Direct Mail In Our Application Strategy

Nowadays, the economy of our country is growing rapidly, and thecitizen's income is increasing speedily as well. So, in China, the consumers'demand is expanding with high-speed, and become more individual and morediversified. To keep with the consumers' demand, to keep and enlarge themarketing share, more and more companies use the one-to-one marketing,personalization marketing and mass customization.Direct mail is an important media of one-to-one marketing. In China,DM is mainly used for products and service promotion, regional marketingand customers' relationship management. Nowadays, in China, the use of DMin these marketing management fields is becoming more and more important.At the same time, there are many problems of DM in China. Manypeople do not will to receive DM, and call it "garbage mail". Some peopleconsider the DM offends their right of privacy. And in many conditions, theappliance of DM always can't reach the predict goals. These problems are theresult of the mistaken appliance with the DM. We should use the correcttactics and make DM more powerful. As the development of science andtechnology, many new one-to-one marketing methods appear. We shouldintegrate them into a whole marketing system to get stronger marketingpower.Keywords: Direct Mail, One-to-One Marketing, Appliance tactics...