Study On Countermeasures Of Guangdong Postal Database Marketing

The postal system has collected plenty of address information through its years of nation-wide posting experience and network. With the wide application of database marketing in China, the postal system began to explore the database marketing.As a leading enterprise in China Postal System, Guangdong Postal has experienced several stages in the database marketing business, having obtained a breakthrough development at the same time: Firstly, used postal box delivery service to develop anonymous access mail; Then through external sale and rental of postal address information developed database mail; And gradually formed solutions and services teams to develop database direct mail throughout Guangdong province from 2011.However, in the recent two years, the society has paid more attention to the personal information and privacy protection, and besides, the information age and popularization of mobile Internet has arrived, therefor, the Postal System is facing unprecedented competitions and great challenges, and Guangdong Postal is no exception.Based on the current situations of the development of Guangdong Postal database marketing, this thesis analyzes its development environment, history and problems.From the perspective of big data and using Internet thinking skills, starting from the aspects of business and enterprise ability construction, the author tries to find out the countermeasures for the development.The problems of Guangdong Postal database marketing are commonly existed in China Postal System’s database marketing. This thesis intends to start further research in this field, which can provide reference to the postal enterprises in China in the development of their database marketing.