Tnt In China, Direct Marketing And Database Marketing Practice

Direct Marketing is a promotion mechanism that allows focused messages to be received by a targeted audience. The main difference between direct marketing and other promotion is that you can closely qualify your audience to deliver a message that appeals to their specific needs.In China, Direct Marketing is still at an early stage, has tremendous market potential. According to statistics, China received only eight items per capita annually, and in Europe the figure is 88. By 2010, 400 million urban residents in China will become middle class or above. The huge consumer groups will become a strong driving force for economic development. With the growth of their purchasing power and improvement of literacy, enterprises'demanding of effective sales channels such as direct marketing will also increase substantially. It is estimated that the market of China's direct marketing is about 1000 to 2000 billion dollars annually.The introduction of the law of direct sales has further standardized and improved the market in China. On August 9th, 2005 TNT Post Group announced the launch of its direct marketing services in China. As China's first direct marketing service company who integrated database marketing and delivery service together, TNT established its "eye" database. The "eye" database include not only consumer demographic data but also the consumer's intent, hobbies, product or brand owners, as well as the contact details of the information. With such in-depth data, enterprise can target their potential consumer group more effectively and deliver message to them more precisely. Based on "eye" database, TNT provides integrated marketing services and solutions which allow customers to enjoy the convenience of one-stop service. They no longer need to manage different vendors to implement their direct marketing strategy. TNT will use its world-class expertise in the operation of the direct marketing, to develop the China market. Through thestudy of TNT's practice of direct marketing in China, I hope to get some valuable experience from the world's leading enterprises.