Jining Post Direct Marketing Strategy

With 1872 the first order Montgomery·stores in the United States, the establishment of Gould, after 100 years of development, the Direct Marketing in the Western developed countries has become a trend. The United States in the 1980s Direct marketing sales to 15% annual increase in the pace of development since the 1990s has been twice leading to the entire retail industry. Direct marketing in the United States, Europe, Japan and China's Taiwan region have made brilliant achievements, the mainland of China in the 1980s began to direct mail marketing, for Chinese enterprises to gradually accepted, and has shown a great vitality.Over the years, China Post 100-year history, the state monopoly, the network resources across the country the advantages of supporting the national economy and become an important component. However, with modern communications technology and the rapid development of the digital wave of continuous progress in the postal enterprises "ecological environment" is undergoing tremendous change, the rapid decline of traditional business development programs. Post is full of opportunities to the domestic Direct marketing is essential areas showing how to make better use of core resources Post access to new profit growth to improve economic efficiency and imminent.In this paper, Direct marketing, beginning with the theory elaborated on the concept of features, and advantages of the major media, based on customer lifetime value, customer delivered value theory, the theory of 4C on the basis of the theory Direct marketing analysis, in accordance with reality Summary of the Jining Direct marketing and the development of the status quo there, and the main concepts of consumer credit system construction, logistics and distribution, and other means of payment constraints Direct marketing aspects of the development, according to the existing problems, based on market-oriented principles, feasibility principle, the principle of economic linkage between principles and the principles of sustainable development, design Jining Post in the development of Direct marketing strategy: First, to provide products to meet the needs of customers; two alienation is to provide higher value price; Third, it is clear focus on customer preferences; Fourth, establish and perfect agent sales channels, and Jining Post Direct Marketing to carry out the implementation of security measures: First, the market closely rhythms, the establishment of specialized Direct marketing agencies; Second, around the needs of customers, the establishment sound database resources; Third, it is to meet its development requirements, enhance customer relationship management and maintenance of the fourth is to strengthen delivery management, so as to ensure that Jining Post in the dominant position in market competition.In this paper, the method of research to study the literature, case analysis , thus making research results more practical and serviceable. This innovation is the postal service and carry out its own advantages closely integrate Direct marketing, Jining Post to design the development of Direct marketing strategy and put forward the implementation of security measures.