansu Postal Direct Mail. Finally, to ensure that the marketing strategy can be successfully implemented, from the three aspects of agencies, personnel, working mechanism, the paper conclude the suggestion of execution of the marketing strategy for Gansu postal Direct Mail.The proposed marketing strategy of the paper gives practical meaning to a certain extent for Gansu Post Direct Mail to open up the market futherly and there is also some reference value for the similar enterprises.