The Research On Marketing Strategy For Shandong Postal Direct Mail Business In New Media Age

With the development of media technology and changing information needs of the community, a variety of new and emerging media gradually into people's lives, which people started to enter the field of information dissemination in a new era of new media.As a modern communications and media industry important force, after a hundred years of development, China Post formed a perfect, a huge network of delivery concerns. Its unique network, brand, reputation and other advantages provide a solid foundation for the direct mail business. Especially in the last few years, with the postal separating, the establishment of Postal Savings Bank, and China Post Logistics Company will set up the market, outstanding speed up direct mail letter focused business development become the first choice of China postal in the Twelfth "Five-Year Plan". However, because of some constraints, such as the traditional system, operation mechanism, lack of personnel, etc., direct mail is still in an extensive, fragmented style, product-centric style of management conditions, media has not yet fully functional, social awareness and acceptance is still very low. Therefore, clarifying ideas and positioning, finding an effective direct mail business marketing strategy has become an important issue of China Post in the new media age.Based on the study of theoretical knowledge and personal marketing practice of marketing management, by analyzing the way of marketing communication, direct mail development status, direct mail media features and value, it shows that direct mail and other media convergence, still has a strong vitality and huge space for development in the new media age. Meanwhile,combining of political and legal, social cultural, economic, technological environment, analysis of direct mail business external environment. With the actual postal Shandong, further analysis of the status of postal direct mail development, problems and challenges facing the development. On these basis, against marketing and service strategy at the present stage, the paper give the systematic research and analysis, including the marketing positioning of direct mail business, the target market of direct mail business, direct mail services process design, refinement of the operation, marketing practice of direct mail and case study, etc. Finally, based on own actual work, on how to innovative concept of direct of direct mail business, implementation of human resources development system, grasp the core competencies to enhance the development of direct mail, promote the construction of direct mail industry chain, put forward my views and feasibility of proposed ideas.Through research showed that:direct mail is an important part of the modern social life, and it's an important role in the new media age. In the new historical stage of development, Shandong postal direct mail need to improve their business operations from the various levels, by continuously creating value for customers and improve self-worth, further strengthen and expand, become the core business of Shandong Post in the twenty-first century.