Research On The Marketing Strategy Of NJ Post Billing Products

With the wave of electronic computerization sweeping the world and the popularization of the internet and smart mobile terminals,many traditional industries have been hit hard.Environment is undergoing profound changes,and the target market is in adjustment,then the requirements of NJ post billing products have also changed.In this paper,the research strategy is built on the basis of marketing theory,analyzing from the forms such as theory elaboration chart analysis,data list,contrast of industry development.Research of marketing strategy is particularly important to the development of the billing products of NJ post office,can help statements products to raise their competitiveness,can solve the problem faced in the development process of statements product to a certain extent.For the postal industry as a whole,it can promote the brand image and core competitiveness.Through investigation and analysis,the paper finds that there are many problems in the current development of the billing products,including lacking effective and convenient communication platform,the delivery service lagging behind the customer requirements,can't meet the delivery needs of personalized statement,lacking effective way of propaganda,backward management style affecting the enthusiasm of staff and so on.Through the analysis,we found that the main causes of these problems lies in the lack of convenient network service channel and construction of personalized delivery service team,brand propaganda not in place,too traditional marketing channel,backward management way restricting the enthusiasm of the staff and so on.Then the paper analysis on the marketing environment of NJ post office billing products,first carried on the analysis of marketing environment respectively from two aspects of external environment and internal environment,external environment including technology environment,population environment,legal environment and macro environment,internal environment including micro-environment such as customer environment,business environment,competitive environment.Under the basis of environmental analysis,further using the Porter's five forces analysis method to analyze the threat of substitutes,the ability of potential competitors,industry existing enterprise competition,the bargaining power of suppliers and buyers bargaining ability five aspects.The above analysis have the effect of theoretical support on the target market selection and positioning and formulation of marketing strategy.Finally,using the STP analysis method of target market to segment geography,population,psychology and behavior,according to the result of market segmentation,choose target market and positioning for the statements products of NJ post office billing products,including consumer markets,corporate clients and delivery market,has been clear about the development goals and strategies of statement product of NJ post office billing products.According to above the results of the target market and market positioning,the paper researched the marketing strategy of statement product of NJ post office billing products,used the 4 c and 4 p theory to determine the marketing strategies of NJ post billing products to focus on meeting consumer needs.It putted forward the product strategy,price strategy,channel strategy and promotion strategy respectively.Finally,according to formulated marketing strategy combination,putted forward the measures in the aspect of product development,product delivery team building,business advocacy,management,and performance incentive,to ensure the smooth implementation of the marketing strategy.Product development focuses on creating the postal service APP platform which seeing comprehensive statement information query as the core,the platform can satisfy the consumers' demand of query,purchase and interest,can provide one-stop full-service postal service,make it to be a platform which has the function of profit network service platform and media delivery.Build quality team to ensure personalized and customized service demand for statement products.We should expand publicity channels,organize management guarantee and enhance performance appraisal to realize labor value.The shortcomings of this thesis is that,due to technical and product updates quickly,network publicity and market current personalized delivery market may also appear more innovative business models and demand conditions,may also have more advanced advertising technology to replace the existing models that affect the further change of consumer demand,the current marketing strategy may not be able to fully meet the needs of consumers.But further idea is,in the explosive development of information technology,postal brand advantage,database resources and large delivery network is the core advantage of how to integrate the postal postal.There is nothing comparable to this,the development of resources,the implementation of electronic postal service platform,grasp a customized delivery service market,strengthen the internal management of postal enterprises in order to better serve the society,services,mining more potential customers,is an important issue to consider NJ post office.