China Post Direct Mail Effect Measure's Method And System

Direct mail is an important tool of the direct marketing. As a core business of China Post, direct mail services has been rapid development in recent years. China has launched a database direct mail business at national. However, business users in the use of advertising have the uncertain effect of ads. As the DM service provider, China Post must explore an effective method measure the DM's effects, provide it to business users, so that users know their ads is effective and the degree of specific effect. Developing a feasible methods of measuring DM effect and designing a measurement system are the keys of this research.Based on the actual situation, evaluation factors were established after considering the difficulty to gain evaluation factors and the importance of the factors. According to the traditional concept, we establish a traditional fixed-weight model. In practice, the role of each factor is different in the evaluation of different types of products. In response, this paper proposes an adaptive weight which has more highly appropriate that can run more efficiently on the evaluation of the DM's effects.In this paper, DM postal network system was framed on the basis of the existing DM production system and name-address system, including order receiving subsystem, order management subsystem, DIY subsytem, rights management system, the production sector management subsystem, effect feedback subsystem, and designed the system in detail, its main functions include DM online design, name and address filter online, order decomposition, DM production monitoring, post delivery feedback, user effect feedback.