Research On Integrated Marketing Communication Of Yantai Post Direct Mail Service

As a precise marketing mode, the direct mail marketing has been popular in the world for many years. In many European and American countries, the direct mail industry has formed a mature industrial chain with a large scale direct mail market. In America, the direct mail is the third largest advertising medium. However, in China, the direct mail industry started late with immature development, low awareness of the enterprises and incomplete conditions supporting the development of the direct mail marketing, therefore, the direct mail industry develops very slowly. As one of the key service providers of the direct mail marketing at home, China Post makes the direct mail business as one of its key business as well as its key cultivated business. The direct mail marketing development of the post is lack of a mature marketing mode due to the limitation of internal and external environment and resources of the enterprise. Upon study, this paper, centering on the marketing of the direct mail, is to establish a set of integrated marketing communication proposal suitable for the regional postal direct mail and to make positive exploration and trial for the better and quicker entrance to the market of the postal direct mail.This paper analyzes and summarizes the direct mail marketing and relevant theories of integrated marketing communication at home and abroad, investigates the market and environment of the development of the direct mail of Yantai Post, studies the relevant data, observes and generalizes the development of the direct mail business with the combination of my work experience. Upon the comprehensive application of such methods as data analysis method, literature study method, observation study method and comparative analysis method, it studies the development characteristics and laws of the direct mail of China Post in the regional market, puts forward the marketing proposal of the integrated marketing communication for the municipal postal enterprises under the present social and economic situation, aiming at making positive reference significance for the direct mail marketing of China Post all over China. This paper mainly includes seven parts. Except the introduction, it summarizes relevant theories in three aspects, including marketing combinatorial theory, direct mail marketing theory and integrated marketing communication theory. Based on the theoretical analysis, it analyzes the development status, the existing environment and the clients of the direct mail of Yantai Post. It puts forward the planning process, the communication target, the choice of the communication tools and the structure of the integrated marketing communication proposal for the direct mail of Yantai Post on the basis of the analysis of the above parts. At the same time, it expounds the safeguard conditions required by the implementation of the proposal, including providing satisfying direct mail services for the clients, establishing the corporate principle of integrated marketing communication, building the organization structure to adapt to the integrated marketing communication mode and the problems to be noticed in the implementation of the integrated marketing communication proposal, etc.