Breakthrough And Innovation

Direct mail has been popular in the Western countries for years. In the United States, it has become the second largest advertising media only after television. Direct mail appeared in China until the 1980s,and still low-awareness among the companies.With media diversification and audience behavior of media contact of the fragmentation and discretization, direct mail encounter the challenge both from the media market and the media status.As a precision marketing media, direct mail takes data marketing communication advantages of the traditional advertising media. This is also the opportunities for the direct mail to achieve innovation and development of data transformation from the age of big data.This paper mainly consists of six parts:Firstly, the author introduce the research background, the significance, and review the literature about big data, direct mail,the trend about direct mail development.Chapter one:summarize the background about the Big data era to the direct mail, including the big data revolution to the advertising, the traditional model bottlenecks, the necessity of the big data transformation and data warehouse construction.The second chapter:focuses on the basic method of direct mail data warehouse construction,proposed to the method about integrating the China post and the Acxiom to co-build the data warehouse.The third chapter:from the data driven perspective to find new connotation of IMC, and put forward the 4P model based on the "data force field effect" of IMC about the direct mail.The fourth chapter:points out the strategies about the direct mail user experience optimization and the Customer life-cycle management driven by the big data. The customer data privacy protection is also discussed.Finally, the conclusion of the whole thesis, and pointed out the deficiencies and the places to improve.