Research On Development Strategy Of China Postal Direct Mail Business

Prompted by China Post, Chinese Direct Mail industry has been developed very rapidly in recent years. Since2005, China Post has began to focus on the development of postal direct mail business, the income of postal direct mail business maintained a high growth rate, kept up with the18%average annual rise from2006to2008. While, affect by the international financial crisis and inability of self-development, direct mail business has meet some problems, the volume and income has both showed a trend of decline in2013.In this paper, by studying the external environment which influence the development of China postal direct mail business, measuring the foreign advanced experience and practice and comparing with the actual situation in China, finally, the constraints of the reasons for direct mail business will be analyzed and the development strategy of China postal direct mail will be put forward.First, China Post should strengthen the cooperation of enterprises in the industrial chain, generate the scale economic effect by designing perfect industry chain, drives the industry development with the enterprises development, and share the fruits. Second, China Post should play its advantages such as establish an application platform of database and develope the database marketing, so as to break the development bottleneck. Third, the business model innovation should be driven by China Post, such as for-profit model, cooperation fields and market channel, so as to stimulate market vitality and thus promoting the development of China postal direct mail business.