| The post service accepted unprecedented challenges with the development ofinformation technology and the popularity of the Internet and diversified communicationsof phone calls, text messages, email and video chat, etc. At the same time, it is becomingan important task in the sustainable development of Hubei Post how to efficiently usecustomer data to develop the business opportunities and enlarge the market occupancywith many product lines and large customer information. Strengthening analysis ofcustomer data and pertinently doing data marketing work according to the characteristic ofproducts and marketing has a vital significance to enhance competitiveness.Based on the status of business, customer data resources and applications of HubeiPost, this paper analyzed the training of database marketing modes, workflow and thestatus of database marketing modes, workflow and information system function of HubeiPost. Combined theory knowledge, the paper addressed the existing problems about dataquality, data analysis,process control and information system function of databasemarketing of Hubei Post.The paper introduced a suggestion of raising database marketing level of Hubei Postin five aspects of improving data quality, making greater effort about data mining,strengthening database marketing process management, optimizing relevant informationsystem, strengthening data safety management against the existing problems of databasemarketing of Hubei Post. The paper pointed out to improving data quality from controllingdata source, standardizing data format, strengthening data integration, regularly cleaningup invalid data,maintaining data routine. Combined the requirements of data quality,process control, the paper set up consistent database management information system andadded marketing technique, such as data clean, data analysis function, additional textmessages,emails and data using function. The paper will provide reference for databasemarketing of postal enterprises. |
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