Jining City Post Office Direct Mail Advertising Competition Strategies

Postal business is based on physical delivery of information services as the main way in telecommunications, postal silver twice sub-camp, the Chinese postal operators face enormous pressure to use in the development of its own resources, constantly looking for new profit growth point. Direct Mail Advertising, the use of letters as a franchise business and the postal delivery network advantage, and gradually grow up a new business, huge space for development prospects, has become the focus of the strategic development of China Post, unprecedented attention.In this paper, Jining Postal Direct Mail Advertising for the study, based on actual postal Jining, combined with the characteristics of Direct Mail advertising, take field research and comparative study of law, make full use of PEST analysis, Porter's five forces model analysis and SWOT analysis method, Direct Mail Advertising Jining postal business in the development of the external face of the competitive environment, internal resources Jining Post, especially for industry competitive structure and core competitiveness for a more comprehensive detailed analysis of scientific research, the Jining postal Direct Mail Advertising businesses competitive advantages and disadvantages. On this basis, Jining Postal Direct Mail Advertising for the development of competitive strategy analysis, the choice of differentiation strategy focused on market competition, strategic positioning.This competitive strategy in the implementation of Direct Mail advertising strategy, based on current business practice, business development combined with the advantages and shortcomings, made a continued focus on large customer market, active use of the postal network resources and the development of personal consumer goods merchant market the rural market, the product from the ability to support changes to the advantage of diversity, promotion model from "sell marketing" to "marketing plan" into the business from a single image of the publicity to promote practical and effective promotional strategies such changes.Effective implementation strategy for the protection of competition, this according to local conditions combined with the postal Jining facing actual situation, to develop a competitive Jining Postal Direct Mail Advertising safeguards implementation of the strategy: the establishment of specialized management agencies; according to market need to set customer Direct Mail Advertising Center Customer Experience Center; set customer satisfaction as the core of the Direct Mail Advertising operations Center; set to benefit as the goal of integrating the operation of Direct Mail advertising media center; focus on customer needs, continuously improving the customer database of personalized direct mail; according to market requirements, enhance customer relationship management and maintenance; continue to strengthen the delivery of quality management to ensure the "last mile" of dominant position; business information from a single image of the publicity to promote practical and effective change; rely on network technology development, "Direct Mail hybrid Advertising "; the implementation of joint development and win-win thinking and strategy.In this paper, the theory of competitive strategy analysis of the direct mail advertising business development and external environment, and on this basis, select Direct Mail Advertising for the development of a competitive strategy, hoping to bring the work to plan the future development of certain postal reference and reference value.