中国邮政直邮业务发展策略研究

摘要

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近几年,在中国邮政的大力推动下,直邮产业在中国得到快速发展。

自2005年,中国邮政开始重点发展直邮业务,2006年至2008年,邮政直邮

业务年均收入增长达到18%,一直保持着较高的增长速度。然而受到国际

金融危机和自身发展能力不足的影响,直邮业务遇到了发展的瓶颈,2013

年直邮的业务量和收入都呈现出下降趋势。

本文通过分析影响中国邮政直邮业务发展的外部环境,研究国外直邮

行业的发展情况以及国外邮政在直邮业务发展中的经验和做法,对比我国

邮政直邮业务发展现状,找出制约直邮业务发展的原因,提出中国邮政发

展直邮业务的策略。

通过打造完善直邮产业链,促进产业链上下游企业加强合作,优势互

补,发挥规模效应,以产业的发展带动企业发展,使直邮产业链上的企业

共享发展成果;强化中国邮政名址数据库建设能力,发挥自身优势,打造

数据库应用平台,引进具备高端技术能力的企业进行合作,发挥数据库营

销的优势,突破直邮业务发展的瓶颈;推动直邮商业模式创新,通过盈利

模式、合作方式、产品、服务及渠道上的创新,激发直邮业务发展的活力,

推动中国邮政直邮业务的发展,进而促进直邮产业在我国的发展。

关键词:邮政、直邮业务、直邮产业链、数据库营销

北京邮111人学专业学位硕-I.学位论文
中国邮政直邮业务发展策略研究

RESEARCH ON DEVELOPMENT STRATEGY OF CHINA

POSTAL DIRECT MAIL BUSINESS

ABSTRACT

Prompted by China Post, Chinese Direct Mail industry has been developed

very rapidly in recent years. Since 2005, 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 the 18% average annual

rise from 2006 to 2008. 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 in 2013.

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.

KEY WORDS: Post; Business of Direct Mail; Direct Mail Industry Chain;

Database Marketing

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