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1、ChinaDirectMailSnapshot&Guide中国零售商邮报概览1Objectives目标UnderstandshopperDMusagehabits(directmail)bothphysicallyandpsychologically;SummarizekeyprinciplestomakeaneffectiveDMforretailerGettoknowDMoperationpracticeamongChinaTierIcustomers了解顾客邮报阅读习惯总结设计有效邮报的原则了解中国领先零售商邮报实践进展2Methodology方法DMunderstandingFGD(s
2、hopper,CBD)IndustrialDMassessment(China,global)Onhanddata:shopperII,readingpsychology顾客小组座谈会行业邮报评估（中国，国际)现有数据（CAMP，中国15大城市）3DMOVERVIEW邮报综述4DMTypes邮报种类3typesintermsofoccasions:3种情况：Routine日常性Thematic主题性Seasonal季节性5DMContents邮报内容Productvisual产品图片Productdescription产品描述Pricinginformation价格信息6DMPractices
3、inChina邮报在中国的发展7Awareness&Usage知晓率和使用率Top4+ATop4aAcitybDMawareness848484DMusage6772b65Data:China2005shopperIIdataTop4(BJ,SH,GZ,CD);Acity(North-SY,DL,TJ,QD,JN,East-NJ,HZ,South-SZ,WH,West-XA,CQ)BJaSHbGZcCDdNortheEastfSouthgWesthDMawareness85d98acd94ad6187fh83h86h75DMusage66d84ad80ad5870fgh66h63h54DMac
4、hievedquitehighawareness(84%)intop4/Acities;top4hashigherDMusage.Chengduandwestregionaretheleastdevelopedcomparedwithothertopcities.8SourcesofDMReceipt邮报递送方式Top4+ATop4aAcitybBJSHGZCDNorthEastSouthWestReceiveinstore在商店里4545464745513848434542Receiveoutofstore在商店外3133302218474427174043Email通过电子邮件222153
5、1142>Innewspaper报纸夹送2326b221835123821371116Mailtohome邮寄到家中2334b2013714941840185Insertunderdoor塞到家中门缝下433546a6240251264253929Data:China2005shopperIIdataTop4(BJ,SH,GZ,CD);Acity(North-SY,DL,TJ,QD,JN,East-NJ,HZ,South-SZ,WH,West-XA,CQ)ShopperisusedtogetDMinstore,andquiteoffewtakebackhometohaveathoroughre
6、ading.‘Insertunderdoor’and‘deliverviamailbox’arepopularinBJandSH,separately.9UseDMFor…邮报被用来。。。Top4+ATop4aAcitybBJSHGZCDNorthEastSouthWestForstorechoice3234323234423036313222Forcategorychoice4651454955584252384435Forbrandchoice3748343858534141293024Forvariantchoice3140283352492535222421Forsizechoice2
7、128182140341627111212Data:China2005shopperIIdataTop4(BJ,SH,GZ,CD);Acity(North-SY,DL,TJ,QD,JN,East-NJ,HZ,South-SZ,WH,West-XA,CQ)DMisthemostcommonlyusedforcategorychoice.ShopperusesDMtopreplancategories
