The Research On Development Tactics Of Direct Marketing About Tianjin Post

With the continuous development of the market economy, and the spread of thetheory of direct marking and database marking, the post makes a rapid progress.Simultaneously, the development of post muse support direct marking strongly. Inthe face of fierce marketing competition, only following marketing changes closelyand making corresponding strategy, Tianjin Post could be a strong positing, and thedirect marketing and direct mail is the key to the development of postal mail service.In this paper, based on the working practice, the author adopts the relevant theoriesof direct marketing, and do an emphasizing research of the direct marketing used inTianjin Post through comparing analysis of the advertising modes and SWOTmethod about the condition,measure and the future direction. It has reference forother postal service enterprises also.Through the research of the theories of direct marketing, the author thinks thatthe nuclear product of direct marking about Tianjin Post is the postal direct mail.After analyzing many kinds of advantages of direct marketing mode and thecharacteristics of Tianjin Post itself, it is thought there existed great possibility ofusing DM mode in Tianjin Post. Subsequently, according to the frame of reference ofSTP and 4Ps marketing tactics, do a particular research of direct marketing aboutTianjin Post. On the top of, the author anatomize the two trade relationconsanguineous to Tianjin Post. Lastly,the future direction of direct marketing aboutTianjin Post was analyzed, In order to guarantee that the above marketing tacticscan be implemented smoothly, the paper proposes the methods by establishingmarketing organization structure, training and encouraging marketing staff,establishing database at perspective of organization, personnel and technologyguarantee, exert the effect of direct mail guild.