The Study Of Shandong Post Mail Business Development Strategy

Mail service is the traditional postal services, basic services and iconic business. It is a way of servicing the public, and providing people with information exchange. It is not only playing an important role in the off-site communication between people, but also making a significant contribution in issuing national confidential documents. However, in today's society, with the changing of electronic information technology and the developing of Internet, it has undergone a fundamental change in people's means of communication. Real-time, fast, simple phones, network communications gradually divert the mail service. Therefore, these internet technology and communications technology took developmental opportunities for Shandong Post's mail service, but also tremendous challenges.In current postal letter market there is domestic competition between economic entities, also a number of large foreign multinational companies have entered the domestic letter market. Facing this, what postal development strategy Shandong Post should be taken to enhance its own advantages and expand mail services'revenue. It has become the key issue of postal development in Shandong.In this paper, the author takes mail service of Shandong Post for study, and uses the modern strategic management theory, economic theory, management theory, management of marketing and theoretical analysis and empirical analysis method to analysis development of mail service of Shandong Post. The author carried on the external environment and internal analysis to identify the development opportunities and threats, analyzing their own advantages and weaknesses, opportunities and threats. Final there is a comprehensive evaluation of internal and external environment of mail service. With reality, the author established the overall strategy of the letter business, including marketing tactic, human resource tactic and brand tactic. And author proposed the concrete implementation to develop mail service of Shandong Post. The concrete implementation includes nurturing and accelerating the expansion of its core business, strengthening the marketing service system, focusing on operational efficiency of capital, the importance of human resource management, the building of Shandong Post's mail service culture and so on.