Festival Marketing Strategy Analysis And Design Of Tai'an Postal Company

As an integrated enterprise, by using festival marketing strategies, the holiday market of postal services will be extremely profitable. Marketing for the festival has the advantage that participants in the festivals have some common attributes, such as lifestyle, attitude and motivation. Therefore, through analysis and market survey on few participants in the festivals, consumer psychology and demand characteristics of the participants groups of this festival can be qualitatively analyzed, and the scale and distribution of this group can be quantitatively analyzed as well. As a small city, the consumers in Tai'an city paid more attention on the occasion, practicality and functionality during the festival period. They tend to choose the gifts which have strong festival features, rich implied meaning and practicality. They also have more demand for the forms of the gifts, thus, they tend to choose the holiday gifts which can be easily carried, beautifully packaged, and have rich implied meanings. The diversity demand for gift-giving is increasing every year. Present-making during the holiday has changed from traditional materials in certain areas to the form combining real and gift exchanges and entrusted delivery in different areas. Collective customers also have the needs for visiting, gifts-giving, short-term promotions and maintaining the relationship. Since the Tai'an postal office faced to market as a business enterprise with a large number of integrated services, marketing programs carried out in the festivals in recent years have achieved great effects and accumulated some experiences. However, the current holiday marketing in postal business is still in a passive participation stage. It only carried out some work before the arrival of the holiday in a very short time referring to the past experiences and work patterns. It is lack of innovation and the overall planning, and only gained some achievements in the holiday. The depth, breadth and scale of the holiday economy and the holiday market are far from ideal in terms of the goal.In this paper, based on the above analysis, by using operation marketing theory, through analysis on practical marketing elements, problems existed in postal holiday marketing are pointed out, strategies and designs which is suitable for holiday marketing in Tai'an city are put forward. This paper can be divided into six parts, they are introduction, overview of marketing theory holidays in Tai'an city, festival marketing and demand analysis of market conditions of Tai'an Postal Company, analysis on holiday marketing environment and demand of Tai'an Postal Company, analysis on strategies and problems of holiday marketing of Tai'an Postal Company, analysis on strategy design of holiday marketing of Tai'an Postal Company, and countermeasures for guaranteeing the implementation of holiday marketing strategies of Tai'an Postal Company. The main part of this paper is holiday marketing strategy design of Tai'an Postal Company, including product development strategy, service marketing strategy, online marketing strategy and marketing system strategy. First, we must break through the restraints of traditional products development, such as greeting cards, newspapers, stamps and gifts mail.Integrated marketing, personalized marketing, database marketing and the scarcity of marketing should be carried out actively in holiday. Second is to strengthen the festival service marketing, highlighting the interaction and refinement of postal services during the holiday. Third is to expand the network marketing actively, and to carry out the delivery services by network, by website, and subscribe newspapers and magazines by network. At the same time, six in one marketing system should be set up, sale channels of postal should be expanded, full-time marketing staff be widened, the level of holiday marketing of Tai'an Postal Company be promoted.