yt邮政直邮业务市场营销策略地研究

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1、StudyontheMarketingStrategyofYTPostalDirectMailAbstractAsoneoftheprecisionmarketingmodes，directmailhasbeenpopularinEuropeanandAmericancountriesformanyyears.Directmailhasahugemarketscaleandhasformedamatureindustrychain;whiledirectmailmediaisthethirdlargestadvertisementmediaintheU.S

2、.andiswidelyused.InChina，directmailstartslate，withvarioussupportingmeasuresstilltobeimproved，whichresultsthatdirectmailhasnotbeenextensivelyusedinmanybusinesses.Directmailisoneofthecorebusinessesofpostalenterprises.Asthemainproviderofdirectmailservice，ChinaPosthasalwaystakenitasth

3、ecorebusinessandattachedimportancetothepromotionofdirectmailwhichoncebecamethesignificantrevenuesourceofChinaPost.However，withtherapidgrowthofinformationtechnologyandcontinuousemergingofvariousnewmedia，thedirectmailmarketingofChinaPostisfacedwithincreasinglygrowingcompetition.Coup

4、ledwiththeshortageofmaturemarketingmode，thedevelopmentfatigueofChinaPostappears.Basedonthemarketresearchandfocusingonanalysisofthedirectmailservice，thispaperdevelopsasetofintegrateddirectmailmarketingschemeapplicableforpostalenterprisesofYTarea，withthepurposetoprovideanactivequest

5、andattemptforthefasterandbetterdevelopmentoftheYTPostdirectmailbusiness.Onthebasisofinvestigationandresearch，withtheuseofmarketing，managementandeconomicsrelatedknowledge，thispaperstudiesthecharacteristicsandlawsofdevelopmentofChinaPostdirectmailintheregionalmarkets，makesarelativel

6、ysystematic，completeandscientificanalysisonthemarketingstrategyofYTPostdirectmailbusiness;makesananalysisontheYTPostinternal/externalenvironmentandindustrystructurebasedontheoriesincludingmarketingmanagement，corecompetence，integrationcommunication，etc.aswellasPESTandSWOTmatrixanal

7、ysismethods;researchesitsownresourcesandcapacitybuilding;andproposestheintegratedmarketingstrategyandmeasuresforthemunicipal-levelpostalenterprisesundercurrentsocialandeconomicsituation，basedondomesticandforeigndirectmaildevelopmentandchangewhileenrichingthedirectmailmarketingtheo

8、ry，hopingtohaveapositiveimpactont