Delvelpoment Research Of DM Advertising Based On Accurate Comunication

In the wake of constant updating of communication concepts and renewing information communication technology, accurate dissemination has become the main target chased by each media platform. The direct-mail advertising, as a new carrier for advertising different from traditional media advertising, has received increasing attention. The database marketing techniques has played a significant role in promoting the development of the direct-mail advertising. Based on analysis of the data base, the direct-mail marketing which aims at acquiring lifetime customer value, has been increasingly and widely accepted and used. The thesis analyzes in depth the development and application of the direct-mail advertising at home and abroad and carefully analyzes the development prospect and the specific paths for the direct-mail advertising depending on the direct-mail marketing progress. After a careful analysis of the development status and marketing planning mode of the direct-mail marketing, this thesis studies the development pattern for the direct-mail advertising depending on the direct-mail marketing progress, and puts emphasis on the analysis of the cases of the direct-mail marketing innovation and development of China Post’ direct-mail advertising.Firstly the thesis expounds the definition and the evolution trend of the direct-mail advertising, and deeply analyzes the current situation of the direct-mail advertising in China. Then accurate dissemination has been described and analyzed in detail. Based on the above analysis, this thesis summarizes the cause of the obstacle to the development of the direct-mail marketing, and offers a development pattern for the direct-mail advertising depending on the direct-mail marketing progress. Meanwhile, this thesis points out the main path and the direction of the direct-mail advertising development, and also widen the road of it. Finally this thesis analyzes the specific case of China Post’ direct-mail marketing. The main research offers a set of lessons for the integrated development of the direct-mail advertising service in China, including how to establish a complete system of direct-mail advertising, how to create a open and customization platform for direct-mail advertising, how to build a direct-mail marketing center, etc.