The Research On Direct Marketing Strategy Based On Customer Value

Along with the market competition more fierce, more and more companies use direct marketing to carry out the company’s business in all developed countries. The range of products can use direct marketing for sales is becoming more widely. The development of modern communication technology has become the foundation of direct marketing. Telephone, TV, Internet and other media to make communication more convenient, and information transmission speed is improved greatly. Email marketing and network marketing show its vitality and broad prospects for development by using the network media. They all belong to direct marketing.At the same time, competition concept of market-oriented has been changing. Focus has been transfer to the marketing strategy of consumers as the center. Enterprises should really stand in the customer’s point of view of value creation. Concept of consumers as the center has been widely accepted. Only by establishing good customer relations, won the customer satisfaction and loyalty, enterprises can continue to survive in the market. This requires enterprises to pay more attention to the needs of the target consumption group, increase the investment in customer value. Also, this is the key to enterprises to expand and maintain customer share. Around customer value for the enterprise marketing planning and business activities is very necessary.As a result, how to formulate marketing strategy more efficiency from the perspective of customer value is important to us. Research on this question is to promote efficiency of direct marketing strategy is the key to solve this problem. On the basis of the research literature, this paper combined with direct marketing theory and customer value theory, adopt the method of questionnaire survey, on the premise of effective recycling data for the data processing and analysis. Through factor analysis of data straight after marketing customer value drive factors is proposed. Finally in the corresponding straight after marketing customer value drive factors, put forward the corresponding marketing strategy. Its main research significance lies in through the direct marketing and customer value theory research, combined with development of direct marketing in our country present situation and the existing problems, and by adopting the combination of quantitative method that customer value drive factors of direct marketing, and then based on this, advances to make consumers more satisfied, improve marketing efficiency, promote enterprise’s management level and core competitiveness in our country.